The pro bono campaign started at Fallon McElligott in Minneapolis in 1980, then gravitated to Cevette & Co., also in Minneapolis, but came East when the creative team of Chris Lange and Michael Hart joined Mullen Advertising in Wenham, Mass.
This year’s work, which is ultimately for the Minneapolis-based Church Ad Project, is a colorful departure from previous black-and-white efforts.
A sepia-toned print ad designed to look like a page from the Bible opens with a picture on the left and the body copy on the right.
In one execution, a scorecard from the Westwood Golf Club is paired with copy that reads: “Just a reminder that God not only knows where you were last Sunday, He knows you didn’t really par the 15th.”
“The message is to get you to think about the big picture,” said art director Lange. “It’s to stop you, and make you think about the role of religion in your life.”
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