Nowadays virtually all static media advertising is visual led, with minimal or no copy. Interestingly, at the recent Epica Awards 2011, the Epica d’Or was awarded to a print campaign which is devoid of any visuals.
Agency: Spillmann/Felser/Leo Burnett, Zurich
Needless to stay the headline is the show stopper. It gets your attention with that ‘huh? what was that? twist. And when you figure what the product category is the message is driven home clearly. Nice.