Purple reigns

Tough times test an agency’s new-business creativity, no doubt about it. The Creative Department in Cincinnati was looking for ways to draw attention to its new Web site.

The answer: purple balls.

The shop sent a large, purple playground ball, encased in a purple bag, to potential clients and the media, suggesting that the recipients “Have a ball.” The package contained the agency’s new-business kit and its Web site address, where the creative department’s bouncy purple logo guides viewers.

Michael Comstock, associate creative director at the shop, said the idea for sending the playground balls sprang out of the talking logo used on the Web site.

The balls themselves were sent to the agency from an overseas sup plier—deflated. Employees went to work with hand pumps to complete the promotion.

“We have a lot of dedicated people here,” Comstock said. “And a lot of hot air.”