GIVING QUALITY THE ONCE-OVER

A “Murphy’s Law Deactivator.” That’s what Maris, West & Baker built into its print campaign for the Southern Bag Corp.
Potential clients are advised, “Shock may result due to the unexpected emphasis on quality.”
Other executions by the Jackson, Miss., shop for the industrial packaging producer in Madison, Miss., include an employee “Effort Gauge” that registers “Normal” in the 150 percentile range. A “Ducks in a Row” control panel contains switches that input work levels ranging from “The
Once-Over to “Fine-Toothed Comb.”
“We’re trying to communicate superior quality and service to a trade audience that has heard these claims a million times before,” said MW&B creative director Eric Hughes The three-part print series will run in Seed World, Grain Journal and other trade publications beginning in July.
Separately, Maris, West & Baker has received a national Addy for its anti-smoking campaign directed at Mississippi teens.
–Vincent Coppol