Using an Old Program - Photoshop - as a New Medium
Rob Frew Digital Retouching Studios
Issue 1 | July 2008
Agency
TBWA TEQUILA Johannesburg
Creative Team
Hagan de Villiers - Creative Director;Gary Steele - Creative Director;Gary Steele - Art Director;Hagan de Villiers - Copywriter;Rob Frew - Retoucher
Production Team
Craig Walker - Production Manager; E-Graphics - Production Company
Date
March 2006
Background
The aim of the campaign was to raise awareness and remind creatives in the advertising industry why Rob Frew is the digital retoucher of choice in order to get more work for Rob.
Idea
TBWA TEQUILA\ planned a campaign around the ‘call for entries’ for the Cannes Advertising Awards. They knew that creatives all over the country would be preparing their work to enter and realised that it was a very appropriate time to recommend a great retoucher to them. A personalised envelope containing a CD landed on the art director’s desk, asking them to check the layers and get back to Rob. It used Photoshop as a medium and in a simple two-layer psd file, they illustrated (with their tongues firmly in their cheeks) the difference between using Rob and not. The email version followed the same style as the mail piece. The layered Photoshop file came as an attachment and the message in the body of the email asked the art director to check the layers on the attachment and get back to Rob as soon as possible.
Results
They targeted one of the most awarded agencies in South Africa and received a 57% response rate. Rob got more work.
Target Audience
Art Directors working at one of the most successful advertising agencies in South Africa.