Magazine Ad

GOAL: Client needed a half-page ad for Plastics Decorating magazine that would promote their ink used for plastic in-mold decorating.

CONCEPT: I know nothing about ink or the science of printing. … but I know how to read. Knowing that the audience is filled with people who work in manufacturing or printing for manufacturers, I knew that quality, budget, and time (some ink takes longer to use or to dry) are their main concerns.

While reading over the spec sheet for this ink, I saw that it said a “tie coat” was not necessary in the printing process for this ink. With a little research, I found out that printing a tie-coat was typically a necessary step in the in-mold printing process in order for the main color coat to adhere properly. Using that piece of info as my inspiration, I focused on creating a headline to share that the user would do less work and get the same quality, or “get away with something.”

I proposed this headline and another, which was “No one will know you did less.” The client chose this headline.