At a glance:
- Many creatives first think of digital when considering innovation – but nothing surprises people like a clever print ad.
- The best newspaper campaigns aren’t a dumping ground for unnecessary details.
- There’s a lot to be said for simplicity, if the right idea is executed correctly.
“I often visit Achill Island [off the coast of County Mayo] where my mother-in-law spent some of her childhood, and it’s impossible to find phone reception,” says Alan Kelly, executive creative director at Rothco. “Sometimes that can be a good thing… but not if you’re a resident or telecoms company.”
Well, worry no more, Alan’s mum-in-law! A new service by Ireland’s largest telecom, eir, uses Wi-Fi to boost reception in weaker “black spots” across The Emerald Isle. But you might not have heard about Wi-Fi Calling at all if you hadn’t picked up the Irish Daily Mail late last year.
The October 6 issue of the newspaper featured a world first in print advertising: every black dot/spot in the publication – from the full stops and semicolons, to the little tittles (stop giggling, for God’s sake) on the i’s and j’s – was replaced with a colourful eir dot.