IT'S CURVATURE OF THE COPY FOR COMPUTER BOOKS

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Fallon McElligott,

Minneapolis

Ergodyne's WorkSmart

Office Products

Pat Burnham, Creative Director

Phil Hanft, Creative Director

Joe Paprocki, Art Director

Mike Gibbs, Copywriter

Kerry Peterson, Photographer

Fallon McElligott has built its agency on branding, and that's what it's doing for Ergodyne, a fast-growing marketer of products that protect against various injuries.

For this campaign, Ergodyne's first to consumers, "We wanted absolutely stopping ads that got people to read a single line of copy," says Fred Senn, who supervises the account for Fallon.

The creative team created ads that look different from those in computer magazines, where this campaign runs. Type and space became part of the message. In the back-rest ad, for example, the copy line represents the curvature of the spine.

The campaign, which has been running for about six months, also appears in some women's magazines such as Self and Working Woman.

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