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Tuesday
Oct162007

124. Ad of the Week: The Economist.

economist.jpgI'm a big fan of The Economist. I have also been a big fan of the Economist campaign over the last decade or so. Their proprietary type on that bright red field always delights with an intelligent take on the world. Having said that, I present the latest Economist work coming from AMV.BBDO London. Now, I think these are really striking. Graphically speaking, the work opens the door for them to do a lot of interesting (intelligent?) variations of the white/red on black theme in the future. Apparently, the strategy for this campaign was to attract a younger audience using a slightly more modern approach - which to me is somewhat condescending, as if a younger person couldn't appreciate the sophistication of their prior communications because it wasn't paired with 'a pretty picture.' However, this shaky rationale for change is saved as a result of the beautiful work led by the art director, Paul Cohen. His direction to the illustrators was simple and elegant: interpret the lines written by Mark Fairbanks. And their interpretations are inspired and in their own way, intelligent. I do hope the copy for this new campaign remains as strong as when it was the only thing on the page. Then, the artwork can simply up the ante and continue to surprise. No word on whether or not the campaign here in the states will go in this direction or not.

Here are some of the first pieces: 1, 2, 3, 4, 5, 6 

(In true graphicology style, here are a few links to some of the featured Illustrators: Seymour Chwast ('Looking for the Herd...'), Matthew Green ('Disection...'), Mick Marston, Fine ’n’ Dandy, Geoff McFetridge contributed while Non-format illustrated two executions.)

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