Why this flying cow is particularly interesting.

Flying cow 1This leaflet fell out of my local paper a few years ago. I kept it to use when I run training courses. I ask delegates to analyse what’s good (and bad) about it.

Why did I choose this particular leaflet?

Because you can practically see the brief in its execution. Imagine the conversation in the agency:

“What’s the product?”

“Milk from the Co-op that only has 1% fat.”

“OK, low fat milk. That means light milk. Where does milk come from? Cows. That means light cows. How about a flying cow?”

So the illustrator draws a cow with a propeller on its head…

So the copywriter writes a headline: “A flying cow! Whatever next?”… (more…)