A PICTURE SPEAKS A THOUSAND WORDS, 4 by The Chase for Paul Thompson Photography

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Industry Photo Development, Business equipment & services
Media Design & Branding
Market United Kingdom
Agency The Chase
Creative Director Peter Richardson
Copywriter Jim Davies, Nick Asbury
Typographer Harry Heptonstall
Released June 2011

Awards

Cannes Lions 2011
Design Lions Design Typography Silver
Design Lions Posters Bronze

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Design Typography
Advertiser/Client: PAUL THOMPSON
Product/Service: PHOTOGRAPHY
Entrant Company: THE CHASE CREATIVE CONSULTANCY Manchester, UNITED KINGDOM
Design/Advertising Agency: THE CHASE CREATIVE CONSULTANCY Manchester, UNITED KINGDOM
Creative Director/Copywriter: Ben Casey (The Chase)
Creative Director: Peter Richardson (The Chase)
Typographer/Copywriter: Lionel Hatch (The Chase)
Typographer: Harry Heptonstall (The Chase)
Copywriter: Jim Davies ()
Copywriter: Nick Asbury ()
Artworker: Rachel Pratt (The Chase)
Account Handler: Paul Waters (The Chase)
Brief Explanation:
The main objective was to make Paul stand out from the crowd and to drive people to his website.
Describe the brief from the client:
Paul Thompson, a London based photographer asked us to consider designing a second DM campaign following the success of our last campaign with him. He asked us for something different from the typical
direct mail pieces that people receive from photographers.
Description of how you arrived at the final design:
Our approach was to focus on the personality of the photographer rather than his work. After all most photographer's are capable of taking good shots. What really makes the difference is them - the relationship between art director, client and photographer is key. 
We developed an idea which wouldn't feature photographs at all. Just a beautiful and engaging description, which was exactly 1,000 words. This would encourage the recipient to go to his website and discover the picture it described. Each description is set to exactly the same proportions as the picture and uses a typeface which mirrors the subject.
Indication of how successful the outcome was in the market:
Early indications have shown there has been an increase in traffic to Paul Thompson's website as well as an increase in enquiries about his services.

The Design & Branding titled A PICTURE SPEAKS A THOUSAND WORDS, 4 was done by The Chase advertising agency for Paul Thompson Photography in United Kingdom. It was released in Jun 2011.