SPH Ink Awards is a annual competition to honour the best in print advertising. In this day and age where there’s info overload and it’s tough to get people’s attention even for a few seconds, it’s surprising that 2 of the award winners in the press ad campaign category were copy ads.
What copy ads refer to are advertisements where copy (text) plays the main role in communicating the message other than visuals. The 1st prize winner was the campaign “Life Before Death” done for Lien Foundation. I had seen several of them in the newspapers and they did catch my attention but honestly I did not read them in detail.
For the 3rd prize winner, I saw them on MRT platform ads (which I actually took pics of using my HP some time back) and was immediately struck by its genius! The product is the Visa Signature Card, targeted to frequent travelers who enjoy a premium lifestyle. I love how the copy subtly brings out the personality of one who holds the card, while also mentioning the benefits of the card without hard-selling. The handwriting idea links back to the product name. Really find the idea behind it very refreshing like a credit card ad!
You can click on the pics for the full size version.
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