NEW CAMPAIGNS: NEW ENGLAND

Client: Anti-Defamation League of New England, Boston Agency: Bronner Slosberg Humphrey, Boston Executive Creative Director: Mike Slosberg Creative Director: Michael Solow Copywriter: Michael Solow Art Director: Mike Ware Mac Artist: Sarah Aubry-WidellInstead of targeting the perpetrators of hate crimes, a series of ads created by Bronner Slosberg Humphrey in Boston for the Anti-Defamation League of New England, also in Boston, is aimed at witnesses of such acts who do nothing. Posters were distributed in schools--public and private--across Massachusetts in April, and smaller versions began appearing in transit stations in and around Boston early this month.Featured in the ads is a strikingly large image of a male face looming from the middle with actual newspaper headlines of hate-related incidents plastered across his features. 'You Can't Turn Away From Hate,' the headline shouts in bold red. Above, the body copy reads, 'In the past few years, more students have reported more hate crimes in their schools. But many more are never reported. If you see something hateful, do something about it.'Said creative director Michael Solow, 'We wanted to say to (kids who witness hate crimes), 'If you see something like this, it imprints itself on you, and you have to act responsibly.".....--Sarah Jones------------Client: Steinway & Sons, Long Island City, N.Y. Agency: Wallwork Curry, Boston Creative Directors: Bob Curry, Jack Wallwork Copywriter: Jay Courtney, Jack Wallwork Art Director: Joe HigginsWallwork Curry's latest print campaign for Steinway & Sons uses stylish visuals and subtly clever copy to convey the quality and elegance of the client's handcrafted pianos. One shows a Steinway piano in a sunny, elegantly appointed drawing room. 'A Steinway is Meant to Be Seen as Well as Heard,' reads the headline. The copy begins: 'The gifted hands of Steinway craftsmen create pianos with a sound celebrated for its richness, emotion and power. . . encased in the world's most beautiful woods . . . prized for its exquisite color and character.' This is Steinway's first full-scale brand-building effort after several years of running product-driven ads, said creative director Jack Wallwork. The challenge is to reintroduce the brand to young consumers, he said. The ads appear in upscale publications such as The Robb Report and The New York Times Magazine......--David Gianatasio--------------Client: Bread & Circus/Whole Foods, Newton, Mass. Agency: Pamet River Partners, Boston Creative Director: John Amicangelo Copywriter: Rob DaviauArt Director: John AmicangeloPamet River Partners hopes to make Bread & Circus stand out in the burgeoning market of health-food grocers by targeting not just shoppers' stomachs, but also their heartstrings. The Boston shop was named agency for Bread & Circus in January, and in May, it broke the first in a series of eight print ads in major newspapers and regional magazines from Portland, Maine, to Philadelphia. Each ad lists various foods for sale in the right column and has illustrations of customers preparing meals, eating or shopping in the left column.'Bread & Circus has such strong competition that they decided to reassert their leadership position and engage in a more personal conversation with the customers,' said Pamet River Partners chief executive officer Margaret Coughlin.The new look targets both genders, she added, positioning the store as a 'reflection of you as a person.' Media spending is in the seven-figure range, Coughlin said......--Sarah JonesCopyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVEDSCROLL New England

Brand Marketing

NEW CAMPAIGNS: NEW ENGLAND

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