This print campaign for DU. Arts and Culture Magazine is certainly unique because of its perfect way of execution. However, the campaign fails to achieve its primary target- to attract the attention of the target audince. Having failed at the initial stage, the campaign will not have a long-term impact.
But, the effort to create this print campaign is worth mentioning. The campaign, developed by Euro RSCG, Zürich, used a real eye-tracking device recorded how a reader looked at a page of a “DU” issue. The original lines generated during that recording were printed as an ad
CREDITS
Advertising Agency: Euro RSCG, Zürich, Switzerland
Executive Creative Director: Frank Bodin
Creative Director: Axel Eckstein
Copywriter: Ivan Madeo
Art Director: Christina Wellnhofer
Graphic Designer: Sarah Kahn
