Computer Arts Projects issue 110

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Advertising is an area of design that attracts a lot of media attention, with adverts featured in news stories, and a plethora of awards ceremonies for outstanding work. In this issue we’ve taken a look at the industry as a whole, from TV and print ads to billboards, online adverts and virals.

As the D&AD judges note, a lot of the most recent outstanding work has been done for charities and causes, but even these aren’t guaranteed to be accepted. Our feature on banned ads shows how designers walk a fine line between controversy and critical acclaim.

Now is a great time to be working in advertising, with the explosion of digital opportunities and virals. We caught up with the industry’s leading lights, to find out exactly where the future is heading…

Kate Evans, Editor

IN THE MAG

FEATURES

The history of an ad campaign
Mark Ramshaw looks back at 80 years of Guinness advertising, from the menagerie of animals to the award-winning noitulovE

The ads they don’t want you to see
Klaus Zwangsleitner reveals a selection of ads from around the world that failed to make the grade – and looks at why

The cost of advertising
With so many options available, Ed Ricketts looks at the costs of each advertising medium and weighs up the alternatives

The spread of virals
Dom Hall explains how online viral adverts have risen in popularity, and why big brands are turning to peer-to-peer advertising

Advertising around the globe
Richard Wentk examines the advertising trends outside the London/New York axis, where creativity is taken to new heights

How to win awards
Matt Havercroft speaks to the D&AD judges and discovers the winning formula for getting those gongs

PROFILES & INTERVIEWS

M&C Saatchi interview
We speak to creative director Graham Fink about his colourful history of ad design

Fallon profile
Head of art, Mark Elwood, takes you behind the scenes of the Cadbury gorilla and Skoda cake

Duke’s favourite advert
The team at Duke discusses an attention-grabbing campaign for the Metropolitan Police

Poke’s favourite advert
Iain Tait explains his admiration for a series of interactive Norwegian web ads

TUTORIALS

Faking it in Photoshop
Rob Chiu reveals the secrets behind his advert, combining a seagull and a rhino

Designing online adverts
Paul Wyatt explains the design principles behind creating a cohesive online ad campaign

Build a viral campaign
Create your own Flash game to use as a viral advert, with the help of T-Enterprise

Use motion graphics
Ingi Erlingsson reveals how you can animate your advert with After Effects

ON THE CD

Advertising design showcase
This month your free CD includes samples of adverts by McCann Erickson, TBWA, Publicis and AMV BBDO, as well as many more top design agencies and creatives. Plus you’ll find an extract from a leading online advertising book, and this issue’s tutorial files…