" Print takes longer because of its rationality, because you need to engage the reader in more than just an assertive, image-based discussion. You've got to give them something which makes them stop, look, and respond. "
Print is an intelligent medium. It demands from the reader his attention and rationale. It does not give the obvious; its reward lies in scrutinizing the interaction between copy and art direction. It is a like puzzle.
BBDO Germany's "Spot the danger before you do" for Mercedes-Benz Czech Republic is an example of this puzzle. The print ad first leads you to the copy. You then proceed to the visuals and realize you are in your car driving at night. At that, you ask yourself about the danger the copy is implying. You search for clues and begin admiring the bokeh, the wonderful display of circles conveying something, or someone, is out of focus.
Ad Agency: BBDO Germany
Client: Mercedes-Benz Czech Republic
Then, magic. The circles form letters and provide your answers - C H I L D , B I K E, D E E R. It all makes sense now. You pause in awe. That was a rewarding journey.
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