CASE STUDY 05 Comfort Clio Gold, 2004
The Tension Comfort needed to communicate softness in print — a tactile sensation translated into two dimensions. The brief required something that made readers feel the fabric before they touched it.
The High Fidelity Read Most copy in this category describes softness. This line made you experience it. One centimeter. One sensation. Completely specific and completely universal simultaneously.
The Imprint Clio Gold, 2004. Print category. One line that did what paragraphs couldn't.
Tish Vallés wrote this copy for a Comfort print ad that won a Gold at the 2004 Clio Awards.
"1 cm of the cloth fabric that grazes your neck."