If you love music, mud and Mother Nature you’re probably heading to a camp site at some point this summer. But why take shelter in some dull, conventional tent when you can recreate the Summer of Love in the hippie-tastic VW Camper Van Tent.
One of the intimidating things about going through show annuals is that they leave us with the feeling that, damn, everything’s been done. It might seem that way, but every year, one or more creative teams come up with a completely fresh way of turning an old cliché on its head. And it would seem obvious that when the team encountered that cliché, they didn’t say, “Forget it. It’s been done.” They chose to look at the cliché just one more time.
No matter how done-to-death your brief might seem, it’s almost a certainty that there are new ways of interpreting it. As an example, think about advertising for off-road or sport utility vehicles. A very common message for these vehicles is that they can handle all kinds of terrain, including deep water. The ads above all meet that brief, but they do so in very different ways. You’ll see that not all of them show the vehicle or even the water, but that the message gets across nonetheless.