| Título | Bodyclock |
| Agencia |
Mustoes
|
| Campaña |
Last Chance Saloon - Penguin Books
|
| Anunciante |
Penguin Books
|
| Marca |
Marian Keyes
|
| Posted | Julio 2000 |
| Producto |
Last Chance Saloon
|
| Sector Empresarial | Periódicos, revistas, libros
|
| Sinopsis | This execution presents in visual form that cliche of 'the old biological clock ticking away' . It dramatises the key emotional plight explored in the novel but again captures its up-beat life affirming tenor. Our heroine isn't perplexed by her predicament but rather a hint of a wry smile plays on her lips. The colouring is drawn from the palette suggested by the book. The execution carries no copy - rather relying on visual shorthand - something without precedent in the world of book advertising. |
| Filosofía | The problem facing the agency was how to convey all the values of the book in a compelling way. We recognised that the core issues in the book were emotional. (The feeling you get reading the book is one of being admitted into a tightly-knit group of friends whom you feel you've known laughed and giggled with. You can't help but identify with the characters and recognise your friends.)The creative strategy was to dramatise these emotions and make them instantly recognisable to our female target audience. |
| Problema | Marian Keyes was on the verge of becoming that rare thing - a household name author. Penguin required a big bang of a launch for the release of the mass market edition of the novel Last Chance Saloon. The book was already selling without support by word of mouth. We had to persuade readers new to the author to buy the title. The book explores the insecurities and aspirations of 3 Londoners in their early thirties who feel they've arrived prematurely at life's cross-roads in their relationships (or lack of one); they're literally in the Last Chance Saloon. |
| Medio |
Billboard
|
| Mercado | Reino Unido |
| Director creativo |
Alan Morrice
|
| Director creativo adjunto |
Paul Diver
|
| Responsable de conceptos / redactor |
Rosie Elston
|
| Director artístico |
Mary Sue Lawrence
|
