Brief: The organisation was in the middle of developing a new tone of voice. They asked Mantra to rework some of their existing ad materials to show how it might work in practice.
Background: These aren’t live ads – they’re just some sample materials.
Tone: This was a nice challenge, a chance to stretch myself. The existing ad materials were very much like event and conference centre materials everywhere. I wanted them to have confidence, clarity and a little bit of attitude — something to make them stand out in the crowd.
See more: SEC tone of voice sample ads
Joan Grady, Copywriter 