www.flat.com/projects/reuters.html
Reuters wanted an online advertising campaign to effectively feature the newly launched reuters.com, highlighting its unique position as both a news organization and a tool for investors. “The campaign uses contrasting Reuters photography and copy to show the connection between world news and financial trends,” explains Flat designer Petter Ringbom. The photography and identity of Reuters drive the visual aspect of the project, employing Adobe Photoshop, Illustrator, and Macromedia Flash in its creation. “The pictures have been slightly worked over to highlight specific areas,” he says, “like bringing a cow to the foreground when we talk about mad cow disease.”

As an advertising campaign, the functionality differs from a website, the objective being to trigger the viewer’s curiosity. “We wanted to do a smart and thoughtful online ad campaign,” Ringbom says, “not something you see every day. Finding the right photography to support our concepts was pretty time consuming,” he adds. “Even though Reuters has an enormous visual database, the picture has to have the right tone and this proved difficult.”

The goal was to create an interest in reuters.com among financial investors. Is it a success? “I’ll ask the next time I meet one,” quips Ringbom.
Romy Ashby

Flat
ART DIRECTOR: Petter Ringbom
DESIGNERS: Holly Gressley, Ryan Dunn
PROJECT MANAGER: Doug Lloyd
COPYWRITERS: Doug Lloyd, Francesca Hayslett
PROGRAMMER: Bart Szyszka
PHOTOGRAPHY: Reuters Pictures
CLIENT: Reuters
CONTACT: www.flat.com