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Burnett’s Headlines Anchor Its Debut Work
CHICAGO–Leo Burnett uses colorful headlines but no images from the client’s library in its first branding campaign for Art.com, breaking this week.
Print, outdoor and transit executions put large headlines, such as “Get a still life,” and “Seurat………….com,” against a stark white background. The simplicity is intended to make buying art over the Internet less intimidating, said Steffan Postaer, a senior vice president and creative director at Burnett, Chicago.
“It feels like a wonderful invitation to the art world,” he said.
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