New Campaigns

Client: SDRC, Cincinnati
Agency: Howard, Merrell & Partners, Raleigh, N.C.
Creative Director/Copywriter: Scott Crawford
Art Director: Joe Ivey
A man screwing different heads onto his shoulders and another with a head shaped like a computer mouse are both meant to convey the message that product design software from SDRC can facilitate innovations in the workplace. One print ad, called “Screwhead,” leads off with the unconventional premise that “nothing begets success like failure.” Copy makes the point that sometimes an idea must go through several variations before it becomes a solution, and the faster it can be taken through that “what-if” stage, the better.