Browsing through Communication Arts' website, yet again, I found a very interesting and inspirational article under their "Exhibit" tab. The inspirational part I will get to later; the interesting part is that an ad agency--Colle+McVoy, created a print campaign for the RBFF or Recreational Boating &Fishing Foundation for those of us non-outdoorsy people.
The magazine touches on the organization and their message to get people to fish, but it also provides the avid fishers with pertinent information like hot spots for fishing, campgrounds with fishing lakes, etc. The creators used every inch in the magazine to provide as much facts and unique design details: a fish getting "caught" by the staple in the middle of the spread, page numbers also signify a fact at the bottom of each page.
This was an inspirational piece because it is what I aspire to do and hope to do on a daily basis in the future: making everything beautiful. This ad agency took something very, in my opinion, boring and what might only appeal to a select group and made it appealing to very different people and groups. Their fresh, snappy layout and quirky design solutions (such as highlighting the word fish in an article), allow anyone to become engaged and pick up a tip or two about fishing...or perhaps instill a need to go fishing.
I appreciated the fact that this tiny article was image dominant: several pictures such as the one below were lined up and down on the left side of the site while the text took up a third of the space and was located on the right side. Links to both the ad agency and the fishing organization were found at the end of the piece. Again, this was a small article but I found it engaging and I even went to both of the websites.
Small but impactful.
