December 7, 2015: "VERMONTIS the Season"

Author:
A. Agre

Concept:
Heading into the Christmas season, but not yet ready to introduce our full blown annual CRO Holiday ad (don’t worry – it’s coming), we wanted to try something new this year and do a transitional ad with a subtle seasonal theme.

For which this very high end, totally original Vermont landscape copper was an absolutely perfect fit, allowing us to highlight the fact that this one bears the rare VERMONTIS legend (as opposed to the more common VERMONTENSIUM and VERMONTS variants) with a smooth and seamless "TIS the season" caption.

Captions that didn’t make the cut:
We knew we were going with this basic concept as soon as we saw it, but weighed a number of options designed to make the TIS more clear.

Starting with "VERMONTIS the Season.", then "VERMONTIS the Season.", then "VERMON-TIS the Season.", all of which seemed less clear than the original one.

So went with the version in our final ad.