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Size Change

Campaign
Agency Network: 
Published/Aired: 
October 2009

Description

Promotion of the change in size of the Business and Sports Sections of The Sydney Morning Herald.

Print advertisement created by TBWA, Australia for The Sydney Morning Herald, within the category: Media.

Advertising Agency: Whybin/TBWA/Tequila, Sydney, Australia
Executive Creative Director: Garry Horner
Creative Director: Matt Kemsley
Art Director: Janelle Shearer
Copywriter: Joe Craig
Producer: Jessie Williams
Photographer: Ben Rollison / StudioGo
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Highest Rated

Guest's picture

Decrease in size is not a negative point. The papers height and width are reduced but it is then thicker. It is easier to read, and turn pages and makes the whole paper more rigid and easier to use. Great advertising.

Guest
Guest's picture

Simple. Good.

Guest
tirthomitro's picture

cool!!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Guest's picture

it's kind of funny but it's still a non-starter argument. I don't purchase a newspaper to see more around it, I purchase a newspaper to get the information within it. this is a negative you are highlighting and you didn't turn it into a positive, though you tried. you just made the negative kind of funny.

but: a kick to the groin -while funny- still sucks when you are the one being kicked.

Guest
old monk's picture

gimmicy communication dont last long.

old monk
Activity Score 23
Copywriter at Fisheye communication
Juan Cabral's picture

Ok. Efficient, but never for awards.

Juan Cabral
Activity Score 709
Copywriter |

***
http://ad-genius.blogspot.com/
Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

mrckais's picture

sometimes ad's goal is not an award

mrckais
Activity Score 417
Art Director |

mrckais

Guest's picture

si sos Juan Cabral? porque todos tus comentarios en las piezas han sido como hechos por un man con un ego.... mejor dicho, no me imaginaba que vos fueras así.

Guest
gravity's picture

nice...

gravity
Activity Score 181
Art Director at Sistemsensin
federo's picture

yeah, good use of the media, clever and nice

federo
Activity Score 781
advertising agency
Guest's picture

Desde ayer estoy viendo comentarios de Juan Cabral? sí sos vos? porque los comentarios son de alguien que no sé si seás vos... muy subidito el ego me parece. Pensé que eras diferente.

Guest
silvi's picture

Never for award. But the mission of a good ad most be selling, not winning awards.
I think this piece sells.

silvi
Activity Score 4172
Copywriter
ricklongo's picture

It does sell. The diminute size here is definitely a strong attribute.

ricklongo
Activity Score 1244
krautland's picture

are you nuts? a decrease in size is not a selling point. it's less for the same money. they are calling attention to the fact that the consumer is being screwed over. only a failed business-school wanker could say "it does sell" to this.

krautland
Activity Score 3216
Art Director at erm... no calls please.
Guest's picture

Good idea however would have been better not to have the arms in the shot. The user would have become the person sitting. Looks weird with four arms.

Guest
Sydney based jake's picture

its so clean and brilliant, great job.

Sydney based jake
Activity Score 115
Graphic Designer at Creative Living Media
Guest's picture

funny

Guest
hagemony's picture

thumbs!

hagemony
Activity Score 335
Guest's picture

Decrease in size is not a negative point. The papers height and width are reduced but it is then thicker. It is easier to read, and turn pages and makes the whole paper more rigid and easier to use. Great advertising.

Guest
metis's picture

I hate large papers, they're just so annoying to hold - but it terms of getting the message across -fantastic and simple, well done.

metis
Activity Score 413
Copywriter
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