THE WORKING DEAD by Taxi Canada for The Advertising & Design Club of Canada

THE WORKING DEAD

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Canada
Agency Taxi Canada
Art Director Craig Ferguson
Copywriter Tal Wagman
Designer Stephen Tasker
Illustrator Paul Rivoche
Released March 2011

Credits & Description

Category: Posters
Advertiser: ADVERTISING AND DESIGN CLUB OF CANADA
Product/Service: CALL FOR ENTRIES
Agency: TAXI CANADA
Creative Director/Design, North America: Dave Watson (Taxi Canada)
Art Director: Craig Ferguson (Taxi Canada)
Art Director: Stephen Tasker (Taxi Canada)
Copywriter: Tal Wagman (Taxi Canada)
Designer: Stephen Tasker (Taxi Canada)
Illustrator: Paul Rivoche
Mac Artist: Dave Kinsella (Taxi Canada)
Print Producer: Tara Greguric (Taxi Canada)
Account Manager: Tae Kohara (Taxi Canada)
Media placement: Poster - Direct Mail - March 2, 2011

Describe the brief from the client
The objective for this poster was simple and to the point: grab the attention of all those in the advertising and design community and persuade them to enter the Advertising and Design Club of Canada Award Show.

Describe the challenges and key objectives
Everyone in the creative industry has worked with a zombie or 2 in their career. We used this insight to grab the attention of creatives across the country. We were able to communicate, in a fun way, that great creative only comes from hard work and sacrifice. The glow-in-the-dark ink added a level of discovery for those that worked late into the night.

Describe how you arrived at the final design
The people in the creative world that don’t care about doing great work are zombies. They are, in fact, 'The Working Dead'. To illustrate this concept, we designed a poster that carried a hidden message for those that put in the late nights. During the day, the poster reads, “Not everyone cares about doing great work”. But later, when all the zombies have gone home and the office lights are dimmed, the glow-in-the-dark ink appears, revealing the line “But you do”.

Give some indication of how successful the outcome was in the market
Entries for the ADCC are open April 27, 2012 so there are no real numbers as of yet.