The Shropshire Star wanted to promote their sponsorship of the annual RAF Cosford Air Show. The trouble was they had hit an ideas block – a real ‘stuck-in-a-rut-can’t-think-of-anything-new’ sort of block. Just as they were wondering if they could get away with yet another montage of a WWII Spitfire, the Red Arrows and a parachute display team they came up with the best idea they had had in years – give the job to Positive Advertising.
But what radical cutting-edge solution would we come up with?
Let’s brainstorm it, shall we, see what mutual connections there are, what synergy and overlap appears:
Newspaper – Aeroplanes.
Paper – Planes.
Of course! Plain Paper.
No hang on a minute. Stroke of genius, how about Paper Planes! Paper planes made out of the local paper even.
All right, fair cop, we concede that it’s not the biggest feat of lateral thinking ever. In fact it’s pretty obvious, but it worked well, with minimal copy, a simple message and plenty of white space give it standout.
The happy client will use it for event promotion in the paper and for branding purposes, as display banners, at the Air Show.
{ 0 comments… add one now }