MUH·TAY·ZIK | HOF·FER brings function back to form in a new print campaign for YDesign Group’s consumer brands, YLighting and YLiving. Entitled “Design Necessities,” the campaign aims to take the often-intimidating world of modern design off its pedestal by emphasizing the basic, practical roles it serves in our lives.
The ads manage to be matter-of-fact and humorous in tone by pointing out the obvious. “People sit,” reads the ad for YLiving featuring a chair (above), with other ads in the campaign following the same tone. It’s a no-nonsense approach that attempts to reach consumers bogged down with attempts at schtick and trendiness. The visual design of the ads is similarly simple and to the point, in a way that works to underscore the campaign’s message.
“As soon I saw the creative team’s ad ideas, they just felt right,” said John Matejczyk, co-founder and executive creative director at MUH·TAY·ZIK | HOF·FER. “Of course, we then had to go through the creative process of figuring out just why they felt so right. What it came down to is they capture the very essence of modern design, which is not about creating rarified, unreachable, untouchable heirlooms, but fully satisfying actual everyday needs. That’s why we called it ‘Design Necessities.’ We worked closely with YDesign Group to develop the ideas and keep them clean and simple, just like modern design should be.”
Stick around for a another image from the campaign, along with credits, after the jump.
Agency: MUH·TAY·ZIK | HOF·FER
Executive Creative Director: John Matejczyk
Copywriter: Mike Gallucci
Art Director: Stevan Chavez
Print Producer: Katy Aquino
Account Supervisor: Courtney Lovell
Assistant Account Manager: Kashmir Hyder
Production Company: PACIFIC DIGITAL IMAGING