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…)