My writing credentials include decades of creative writing, copywriting, book writing, editing, proofreading, report writing, content writing for the web and academic writing.
The right words are incredibly powerful. When paired with the right image(s) they become a force. For a taste of my (spec) writing I recommend the following:
‘Sell me this pen!’ A seemingly easy challenge and a frequently referenced if stereotyped scenario in sales training. How can you sell something so basic? So utilitarian? So cheap and readily available? I took that idea, ran with it, and produced the examples below, really trying to get to something deeper than the idea of a pen just being a piece of plastic and ink, to connect with what it can do. This campaign could also be upgraded to a Parker pen:
Water is one of life’s necessities. Soft drinks live in a crowded marketplace inundated with various flavours, caffeine, vitamins and of course, sugar. So how does water stand out as a form of hydration with so many exotic competitors with addictive ingredients? Playing on Highland Springs ‘Brave New World’ campaign I focused on the stripped back concept of water itself, with emphasis on being brave enough to avoid the unhealthy options:
Wild wild west themed game Red Dead Redemption is a huge success story for Rockstar, the same creator of the phenomenally successful Grand Theft Auto series. Red Dead took a little longer to catch on, but generated a large dedicated fan base meaning a sequel was essential, with Red Dead Redemption II launching late 2018. The great thing with a cult-like product is there are many facets to play off in terms of what the customer knows about the game world already – Rockstar completely missed the opportunity. Channeling the spirit of the game led to the following very Western ‘fauxmo’ (fake promo) Instagram adverts:
‘Get away from it all’ has become a go to phrase for anything holiday related. The idea is of course, that we all get sick of our environment from time to time and want to leave it behind for something better, at least temporarily.
In our lives now, there is nothing more pervasive than technology. People have neck problems from looking at their phones so often! Many spend hours daily with eyes on a computer screen, tablet, or TV. While addiction to social media, emails, and the never ending search plays a part, on some level we yearn to break away from these traps of modernity.
Nature, wild animals, greenery, the crack of a twig underfoot, the sound of crunching leaves – we also yearn for those. Center Parcs are escapes away from technology, a chance to get in touch with a more primal part of ourselves, to feel enriched by natural surroundings without the pressures of people, or judgment and noise, or cramped space. You don’t have to look both ways in a forest.
Stopped In Their Tracks
For me, the World Wildlife Fund has one of the most enduring and iconic logos of my lifetime, representing the organisation that looks to prevent loss of wildlife across the globe.
With a history of attention grabbing campaigns the standard of WWF’s advertising is tough to match. And to get people to care about anything outside of their bubble is a daunting task. Yes we all love the adorable fluffy/photogenic/iconic/marketed/cute animals but when it comes to parting with money to help them we tend to forget where our wallet/purse/credit card is.
The impact of human behaviour is increasing, we’re breeding still, and the future for us and the animals of this planet are in peril like never before. Perhaps we’ll realise as a global society, the time to act is now.
With continuing human shoe/footprints walking across the billboard, the stark black and white keeps this concept simple (and was in line with my graphic design capabilities at the time). And when the endangered animal meets our path, that’s when it ends for them – potentially. Of course there needs to be action too, and a further addition to the campaign would be necessary to illicit that.
Commuting – the word conjures bad memories and a general feeling of dread at best. Who’s the last person that told you they loved the commute?Most see it as wasted time. An armpit in your face, the frenetic push to go to and escape from work, claustrophobia, the desperate fight in silence for eye space, anxiety, traffic, missed connections, being late home…it’s a long list of grievances for many.
No matter how you go to work, the time isn’t a waste. It’s simply… time. And the perfect time to escape from fellow commuters into a story, real or fictional. In a car, on a bike, bus, train, walking – in a chopper? – no matter how why not cover the lugholes and tune into Audible. Handsfree and with a vast library of titles, it couldn’t be a better match to placate the grumpy commuter and a way to reframe the entire journey as holding value instead of being a drain.
Being able to hear clearly is one of those things. One of those things taken for granted and truly appreciated only when it starts to wane. To take the positive from a bad situation is a strength in life and the humourous possibilities once hearing is fully restored through an aid are numerous which is why I ran with that idea. Retaining an impish part of ourselves is key to a longer life.
People whispering or talking loudly are two common gripes for people with hearing issues coupled with the sense of social isolation which can be devastating. To give a sense of inclusion back, to feel fully functional as a person with all senses firing: that’s what a hearing aid can bring back. And choice. A person can choose to listen or not. Frankly a lot of things aren’t worth it, so why not have fun with it. And what if the restored hearing is too good? (My graphic design skills aren’t as great as I’d like yet) I have plenty great ideas but sadly without the art and design to go with them, but what I have imaged are as below:
All work copyright of Fionn Grant LionAroundCopy. All images used are royalty free to the best of my knowledge.