Tip #32: Ask "Where?" instead of "What?"

Instead of focusing only on what your headline could be, try thinking where it could be. Where’s the most perfect or powerful or ironic or iconic place for your message to appear? 

(And PS. it doesn't literally have to run in these places for it to work. That's what the magicians we call designers and art directors are for.)

Brand: NYC Taxi. The copywriter and art director were both Liem Nguyen. Not sure about the agency or if this was spec. Either way, Liem wins.

Brand: Oldtimer. Agency: Demner, Merlicek & Bergmann, Vienna.

Brand: ABC. Agency: TBWA Chiat Day, LA.

Brand: The Miami Rescue Mission. Copy reads: When you’re homeless, the world looks different. The Miami Rescue Mission.

Brand: Steggles. The other examples have all been interesting media placements but they could all work as a static image like this one. For example, just because your client doesn’t have the budget to slap a billboard around a tunnel doesn’t mean you can’t create the image. The egg reads, “This is the only time a Steggles chicken is kept in a confined space. We have no cages, just big barns.” Agency: M&C Saatchi, Sydney.

Brand: careerbuilder.com. I'd bet my son ... (okay ... maybe just my dog) that there was no brief asking "what message could we put on top of buses in the downtown core?". Don’t limit your thinking to what’s requested in the brief. Agency: The Martin Agency, Richmond, Virginia.

Brand: The Weather Network. Holmes & Lee, Toronto.

Brand: The Economist. AMV-BBDO London. *Thanks to Creative Director and Copywriter, Zainul Barodawala, for reminding me of this one.

Patagonia tags that came out this past week.

Hi, I'm Dan. I write stuff to help creatives build their craft and thus, confidence. Follow or connect with me here to get stuff like this delivered to your brain. Or subscribe to my newsletter and have it delivered to your (bra)inbox. See the first comment below to subscribe.