New Campaigns: Midwest

Client: The Daily Herald, Arlington Heights, Ill. Agency: Arian, Lowe & Travis, Chicago Creative Director: Mike Fornwald Art Director: Jennifer Pitt Copywriter: Shannon Lavin Illustrator: Mark Ulricksen The suburbs? Yuck, right? That's the common, snobby perception of urban denizens that Arian, Lowe & Travis adopts for a trade campaign for The Daily Herald, a growing daily newspaper serving suburban Chicago. Headline copy for one print ad in the series, targeting companies and their agencies, jokingly reminds them that the suburbs are the place "where all the malls are." Another ad carries the headline "After all, we're just asking you to place an ad in Schaumburg, not live there." A common subhead for the ads reads, "The Daily Herald. Because the city has its limits." The ads use illustrations from Mark Ulricksen that keep the tone light. The series is running in regional business and trade publications. -Scott Hume ______ Client: Indian Summer Festival, Milwaukee Agency: Hoffman York, Milwaukee Art Director: Ken Butts Copywriter: Tom Jordan Photographer: Scott Lanza Catherine Lottis designed the model coins and calender used in a poster and billboards to promote Milwaukee's annual Indian Summer Festival. Tom Jordan, a managing partner of Hoffman York who served as the copywriter, said he wanted a simple piece of advertising to convey the basic message and found it in a sandswept calendar indicating the dates of the festival with Indian head pennies placed over Sept. 5, 6 and 7. Lighting gives the effect that the calender is some sort of archeological find, replete with mysterious, hieroglyphic-like markings, including a hopeful sun in the upper corner. The bottom copy gives the location, Milwaukee's lakefront. -Trevor Jensen ______ Client: Iams Co., Dayton, Ohio Agency: W.B. Doner & Co., Southfield, Mich. Creative Directors: Mike Rutka and Bryan McPeak Art Director: Karl Shaffer Copywriter: Charles McAleer Photographers: Robin Hood and Brad Stanley Three new eye-catching print ads for the Iams Co.'s Eukanuba premium line of dog foods are bordered with the brand's signature color-rhodamine red, a sort of hot pink-to tie the ads to the products' packaging. The campaign emphasizes that the dog food provides superior nutrition for show and work dogs, and even house pets. The copy-intensive ads include information about OmegaCoat, a new formula that is said to improve the skin of dogs on the Eukanuba diet. Headlines on the ads are tongue-in-cheek. One shows a dog running through brush with the headline "You try running through here full tilt. (Naked)." Another shows a well-groomed dog lying down indoors with the headline "With all the effort you've invested, you could claim her as a dependent on your 1040." -Tanya Gazdik

Brand Marketing

New Campaigns: Midwest

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