By Jeff Goss, President/Creative Director
Small client, small budget: How do you get the word out? It was the perfect fit: Creation of powerful headlines to go in, well, “Headlines,” Atlanta’s premier facilitator of restroom advertising. You might say our ads were in the toilet — strategically placed above the urinals. The look was simple: crisp small white type carefully placed, as if someone were falling throughout a rich, blue-sky background, a rich blue PMS (Pantone Matching System) background. The color was actually matched to the sky in a killer photo of a sky with clouds.
The final ad design and layout execution looked so simple, with only the white type on the blue background, one would hardly know the real time was spent on the front end, crafting headlines that touched the emotion, the fear, the joy, the exhilaration of jumping out of an airplane, and then resisting the temptation to clutter it up. I drove up to Ellijay, Ga., from Atlanta to sell the campaign. I was offered a free jump, which I never took. Oh, I wonder if I drank my own Kool-Aid, with a headline like “Find out if God really likes you.” Anyhow, the campaign went on to win a series of awards, including national, regional and local Addys, Show South, Archive, NNA (National Newspaper Association), to name a few.
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