Background
One of the many effects of globalisation is an increase in UK meat imports. Some of this meat comes from countries where quality standards fall well below those in the UK. While media publicity is slowly increasing public awareness of this issue, many meat products, especially in supermarkets and restaurants, have no indication of their country of origin. The MLC has recognised this consumer concern as an opportunity to promote the quality aspect of British meat in an increasingly competitive market.
Brief
Produce an ad to appear in The Grocer magazine to outline growing consumer concern about where their meat originates and the quality aspect of 'buying British'.
Solution
Image: photo of cow in field with world map body markings
Headline: Where on earth does all your meat come from?
Subhead: Your customers need to know.
Result
Ad rejected. Cow apparently implied this was a 'beef only' ad(!). Client ran ad with alternative photo of meat warehouse interior showing various carcasses hanging from meat hooks(!) but with same headline. Sometimes I think clients shouldn't be allowed anywhere near their ads.
As a student I was fortunate to be taught by the great Bob Gill. In one of his projects we had to phone in our design solutions - clearly illustrated the superiority of ideas over style. It was a lesson that stayed with me throughout my time spent slaving away in various design and ad agencies. And it leads to a creative showcase using words, not pictures (well, maybe a couple).
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