CRITIQUE

1. Thomas Cook



This is a playful pack and amusing in places. The joke - a spoof of The

Joy of Sex, complete with brown paper wrapping - wears a bit thin over

the 12 pages of the booklet. Still, it's lovingly produced with some

great typography and illustrations. Somewhat unfortunate, though, is the

strapline - 'It's time to leave the country'. What, with terrorists in

the air and tight security wherever you go? Not such a joy after all,

then.



1. Client Thomas Cook

Agency Carlson Marketing Group

Art director Chris Martin

Copywriter Tim Lines

Medium Direct mail



2. VSO



I like the idea of VSO and I quite like these ads, although this kind of

'detail in the story' approach can be a bit irritating. The art

direction is plain and simple, the 'no budget, no frills' look is a bit

self-conscious, I feel. The creative standard for small, black-and-white

charity ads was set long ago by Saatchi's NSPCC stuff and these come

nowhere close.



2. Client VSO

Agency Leonardo

Art director Stuart Button

Copywriter Wesley Hoawes

Medium Press ads



3. e-media-c



My excitement was noticeably aroused when I received this bulky polywrap

bag. Discovering slippers and a fairly lazy metaphor (no pun intended),

I wasn't let down completely. The bag's declaration of 'experience the

easy life' is certainly not original, but is fitting. The accompanying

brochure wasn't as creative as the contents, making only a minor effort.

It could be said, to be plain, which is a shame because the website

touted is actually quite good-looking. Still, credit has to be given for

the murky brown, checked slippers - a fine example of octogenarian chic

sure to get a laugh.



3. Client e-media-c

Agency Alphabet

Art director Nick Platt

Copywriter Barney Cockerill

Medium Direct mail



4. Honda



Grip, wet, hard, leather, passion. Just some of the choice words you get

from Honda's fridge magnets in this neatly packaged piece of DM. Can one

car be all things to all men? Honda seems to think so. Good copy, a well

carried through idea and a constant reminder every time you go for the

milk that Honda could be the right choice for you.



4. Client Honda

Agency TeamLGM

Art director Rachael Robinson

Copywriter Louise Day

Medium Direct mail



5. VW Polo



Clarity is simplicity. The 'ice cube tray' is brilliantly executed. The

art direction and tone of voice is understated and direct - exactly how

VW should be portrayed. The production value is high and while the cost

per unit may be equally high, the overall effect is relevant and

humourous. I'd keep the ice tray longer than I could, or would want to

remember that the Polo now has air conditioning.



5. Client Volkswagen

Agency BHWG Proximity

Art director Chris Rambridge

Copywriter Paul Faulds

Medium Direct mail



Please send examples of work in any medium to Melanie May, reporter,

Marketing Direct, 174 Hammersmith Road, London W6 7JP.



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