Supporting the Arts for 75 Years*

The Situation

Warner Norcross & Judd had previously supported the Grand Rapids arts scene for 74 years, always running a full-page ad in the program at each show. Typically, their ad was simple and elegant, featuring a classy image of an instrument and the headline, “Supporting the arts for x years.”

For their 75th year, they were considering doing something more fun for the ad and hired The Image Group to produce it.

The Solution

They’re lawyers. If they want to have some fun, they can resonate with a lot of people by having that fun at their own expense. I added an asterisk to the classic headline, then included the fine print made infamous by lawyers everywhere.

The graphic focus of the ad is the headline and the company logo. Anyone quickly flipping through the program will get the information needed – Warner Norcross & Judd supports the arts. Anyone who takes a little extra time to read the fine print might have a chuckle and might appreciate WNJ a bit more. It’s not necessary to read, but it’s a fun bonus.

The Result

They opted to go with a simple, elegant ad featuring a classy image of an instrument and the headline “Supporting the arts for 75 years.” Without the asterisk.