dare to be different

In today's tough economy, it's hard for business owners to take risks. It's simply easier to do what's safe, what you know works. Nothing wrong with that. But sometimes it's good to be different, to stand out from the crowd.

When it comes to advertising, it's even more important to differentiate yourself from all your competitors and to grab the viewer's attention.

Recently I finished an ad for B&B Print Source that is sure to make you stop and look:

With the tagline of "we think before we ink," it was important to reinforce that message with a strong concept. Working with super-talented copywriter Erin Codazzi, we came up with a winning combination of a powerful visual and compelling headline.

Another example of (quite literally) standing head and shoulder above the crowd is this ad for Shikosha Dental Laboratories:

Instead of using the typical stunning model with a dazzling smile, we played up their tagline of "where technology and art meet." By showing a classic marble statue and referencing a world-famous artist known for his perfect sculptures, we effectively reinforce the message that Shikosha's technicians are artists when it comes to creating crowns and dentures.

So go ahead, dare to be different.