Unravels the creative processes behind some of the most original and effective campaigns of recent years, showcasing over two hundred examples of international advertising from media including magazines and billboards, television, cinema and the Internet.
Highlights different methods for creating original and unforgettable advertisements, from finding the elusive ‘big idea’ to re-working classic techniques. Covers award-winning work from some of the biggest and most influential names in the industry, alongside exciting young agencies. All brilliantly demonstrate a fascinating range of approaches including
• Ways of visualizing concepts
• The art of illusion and paradox
• Using metaphor and analogy
• Deploying shock tactics and humour
Includes interviews with international professionals, providing unique insights into the working practices of top creatives.