Creativity

This Print Campaign Cleverly Promotes Fast-Setting Concrete

Fitzgerald & Co Is Behind Subtle and Witty Work

By Alexandra Jardine. Published on Apr 26, 2017

Editor's Pick

A subtle and deceptively simple print campaign for Quikrete concrete wittily communicates the fast-setting nature of the product.

The ads, by Atlanta agency Fitzgerald & Co, show how quickly new structures have gone up, with two sequential photos of the same scene and a moving object. For example, one scene has a yacht crossing an empty bay and the next has a bridge across the bay, with the yacht on the other side of the photo. The same idea is used with a coach driving past a new fountain and an airship floating past a new water tower. The only copy is the brand name and the words "fast-setting concete."

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Credits

Date
Apr 26, 2017
Agency:
Fitzgerald & Company Atlanta
Chief Creative Officer:
Noel Cottrell
Client:
Quikrete
Executive Creative Director:
Mitch Bennett
Executive Creative Director:
Wes Whitener
Creative Director:
Rolando Cordova
Creative Director:
Gian Carlo Lanfranco
Copywriter:
Rolando Cordova
Copywriter:
Gian Carlo Lanfranco
Art Director:
Rolando Cordova
Art Director:
Gian Carlo Lanfranco
Digital Artist:
Nowals
Retoucher:
Nowals

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