How do you create an advert for a super-cool Stockholm retail store?
Well, here's one way:
Papercut is a store that caters for people, "who consider fashion, art, design, music and film to be an important part of their life." If you're anything like us, you read their ad to the end. There's something deeply hypnotic about the copywriter's unfurling story. We like it.
Here's what the follow-up ad looked like in situ (complete with their own cheeky graffito):
We're constantly told that attention spans are getting shorter, and therefore ads need to be briefer, attention grabbing, shoutier. So it's interesting that a simple page of text — cleverly written and perfectly targeted — can still be incredibly effective.
Bravo, Papercut.
