Best House Ad
Metro Creative Graphics Trophy
Sponsored by Metro Creative Graphics
Class 2111 - circ. up to 9999

Judge's Comments

The submissions in this category spanned a broad spectrum of creativity and execution. A house ad is an opportunity to really knock the socks off your readers and advertisers. As much thought should go into the creation of a house ad as into an ad for your biggest client. The three winners in this category are great examples of this.

First place winner, the Haliburton (ON) County Echo created a whole series of outstanding ads, some aimed at readers and some at advertisers. All the ads in the series worked together both visually and informationally with pleasing, clean designs and clear messages. The final ad – “We have lots of great ideas” shone the most (pardon the pun) because of its eye-catching process colour visuals, clean layout and good reproduction. They managed to take a common metaphor and make it fresh again. I especially admired the way they promoted themselves by using the recognition factor of some of their better-known advertisers.

The Provost (AB) News submitted a beautiful and beautifully printed full page process ad which won it second place. The ad distills what a newspaper is into one simple phrase: “Ink on paper.” Eye-catching colour, thoughtful, concise text and the simplest imagery worked together to show that a newspaper is so much more than just ink on paper.

You can tell that the folks at the Hinton (AB) Parklander really enjoyed creating their entry. A light-hearted, delightfully written treat that got several chuckles as I read it. Advertising is all about reaching potential customers and getting them to remember you. This entry does that wonderfully.