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!

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!

Today is Day 11 of my 28-Day Creative Challenge.

This is one of my all-time favorite ads. I’ve had it for 10 to 15 years and from the looks of the holes in it, it’s even been push pinned to my wall at some time. The photo itself speaks volumes. Both ladies are school students wearing dresses and carrying metal lunch boxes. Gertrude is the Senior Adult Student of the Year and is 105 years old. What a touching human interest story and what a powerful photo. There’s minimal copy and lots of white space too, wonderful!!

This business card from Neenah Paper does it all! It represents the account manager, the company and the paper that it’s printed on. It shows how the paper performs with metallic ink and when die-cut, perforated and folded. It’s two-sided and uses the back to promote the paper and other papers that this company sells. It does all this while still keeping the design clean and airy.

This is Day 9 of my 28-Day Creative Challenge and I’m keeping this card to remind me that business cards can be mini brochures too!

I found this ad from 2008 filed under “type treatments” and will be keeping it but throwing out everything else in that old folder. Why am I keeping this one? The headline is a great example of how to take a strong message and make it even stronger. To a reader quickly glancing at the headline they read “learn.” and “lead.” and that gets directly to the point in just two words doesn’t it? Be sure to select the correct words that emphasize your point when using this technique.

Does anyone else find the writing behind the headline distracting or is it just me?

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!

I love simplicity, don’t you? That’s why I’ve selected this piece for Day 8 of my 28-Day Creative Challenge. It seems to be a fairly simple concept but ask any designer or copywriter — it’s not easy to be simple.

One of the most common advertising mistakes made today is too much copy/text. For advertising to be effective, you must use as few words as possible in both print and web. This creative 6-panel piece for a NE Ohio hospital system does just that.

Be part of my 28-Day Creative Challenge by sending 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.

Have a great weekend!