D&AD: The Copy Book by D&AD

D&AD: The Copy Book



Download D&AD: The Copy Book

D&AD: The Copy Book D&AD ebook
Page: 368
ISBN: 9783836528320
Format: pdf
Publisher: Taschen America, LLC


Documenting the art of writing words that sell, D&AD, the Copy Book is a beautifully compiled publication on, possibly, the most challenging field. 'I don't even understand why this is in. Be warned though, he doesn't pull any punches. There's no copywriting on it.' (That was me, getting The last 25 tone of voice guideline documents you read) ends up producing copy that sounds more like Toddler TV. Take it away Mike… (and thanks!). I nearly got fired because of my arrogance and attitude. Solution: Create the 'one on one' experience. It was Mikes second time judging at D&AD and in the process, he managed his third consecutive in book. Problem: Make book aware to creative students, and create a sense of need for it. His book design teams up with its reader. Their work spoke volumes, but to get hired in Europe and in the US, something . The highly acclaimed Copy Book on how advertisers create texts won him this years D&AD Award. An interesting read as I'm sure you'll agree. Along the way, Steve takes in D&AD White Pencil awards, 60s ad maverick Howard Gossage, and even Bill Clinton. The Copy Book [D&AD Advert Entry]. I wrote down ideas, rather than try to illustrate these dreary bits of copy. Re-united from Central School in competition for clients such as Mobil, Penguin Books, IBM, and Pirelli, these two pioneering 'design groups' put their energy and enthusiasm to the age old problem of any fledgling studio: getting known.





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