Saturday, February 09, 2008

An Idea So Good It’s Worth Repeating

There are a limited number of great ideas out there, so I have sympathy for anyone in a profession that constantly has to crank it out. However, I would like to point out that the Globe’s new marketing campaign feels a little borrowed. Not stolen, exactly, but, well … here is a clipping from the Globe’s press release:

Globe and Mail Breaks New Marketing Campaign
Toronto – January 21, 2008 – The Globe and Mail today launched a new marketing campaign featuring striking graphic image advertising and unique installations in prominent public sites in Toronto and Vancouver.

The advertising runs with the tag line “Imagine Where The Globe Can Take You” and features singular images of items such as a green apple, a chicken, and a glass of water. Surrounding the items are potential headlines from various parts of The Globe and Mail. *For example, the headlines around the apple include Report on Business: “One millionth iPhone sold”, Globe Focus: “Adam and Eve Versus Darwin”, and “Globe Life Style: The ultimate apple cobbler recipe.”*
(emphasis added)

Basically, the same item generates three very different perspectives. If I didn’t know any better, I’d say that resembles York University’s long-running and award-winning marketing campaign: