Publicis: Why black

Credits & Description:

Category: Agency Self-Promo
Media: Print
Brand: Publicis
Agency: Publicis
Advertising Agency: Publicis JimenezBasic, Makati, The Philippines
Executive Creative Directors: Brandie Tan, Trixie Diyco
Creative Directors: Paolo Toledo, Kulas Abrenilla
Art Directors: Brandie Tan, Kulas Abrenilla
Copywriters: Trixie Diyco, Paolo Toledo, Nikki Paqueo, Leslie Cua
Photographer: Willy Mendoza
Geo: Philippines
Published: October 2016
Because adobo magazine charges P 85,000 for a 9”x12” full-page ad like this. To maximize every centavo we spent, we covered all 108 square inches with Cyan, Magenta, Yellow, and Black. Four times more ink to print this color that to the untrained eye, would appear as plain black. But to us, is Bang-For-The-Buck-Black. Add to that, the fact that this page will reach at least 160,000 eyeballs. Including those of clients who, like us, want to get every centavo of their money’s worth. Now the next time you see black, you can think of this ad. Or the word ‘cost-effective’. Or ‘profitable’. Or Publicis JimenezBasic.