I saw a neat combination of cardboard engineering and copywriting while in Argentina recently and thought I’d share it with you.
We made several internal flights with Aerolinas Argentinas and got used to their little in-flight snack boxes. The cleverly engineered containers tick all the boxes. They flatten for distribution, fold into shape easily for filling with tasty treats and carry interesting snippets of information about several top tourist attractions in Argentina. Aerolinas Argentinas even have a Facebook page about them.
What I particularly liked was the use of brief-but-engaging copy inside the box. As well as the interesting information about the destinations on the airline’s network, there were calls to action for planning trips and booking tickets, reminders about keeping cellphones off at the start and end of flights, and an invitation to scan a QR code to download and assemble more boxes from the airline’s website. We just made sure we collected the full set of five during our flights…
It would have been so easy just to make a colourful box for the snacks. But what somebody has done here is to think about how they can use the box to inform and entertain passengers – as well as plugging the airline. It’s an intelligent use of packaging copy. In fact, it got me thinking that I wouldn’t mind being associated with a copywriting project like this one. I knew the years I spent in packaging in the 1990s would come in useful one day!
Turning onto finals during the approach to Ushuaia
I say good for Aerolinas Argentinas – and they were a much better airline than I had expected – and well-done to the designer chappie (or ‘chappess’) who came up with this somewhere in Argentina.
I found this bit of inspired website homepage design the other day and got hooked playing around with it. I challenge anyone not to. It’s very clever and very ‘sticky’ once you’ve discovered it…
Actually, this was the last thing I needed as I tried to get back up to speed after three weeks away. But it is just so engaging and irresistible.
Who remembers Tracy Chapman and classic songs such as ‘Fast Car’ and ‘Baby Can I Hold You? Well, Tracy’s website is currently promoting her new album, called Our Bright Future – with a twist. Playing around with the colour palette and colouring in those clouds and houses (and the birds and plane if you are quick) reminded me of how I often help clients get draft copy completed when they have roughed out some copy ideas but haven’t the time to finish the work.
I call it copy-editing PLUS and it’s another example of how I help businesses and individuals write the copy they don’t have the time, specialist skills or inclination to do themselves. Just as the Tracy Chapman website sets up an outline framework ready for colouring in, so I can take your outline copy and add the ‘colour’ it needs to work effectively online or in print – often without the cost of ‘from scratch’ copywriting.
That’s enough about me. If you need a bit of colouring-in therapy, visit Tracy’s website and be hooked (I take no responsibility for the effect on your productivity)!
On the other hand, if you want a hand getting copy off your to-do list, please contact me.