Another interesting job with Cubic, this time for lighting manufacturers Abacus. We were asked to provide copy for six product-specific ads and a brochure, showcasing the company’s new range of energy-efficient LED luminaires (as we quickly learned to call them). To be honest, the copy needed to be fairly straightforward and to do a job, succinctly explaining different designs, functions and uses. The real creativity was in the concept and the photography, which took the lighting out of its usual urban environment and placed it in striking natural settings in the Peak District. Creating an arresting, slightly surreal ambience, the imagery emphasised the natural forms and structures of the luminaires, while suggesting a raw, elemental power.

Many thanks to Elmwood Design for inviting Jim to the Fresh Awards in Manchester last week. In case you didn’t know, Fresh is a seven-year-old creative awards for design and advertising agencies outside the M25 corridor. Held at the towering Deansgate Hilton, it was a glitzy affair – undercut by refectory-style tables and an ironic menu featuring Lancashire hot-pot and steamed pudding.
totalcontent’s typewriting monkey posters had been nominated in three categories – Posters, Self-promotion and Copywriting. We kicked off with a Silver in the first, followed by a handsome pair of Golds in the other two. Not a bad night’s haul. Congratulations to Elmwood's Simon Morrow and Richard Scholey (now creative director at The Chase) for the design, and Rob Ball for the monkey illustrations.
The Copywriting trophy is now resting proudly on our groaning studio shelf. You can see all the results from the Fresh Awards here. And you can see our original post on the monkey posters here.