Kleenex kitchen tissue
Isn’t it just wonderful when they can pull off a campaign with no copy at all?
I’ve been told many times that there can be a design consisting only on type (which I agree), but that there’s no such thing as a design without it…but this campaign, among others, makes me wonder about that. And I should add that designs which work without a copy, are really really strong ones!
What are your thoughts on this one?
Advertising Agency: JWT, Beijing, China
Creative Director: Jordan Xue
Art Director: Dechun Qiu
Copywriter: Su Wang
March 14th, 2008 at 8:17 am
[...] Pete Ashton wrote an interesting post today onHere’s a quick excerptClick to enlarge the ad. Click to enlarge the ad. Click to enlarge the ad. Isn’t it just wonderful when they can pull off a campaign with no copy at all? I’ve been told many times that there can be a design consisting only on type … [...]
March 14th, 2008 at 10:53 am
I love this campaign! So well rendered. Clear communication of product benefits. The only peeve I have is that I might not be able to ID the brand of towel with it shown that small in relation to the pour image. But then again, if the package were larger the ad would lose its chic.
March 18th, 2008 at 10:41 am
This advertisement works so well, despite not having any copy at all, because of the single, powerful visual. The visual serves as the visual headline.
Great ad 