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New Campaigns

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Client: Masters of the Web, Boston
Agency: Trinity Communications, Boston
Creative Directors: Liam Shannon, Denise Sullivan
Copywriter: Prachi Junankar
Art Director: Shelley Wisnieski
Ads from Trinity Communications position the Masters of the Web design competition as a funky, worthwhile way to pass the time. Three print executions with neon-bright backgrounds feature people with tattoos and spiked hair--or no hair at all. One execution reads, "On November 6th, the people doing the most for sick kids won't be wearing white coats. (Or maybe even shirts.)" Body copy explains that they'll be in a Web contest at www.webmasters98.com, hoping to win national recognition and help charity. Participants have one day to design a site for the Starbright Foundation, an organization that provides computers and a private, interactive network for hospitalized children. Proceeds will be shared by the Starbright Foundation and Boston's Computer Museum. Ads are running in computer trade publications such as PC World, PC Week, InfoWorld and Interactive Week as well as general business publications such as Business Week, Newsweek and Fortune. --Sarah Jones
Client: Stop Handgun Violence, Newton, Mass.
Agency: Ingalls One to One Marketing, Boston
Creative Directors: Robert Davis, Kevin Owens
Copywriter: John Springer
Art Director: Emily Gallardo
Lock a gun, save a life." That's the tagline that Ingalls One to One Marketing has developed for a pro bono campaign supporting Stop Handgun Violence, a nonprofit group dedicated to firearm safety. The billboard and bumper sticker effort, which may be expanded into print and broadcast media, is designed to present "physical steps parents and gun owners can take to lessen gun deaths," said creative director Robert Davis. Executions include a toll-free number to receive materials on how to facilitate handgun safety. These are the first ads the direct response affiliate of Ingalls Advertising has created for the client. Ingalls previously worked for Citizens for Safety, which merged with Stop Handgun Violence. The agency's message is set to go up this month on a 252-foot-long billboard that overlooks one of the busiest segments of the Massachusetts Turnpike, near Landsdowne Street in Boston's Fenway neighborhood.
--David Gianatasio
Client: NetYear, Boston
Agency: Arnold Communications, Boston
Creative Director: Jay Williams
Art Director: Rachel Houk Seeger
Copywriter: Brian Merrill
Photographer: Michael Warren
The City of Boston last week celebrated an extraordinary technological feat: completion of a computer network that links all 64,000 students and 4,600 teachers in public schools.
A print ad created pro bono by Arnold Communication in Boston thanks business partners such as Intel, Microsoft, Boston Edison, 3Com and the International Brotherhood of Electrical Workers for helping to complete the project well ahead of schedule. More than $27 million in materials and services were donated from the tech industry. The execution is running in such publications as Computerworld and Marketing Computers.
The agency also created mouse pads, T-shirts, event banners and brochures with the tagline: "Boston's youth, making the grade through technology."
NetYear was hailed by organizers as the largest urban educational computer network in the country during a press conference last week. Held at the Mather Elementary School in Dorchester, Mass., the event was attended by Sen. Ted Kennedy, school superintendent Thomas Payzant and Boston Mayor Thomas Menino, as well representatives from the companies that made NetYear possible.
--Judy Warner