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Published/Aired: 
November 2008

Description

Print advertisement created by polkadotpeeps, United States for Case Western Reserve University, within the category: Education.

Caption

Commodities to culture.
Designers don’t follow trends. They set them.
There was a time when we started our days with a cup of Joe that cost pennies and was invariably black and acrid. Then one day designers started asking questions. Can coffee change culture? Hoe does the cup affect the sipping experience? What options can we offer? The answers transformed coffee from a 25¢ commodity to a $4 badge of distinction. Now designers are asking questions to transform another product that has become rife with sameness: the MBA.
The Weatherhead School of Management at Case Western Reserve University is spearheading the Managing as Designing concept – the integration of design attitude and skills into its MBA culture and curriculum.
As a designer, you respond to challenges holistically; by sketching alternatives, prototyping ideas and refining the best ideas. The Weatherhead MBA program speaks your language and can help you develop critical skills to complement your creative nature and shape the life of organizations and all they create.
discover Managing as Designing at design.case.edu

Advertising Agency: polkadotpeeps, Akron, USA
Creative Director / Copywriter: David Sutula
Art Directors: Lenny Vella
Illustrator: Lenny Vella
Photographer: Phong Nguyen
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JPhilly's picture

I think it works. As a student who is considering going for an MBA, it sets Case apart from your standard program, but the copy doesn't give too much away. I think it peaks the readers interest pretty well. However, I don't really like the tag "Manage by Designing". It feels a bit clunky to me. Maybe I would have went with "Management by Design" or something of that nature.
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http://jakephillips.wordpress.com

JPhilly
Activity Score 173
Student- Ohio University |

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Website: http://jakephillips.net
Blog: http://jakephillips.wordpress.com

Guest's picture

I like the reference to coffee in the word 'commodities' with a cup as seen from above (the way ALL coffee looks from above) and then the hook with the reference to coffee in the word 'culture' as an obviously starbuck-clone cup (the differentiator between coffees being the package). Very clever copy and treatment. BTW: JPhilly, I think that the tag, Manage by Designing is the name of the program extant at the school.

Guest
Guest's picture

NADIE VA LEER ESTO... MUY LARGO.. NI EN PEDO.

Guest
Guest's picture

Well executed. Nice use of negative space and, as someone already says, it piques interest without giving too much away. Also, I like that there is no contact information other than the web address. Very different for a school, especially a business school.

Guest
Guest's picture

Are the coffee cups illustrations or photographs (or composites?)

Guest
dsutula's picture

I am speaking for Lenny Vella, the cat who did the typography for this ad and the associated art - and truth be told he actually ended up writing the headline, too.

Both coffee graphic elements are different views of the same cup. The subject was a cup from a major Seattle-based retail coffee company. First, Lenny turned the insulated sleeve inside-out. He then shot a bunch of angles then took them into photoshop and illustrator to do some pretty heavy illustrative modification. So I guess the answer is that it is a composite...

dsutula
Activity Score 29
Copywriter at polkadotpeeps ltd. |

David Sutula | polkadotpeeps | everything matters.

Guest's picture

Designers don’t follow trends. They sell them.

Guest
dsutula's picture

Not bad. I likey.

dsutula
Activity Score 29
Copywriter at polkadotpeeps ltd. |

David Sutula | polkadotpeeps | everything matters.

Guest's picture

saw this ad in Comm Arts - I think it's different than I woudl expect t see inthat pub

Guest
Guest's picture

Hoe does the cup affect the sipping experience?

is it hoe or how???

Guest
Guest's picture

Hoe does the cup affect the sipping experience?

is it hoe or how???

Guest
Guest's picture

Not legible.

Guest
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