Project: advertising / e-commerce illustration & art direction
Materials: newspapers, large format print, online games, web
Client: Monarch
Agency: Milton Bayer Creative
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Maintaining Monarchs position as the UK’s premier budget airline requires a measured approach to branding and marketing.
Monarch needed to keep its advertising as fresh as possible and so many crazy ideas ensued; a particularly intriguing campaign concept came to light one Friday, after a particularly long lunch and used the idea of the King Penguin, a true Monarch, as its starting point. The idea ran away with itself in the concepts for online games.
A very successful nationwide campaign highlighted the USP of more legroom which gave rise to some slightly risqué copywriting.This was a new approach for the company and although the outcome was not as edgy as the development, the audience response was enough to topple the server farm for a day or so. A success then.
Following this success was a real drive in e.commerce leading to a full restyle of the creative based on the ‘Revolutionary’ aesthetic. Cuba!
