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    Acer was among the first to specifically target the home computer buyer, with its Acer Aspire. Aspire was a completly reworked, decor-friendly design that was a distinct departure from the office's beige box, and the print campaign attempted to demonstrate how the Aspire fit into one's lifestyle.

    It was a struggle to get Acer away from "speeds and feeds" copy (I wanted to get rid of as much of the numbers as possible, because these new and possibly computer-phobic buyers didn't know what the numbers meant anyhow), but we were somewhat successful. The copy mixes the features with targeted benefits expressed in more "real life" terms.

Acer spread 1-Page Ad 1-pg Ad

(Click on any of these ads to read the copy)

The campaign was based around a spread format, with each target "character" featured in his or her own spread ad.

A series of single-page ads also targeted minority and other specialty audiences.