A new print series for the Exclusive Books Self Help range.
Ogilvy, Johannesburg, South Africa
Executive Creative Director: Fran Luckin
Creative Director: Bridget Johnson
Art Director: Marion Bryan, Daniella Balona
Copywriter: Chad Wright
Tags: bridget johnson chad wright daniella balona exclusive books fran luckin marion bryan Ogilvy Johannesburg
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I think what I found so interesting and bizarre about these types of ads is that some people see this as the way that “digital and print work together”.
i like the idea but think they haven’t considered the difference between self-help and researching topics yourself. to me these ads communicate the act of doing your own research on a topic (and the need for a credible, definitive source), not actually helping yourself in the bona fide sense of self help books. think the copy line could have maybe resolved this ambiguity.
unless the implication is that the people in question need self help? which is still a little dodgy. i mean.. can a self help book “Remedy” a person being gay?
Personally I don’t think so many people look into it that deep, and thus it becomes very effective for the immediate reading.
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