I was hired by a production company to do a series of
event ads for placement in trains and public spaces. Right before we reach
final sign-off, an email arrives from the self-described ‘Very Creative’ client
with the subject line “One last change.”
Client: …That is better thank you. I think we can
make some space if we put BOOK NOW in a smaller font which means we can make
the other copy a bit bigger. Also, Rather than say BOOK NOW can we say BOOK NOW
OR A KITTEN WILL DIE!?