It’s Day 21 of my 28-Day Creative Challenge and I’m well over halfway through sorting and organizing my creative morgue files. The ad that I selected for today is from March 1994. It shares a variation of a concept also used on the Day 11 ad. Both ads feature a powerful photo of two people who at first glance are very different from each other. The copy tells us that they ARE very different people but with something in common — the PowerBook.

The writer kept the copy to a minimum, giving us two easy-to-read lists to quickly skim. Subliminally speaking, because nowhere is it written, we understand that the PowerBook is liked and used by both the young and the old. The designer’s use of color for the Apple logo and white space to frame the photo works to make this a strong ad and a real keeper for my collection.

What an eye catching headline! The designer could have easily left the font (Helvetica Black Condensed) a solid red, but instead added an effect that makes it look as if it’s painted on the wall. I think it was well worth the extra effort, don’t you?

Join me in my 28-Day Creative Challenge. Let me know if you agree or disagree with my selections or if you can you provide a better example. I’d love to hear from you!

Day 19 of my 28-Day Creative Challenge.

Check out all the “white space” this ad has. What a concept — and I mean that both literally and figuratively. It uses only 23 well-chosen words in both headline and body copy, a golfing photo that uses psychology to appeal to our hedonistic nature (that’s worth at least a thousand words, right?), and a powerful product shot. Toss in the two logos and a wee bit of descriptive copy that includes price, and we have a strong, clean ad. And that’s how it’s done folks!

This ad has certainly found a home in my creative morgue files as a reminder to continue to fight for “white space.” If you’d like to participate in my 28-Day Creative Challenge, please send me links to download or printed samples of creative work that you find inspiring. If it inspires me too, I’ll feature it here along with a link to your blog or website. Or you could just post a comment.

Day 18 of my 28-Day Creative Challenge.

Okay folks, the jury is still out on this one. Should I keep this ad in my creative morgue or throw it out? The design is extremely eye-catching and creative but something about it bothers me. I can’t put my finger on it, maybe the car should be pointed upwards… I don’t know, what do you think, should it stay or should it go?

This is Day 17 of my 28-Day Creative Challenge. I’m keeping this 2001 manual as a reminder to never miss an opportunity to build a relationship with a customer, in this case — the often overlooked groom.

When a man is about to spend 2 to 3 months salary on a diamond engagement ring he deserves to be catered to, don’t you think? Helzberg Diamond’s 28-page “Guy’s Engagement Manual, A Guide For The Man About To Propose” does just that. It’s full of helpful proposal ideas, check lists, encouragement and most importantly of all, educational information about diamond engagement rings.

One of their proposal ideas is for the groom to put the ring on his pinkie. He then pretends he hurt his hand and wraps it sloppily in a bandage. When he asks her for help re-wrapping it, she’ll notice the ring and he then proposes marriage. Do you have any other unique ideas for marriage proposals that you can share with us?

This Plus Membership Guide from AAA uses a silver metallic paper stock for the cover and both matte and gloss varnish on the cover images. When it’s opened there’s white stepped pages with gold metallic ink used for headlines, subheads and border trim. There’s also a sticker with three AAA decals for my car window glued to the inside front page. What an elegant piece, it can’t be fully appreciated unless you actually hold it in your own hand. I’m a paper addict, what can I say?

If this is the first you’ve heard of my 28-Day Creative Challenge, you may want to learn what it’s all about by reading: My Challenge: 28 Days To Clean Up My Creative Morgue. It’s a short post, only one paragraph.

Day 15 of my 28-Day Creative Challenge.

Paper drink coasters aren’t just for bars anymore. They’re a great way to keep your logo, website and also telephone number in front of clients and prospects. Be sure to give them plenty. Leather one’s are nice as well, and will last much longer.

I hope everyone has had a fabulous Father’s Day today!

Day 14 of my 28-Day Creative Challenge.

I love foil labels and this is my favorite! They’re a great way to add an additional message to your promotional material. This one arrived in my mailbox in 2003 on an envelope from Warren Printing. Isn’t it attractive?

Would you like to be part of my 28-Day Creative Challenge? Send  me your links to download or printed samples of creative work that inspires you, and if it inspires me as well, I’ll feature it here along with a link to your blog or website.

Romanticizing the product as they do here is a psychological advertising technique often used by retail. As a matter of fact, that’s how the tradition of giving a large diamond solitaire engagement ring was created – from a De Berre’s advertising campaign.

Looks like this ad from 1995 has found a permanent home in my creative morgue. Today is Day 13 of my 28-Day Creative Challenge. TGIF!

Day 12 of my 28-Day Creative Challenge.

Thank goodness I’m taking the time to sort through my creative morgue, keeping only the very best, because this direct mailer was filed so deep that I’d forgotten all about it.

This brown paper bag has a message on one side and the address label, return address and postal indicia printed and glued to the other side. It serves as a visual aid and complements a concept designed to tug at the heart strings and loosen the purse strings of it’s recipient. It’s a keeper!