Client: Victorinox (Swiss Army brand sunglasses), Shelton, Conn.
Agency: Hill, Holliday, Connors, Cosmopulos, Boston
Creative Directors: Mike Sheehan, Dave Gardiner
Art Director: Tim Foley
Copywriter: Marty Donohue
A national print and outdoor advertising campaign for Swiss Army sunglasses positions the new high-end eyewear as the next essential piece of equipment from the makers of Swiss Army knives. ‘We were using the legacy of the Swiss Army knife, riding the coattails of that into the product launch,’ said Marty Donohue, the Hill, Holliday, Connors, Cosmopulos copywriter who helped create the campaign. One execution depicts a motorcade with the copy ‘American presidents have given our knives as gifts to emperors, kings and dignitaries. Now they’ve got a little something to offer their Secret Service pals.’ Another ad featuring military divers states ‘Navy Seals bring our knives on every one of their underwater missions. Now they’ll be equipped to hit the beaches, too.’ Each ad in the series includes a product shot and closes with the tagline ‘Shield Your Eyes.’ The campaign is Hill, Holliday’s first work for the client since it won the assignment last year. Ads will run this year in Men’s Health, Rolling Stone, Wired and elsewhere. Billboards and bus shelter posters with similar themes will also be rolled out nationwide. The client plans to spend about $3.5 million on advertisements to support the product launch, Donohue said.–David Gianatasio
Client: Mothers Against Drunk Driving, Woodbridge, Conn.
Agency: Pagano Schenck & Kay, Boston Creative Director: Woody Kay
Art Director: Carla Mooney Copywriter: Dylan Lee Editor: Tim Kane
Spray graffiti and you could get tossed in jail for six months. Drink, drive and kill someone and you may get sent home with a slap on the wrist. A Pagano Schenck & Kay employee experienced this first-hand after losing a family member to a drunken-driving accident. That galvanized staffers at the Boston agency to create a pro bono campaign for the Connecticut chapter of Mothers Against Drunk Driving. Print and outdoor advertisements, designed to look like roadside signs, compare the lenient sentences sometimes given drunken drivers with the stiffer penalties assigned infractions such as walking on the grass, shoplifting and not curbing a dog. ‘We were struck by how light the sentences were for the convicted drivers,’ explained principal Woody Kay. ‘They were
really trivializing the whole act.’ One advertisement captures the inequity with the headline ‘NO GRAFFITI.’ The body copy continues: ‘Convicted persons may serve six months in jail. That’s two months more than what a drunk driver served after smashing her car into 14-year-old Eric Zimmerman. Eric’s head was pierced by a chain-link fence, which killed him.’ The tagline is ‘It’s a serious crime. Let’s treat it that way.’ Said art director Carla Mooney: ‘We wanted to help the families see justice.’ She added, ‘By comparing a very petty crime to a serious one, we made the message very powerful and shocking.’ In addition to the print executions, the campaign includes a television commercial and billboards. Later this year, the organization intends to introduce the campaign nationally.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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