Keystone Samples Policy Print Ad

Objective
Find a memorable and attention grabbing way to communicate Keystone’s generous samples policy. The VP of Sales directed the marketing team to be over-the-top in communicating our generosity. 

Creative Direction
Without a budget for photography we were limited to stock photography options. The boy holding the ice cream served as a simple way to quickly convey Keystone’s extraordinarily generous samples policy. A short and simple headline was all that was needed to make our point. 

Result
This ad became iconic for the company throughout 2018 and 2019. Our sales team and third party reps reported the ad was frequently mentioned in their customer meetings. It was part of a larger campaign of brand awareness ads in tED magazine that I provided creative direction and copy for (viewable throughout my portfolio). tED magazine’s biannual study on reader engagement showed this ad won the highest brand recall for that issue. Readers who participated in a survey reported that they found the ad cute, clever, and memorable.