LB Works Puts Shine On Presses

LB Works seeks to give Heidelberg printing presses the pan ache of a sporty vehicle in the com pany’s first-ever brand campaign.

“I think we’re just exposing what’s already there,” said Ed Odyniec, a senior art director for the Chicago-based Leo Burnett unit. “People who know of them think they’re phenomenal.”

Print ads that break in trade magazines this week use subtle humor in an effort to give the brand a personality. In one, a large gray Heidelberg press takes its place in a line of shiny motorcycles parked outside a grocery and diner in the middle of the desert.