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07.29.11

Fotolia print ads

Print Ads, Self-Promotion

What separates an excellent ad from an average one? Ask MacLaren McCann Calgary, the ad agency that came up with Fotolia’s award-winning, “#1 in Europe” campaign. The agency took a risk, broke the rules, pushed the boundaries of advertising and unleashed some creative writing and a block of typography (so tightly-set that it’s almost hard to read) to create a series of print ads that included no talk of price, quality or product—and, most importantly for a stock photo agency, no photos. From only single run-on sentences, a couple fragments and a dash of tastefully arrogant sarcasm, they informed a global audience that Fotolia is Europe’s number one stock photography company, and proud of it. MacLaren McCann played to both American and European stereotypes to create eight short narratives that encourage people to take the trendy route and join Fotolia’s super-cool list of users. The payoff was huge: ads so cheeky it takes effort to NOT read them all the way through.

Mike Meadus, art director/creative director/typographer; Nicolle Pittman, writer.

www.maclaren.comwww.fotolia.com