In an interview with Campaign India, Graham Fink, chief creative officer, O&M China and Foreman of the Press Advertising category at D&AD said that while the winning campaigns such a JWT Shanghai’s ‘Heaven and Hell’ for Samsonite and ‘Quick Draw Wins’ from O&M Malaysia for Mattel (Pictionary) were very impressive, the bulk of entries in the Press Advertising category left him disappointed.
“A lot of it was work we, the jury, had seen before or vey formula driven,” said Fink. “There is a lot of innovation that can be driven into press advertising with advent of technology like getting the iPhone to read invisible ink or attaching one’s headphone to a microchip in a print ad.”
He also spoke about the future of long copy in print and some campaigns that prove that print advertising is far away form extinction.
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