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OC POST

In 2006, the OC Register launched a quick-read format newspaper to meet the needs of an audience that had an interest in reading the newspaper, but not the time.

I never agreed with the basic assumption made about the audience; that is, that people who don't follow the news have any interest in keeping up with the news—because, well... they don't. So it was little surprise to me when, just a few months later, the OC Post folded. Still, I like to think of this campaign as one of those cases where good advertising helped to kill a bad product. (I hope?)

Creatively, our campaign centered around taking something long, like a traditional newspaper, and condensing it to fit within the media buy, much like the OC Post did.

Outdoor

From where this billboard stood, it takes about 10 minutes to connect to the 91 Freeway.

downloadables
kohatsu-résumé
kohatsu-reel
portfolio pdf
email-kim

kimkohatsu@mac.com

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