Client: Greater Cincinnati Convention & Visitors Bureau, Cincinnati
Agency: Sive/Young & Rubicam, Cincinnati
Creative Director: Michael Kitei
Copywriter: Bruce Carlson
Art Director: John Nagy
Photographer: Jeff Kauck
Cincinnati is known as the Queen City, but it doesn't always receive the royal treatment as a convention venue it feels it deserves. This print campaign from Sive/Young & Rubicam targets convention and meeting planners with an array of information about the city's attractions.
Headlined "Cincinnati. Get in on the secret(s)," each of the four two-page spread ads presents an image of the city from a different viewpoint--a satellite photo, a hand-drawn map on a napkin, a memo on a computer screen and a coin-operated telescopic viewer pointed downtown. The goal is to give planners the "big picture" about Cincinnati and its cultural attractions, dining options and 300,000-square-foot convention center.
"Some convention and meeting planners have had a negative or even no image of Greater Cincinnati," said Dale P. Brown, agency president and chief executive officer. "What these ads show is that when people learn about the city, they're pleasantly surprised." The ads are running in trade publications such as Executive Update, Successful Meetings and Meeting Professional. --Scott Hume
Client: Kansas Crisis Hotline
Agency: Callahan Creek, Topeka, Kan.
Creative Director: Doug Stremel Art
Director: Ferry Keizer
Designers: Pam Denman and Linda Kunkle Park
Photographer: Jon Hardesty
Print Production: Martine Padilla
Working with a regrettably small budget of $65,000--less than what a single used-car dealer might spend on marketing--Callahan Creek fashioned an extensive multimedia campaign for the Kansas Crisis Hotline, a central phone number that victims of physical, sexual and mental abuse can call for counseling and help. The campaign includes posters, brochures and public relations programs, as well as TV, newspaper and radio public service announcements.
For the TV spots, Callahan Creek enlisted Kansas Attorney General Carla Stovall, whose office supplied funding to create the hotline, as the spokeswoman. A female voiceover explains the problem: "Someone is abused every 15 seconds. That someone may be your neighbor, your friend, your mother, your brother, your daughter, you."
Stovall appears at the end, providing the toll-free phone number and explaining the hotline's role as a confidential problem solver.
The voiceover copy is carried through print ads and brochures, accompanied by simple photography reinforcing the message that everyone is vulnerable to abuse. --Scott Hume
Client: Minneapolis Star Tribune, Minneapolis
Agency: Gabriel Diericks Razidlo, Minneapolis
Creative Director/Copywriter: Tom Gabriel
Art Director: Wayne Thompson
Producer: Julie Sadeghi
Director: Tom Matre
In an effort to promote the supersized employment section included in the Jan. 11 issue of the Minneapolis Star Tribune, TV spots from Gabriel Diericks Razidlo feature the career dreams of three different people.
One 30-second spot features George, an inept Renaissance fair worker who fantasizes about becoming an accountant, with an office, desk and pencils. "The best thing is," he says, stretching his tights away from his leg, "I get to wear pants." The other spots feature Ed, a lumberjack who aspires to be a fashion designer, and Heather, a comedian who dreams of working for the Internal Revenue Service.
After each character tells their story, the Star-Tribune's hefty Super Job Sunday section falls into the frame, as a voiceover claims, "It's where people and careers find each other."
Though the Jan. 11 "Super" section was intended as a onetime feature, agency creative director Tom Gabriel said the newspaper may run another later this year if this first effort proves successful. --Aaron Baar