J Walter Thompson booklet promoting their "switch" to JWT

by: Dabitch, Mar 11 2005 - 12:15pm

This work is worse than a waste of time. It's damaging to both the client and us. You'd be better off staying at home.

This work is a waste of time. People will activly avoid it. You have wasted both the clients time and your own resources.

Both the idea and the execution are ordinary. The customer will tune out before it's finshed.

If you thought it was a bit odd last week when J walter Thompson announced it was being "globally rebranded" to JWT, as most people call it "JWT" anyway, you haven't seen nothing yet.
To remind everyone what their "new" name is JWT London created a huge promo book with the strange title "Hold My Skateboard While I Kiss Your Girlfriend". The interesting stuff is at the end of the book where Jean-Pierre Khazen, the photographer who likes masks and did the did the strange "save yourself" Diesel ad campaign of 2001, has a bunch of photographs coupled with a rating system for exactly how bad - or great - your idea is.

The body-copy with each image is underneath.

This is soundly executed but bland. People have seen it before and will get to t — This is soundly executed but bland.People have seen it before and will get to the end before you do.

The idea is told in an interesting way or is well executed. People will give you time to complete your message.

This work will get noticed. People will feel rewarded having spent time with it. Its impact will linger longer than the duration of the message.

This is innovative work and the best example of this category in this network. Its refreshing message and execution will ensure that people will want to see it again.

This is the best work in this category in the world. It leads the market and people will take the time to rethink their perception of the brand and the category.

This competes with the best ideas in the world. People are talking about it in their own time. It will make the brand, client and network famous.

This sets a new standard in the world of communications. It is an enterily new idea that is highly involving. The audience will spend time exploring and playing with the idea. It is being talked about worldwide.

JWT / Jean-Pierre Khazen

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kurtberengeiger

- March 11, 2005 - 13:25

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Dabitch

- March 11, 2005 - 13:51

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Dabitch

- March 17, 2005 - 19:12

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AnonymousCoward

- March 18, 2005 - 11:16

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aiiobo

- March 18, 2005 - 11:55

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kurtberengeiger

- March 18, 2005 - 13:13

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Germany

Dabitch

About the author

Creative Director turned CTO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen, Los Angeles and Stockholm.

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