You’re reading an article online, something important that really should require your full attention – maybe it’s political or something about the national budget. You really want to give it your full attention however, next thing you know you spot a banner ad, you get an email, a facebook notification; something that steals your focus and drags you away from the important issues. The truth is, the modern age is filled with distractions; our attentions are shorter and we’re only willing to donate our time if it’s really worth our while. So how do we break away from the polluted channels of the world wide web and focus in the news that really matters? Switch off and pick up a paper.
Studies show that you are less likely to get distracted while reading a newspaper and you are more likely the retain the information. So we created a series of print ads that are designed to show the strength of print and demonstrate the cut through the printed media has over it’s digital counterpart.
Art Direction: Ash Myburgh
Copy writer: Jane Le
This work was created as a response to the brief set for the Cannes Young Lions Australia 2017, which earned my copywriter and me a place as finalists.