new campaigns: NEW ENGLAND

Client: The Hartford Courant, Hartford, Conn. Agency: In-house Creative Director: Susan Quirk Copywriters: Grant Sanders (radio); Grant Sanders, Susan Quirk and Larry Ayer (print) Art Directors: Larry Ayer, Laura Ashe and Susan Quirk To promote the redesign of Connecticut's largest daily newspaper, unveiled in its entirety today, the in-house creative and marketing department at The Hartford Courant devised teaser ads, billboards and a four-week radio effort. Perhaps the most striking idea of the campaign was a banner countdown on the newspaper's front page that culminates today in a completely redesigned nameplate. For eight consecutive days, readers were greeted with different nameplates culled from the Courant's 233-year history. The new nameplate adapts some elements from an original crest that hung on a signpost outside Courant founder Thomas Green's shop in 1764. "I wanted to pay attention to the history of the paper and its long publishing tradition," said art director Christian Potter Drury. Among the editorial changes: a page-two summary of the top stories in each section and roundups of state, New England, national and international business news. The paper's positioning line throughout the campaign promotes the "all new" Courant and extols readers and listeners to "See what's in it for you." --Judy Warner "This beautiful and ancient crest is the centerpiece of the 1997 nameplate. In the original, there was a carrier pigeon that stood for speedy delivery of the news. So, we will be using pieces of the crest, especially the bird, throughout the paper. Readers will find little bits of the crest in section fronts, in banners and in a few surprising places to reinforce the visual identity with our history." Copy in one print ad reads, "See why the redesigned Hartford Courant can satisfy your hunger for fast information." ______ Client: Community United Way of the Pioneer Valley, Springfield, Mass. Agency: Cronin & Co., Glastonbury, Conn. Creative Director: Steve Wolfberg Copywriter: Greg Edwards Art Directors: Alex Jesudowich, Maureen Gawron Producer: Lester Ayala Although a new 60-second commercial from Cronin & Co. presents a montage of enthusiastic, healthy children, it stands as a crusade against child abuse. "Rather than create a spot that emphasizes the sadness and hardship of child abuse, we developed an ad that celebrates children," said creative director Steve Wolfberg. Bob Marley's "Redemption Song" plays in the background as children are shown. "We are made of many things. Every piece is special," some of them say while listing what they're made of: skin and bones, dreams, truth and happiness. The spot concludes with a child saying, "Please do all you can to protect us." --Sarah Jones ______ Client: Duofold, Allentown, Pa. Agency: Gearon Hoffman, Boston Creative Director: Sharon Krinsky Copywriter: Mark Hohenschau Art Director: Jaymie Cantivero Illustrator/Photographer: Jim Haberl There's nothing subtle about Gearon Hoffman's national print campaign for Duofold, a maker of thermal wear and related sports apparel. One ad shows a climber pinned against a craggy peak and features the headline, "If you've got the balls to haul yourself up a 2,000 ft. icicle, we've got the thermal wear to keep them dry." Another execution depicts a skier in form-hugging wear doing a split in midair. The copy begins, "Every superhero needs a good pair of tights." All ads employ the tagline, "Take it outside." Gearon Hoffman president Bob Hoffman agreed the campaign has plenty of attitude but said the approach was fitting for the category. "It's a way to give outdoor enthusiasts what they want--to let them know Duofold keeps them out there [in the cold] as long as they want." The executions will run through February in Sports Illustrated, Outside, Skiing and Snow Country, Hoffman said. --David Gianatasio

Brand Marketing

new campaigns: NEW ENGLAND

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