• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Award: Wood Pencil

Wood Pencil / Writing for Design / Graphic Design / 2009

When it came to thinking up ideas for a self-promotional mailer, freelance copywriter Mike Reed decided to focus on what he'd found to be his biggest bugbear in copywriting: the use of 'and' to begin a sentence. This apparently tiny detail was nevertheless the single most common issue clients raised about his copy. So Mike decided to use his mailer as a sledgehammer to crack this especially tough old chestnut. Marshalling an army of authorities, from Kingsley Amis to H W Fowler, he collected a string of quotations dispelling the myth about 'and'. Then 300million created the nifty mechanism of a booklet that opened and opened and opened. And opened. And opened.

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