When different is better

Recently we were creating new ad for a client.

The concept was that they would put the financial news right in front of you – more than that, the news would be delivered to you by the reporter.

Powerful stuff we thought.

So we drew up the visuals and presented them to the client.

The client loved them – but had to get internal sign-off.

And this is where it could have gone horribly wrong.

The feedback was could the reporter be standing beside the desk.

After all, wasn’t this how people really behaved?

Well, yes.

But isn’t that what people would expect?

So would it have standout and would it catch peoples’ attention?

Thankfully we have a client who realises that you can’t simply create the safe and the ordinary – sometimes you have to do something that feels and looks different.