Projects with small budgets and big hearts continue to create wins at Smart Creative. We were just informed that the key art we produced for the film "Endure" won a statewide Gold ADDY at the 4th district American Advertising Federation creative competition. It's now up for a national award and we'll keep our fingers crossed. In the meantime, here's a funny little backstory that few people got to hear.
Smart Creative was recently tasked with tackling some last-minute communications to help get the troops from the American Advertising Federation to the Rally in Tally - the industry's chance to say our peace with legislators at the Florida capital. The chosen tactic was eblasts, and I thought this might be a good chance for a quick discussion on what makes for effective advertising with those sometimes spammy little mass messages we get.
Personally, I like to approach an eblast as I would a billboard or a poster. Few words, quick messages, strong contrast, and easy-to-understand concepts.
Here's a nifty little trick from Smart Creative's Tymn Armstrong for designing on transparent materials. Tervis Tumblers now let you design your own wrap for their products, and it's easy to go overboard with colors and patterns. In this case keeping it simple actually creates a super-cool effect when you use white as a single color imprint. When the glass is empty, you still achieve a subtle reveal but add ya' a little diet coke and you get fantastic contrast and a message that really pops. Not too shabby.
