Message: To support the work we were doing for Responsible Life in their partnership with Reader’s Digest magazine, we were asked to design a print advert series to run in the magazine and elsewhere.
Medium: This was a print campaign to run primarily in Reader’s Digest and the Daily Mail.
Audience: The audience is surprisingly varied for this product, but over 50’s empty-nesters with significant financial security form a key part of the market. We produced a series of adverts, with one artwork for each of the eight use cases we had worked with Responsible life to identify, taking a more aspirational approach than is usual in the direct response market (and earning the client more responses than previous, less visual artworks).
Marketing: The project was design-only.