RED PAPERS by Ogilvy & Mather Chicago for Ogilvy

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RED PAPERS

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Ogilvy & Mather Chicago
Executive Creative Director Joe Sciarrotta
Creative Director Gabe Usadel
Art Director Randall Morris, Alex Fuller, Allie Armstrong
Released August 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: OGILVY & MATHER
Product/Service: ADVERTISING AGENCY
Agency: OGILVY & MATHER
Executive Creative Director: Joe Sciarrotta (Ogilvy And Mather)
Creative Director: Gabe Usadel (Ogilvy And Mather)
Art Director: Alex Fuller (Ogilvy And Mather)
Art Director: Randall Morris (Ogilvy And Mather)
Art Director: Allie Armstrong (Ogilvy And Mather)
Media placement: Internal Book - 2011 - 2011

Describe the brief from the client
Design an in-house journal for the global CEO of Ogilvy & Mather worldwide which celebrates thought leadership across a variety of progressive topics.

Describe the challenges and key objectives
Final design solution will be published on a semi-regular basis throughout the course of a single year and should be templates to accommodate a variety of themes. Each issue should be a natural extension of the last and will be produced as a limited run of 5,000 (only available to thought leaders and senior managers). The format should be classic and timeless, yet be sophisticated and tasteful.

Describe how you arrived at the final design
Approved format is both classic and as progressive. No photography is ever to be used… a different illustrator is to be commissioned for each issue which complements the subject of that issue (illustration helps visualize progressive topics which are too difficult, or unable, to photograph). Also, despite being called 'the red papers,' no cover should ever be the color red (too expected). Since the topics are chosen based on their unorthodox research, the very use of any other color than red signals to the viewer that there's something unexpected inside.

Give some indication of how successful the outcome was in the market
In its first year (2010) only one Red Paper journal was produced. This year, demand is so high that 5 Red Papers are being produced (an obvious sign to its worldwide success and appeal).