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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.

Online - Banner Ads that ran on gossip sites like TMZ.com

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