Insight: It was Hegarty who once said the best advertising came with the posters that hung in his son’s bedroom. He’d see popular singers and luxury cars plastered across the teen’s walls; in comparison to ‘page-turner’ press ads which he said are ‘gone in seconds’. The idea that our images can hang for a whole year with insights that convey the persona of the city hopefully adds to the charm. There’s no point banging people over the head with overt advertising messages – We wanted the character of the scooter to come through. Think about what the movie ‘The Italian Job’ did for Mini. It was the personality that sold the car, not the tech-specs.
Why do you deserve to win?
The craft and simplicity of the idea – All too often we are constrained by headlines and contrived visuals. What we show are little Amsterdam observations captured in-camera. I isolated the moment with a colour in colour approach with the photgrapher Jaap Vliegenthart. Thus, making them easier to recognize and highlight the available choice of colours. Freelancing for Amsterdam’s Scootercity, we’ve maximised the exposure of this idea with posters of the calendar in key locations around the city. The images will be seen on the website, social media, fly posting and of course for those lucky enough to receive the calendar.