Sometimes, you get an assignment and you’re stumped. What are you going to do?
I’ve had the honor of creating the Ad Club Fall Golf Classic invites for about the past eight years or so. Every year, the assignment is the same – invite the St. Louis ad community to play in the Ad Club Fall Golf Classic.
I’ve had great fun with these invites and have worked with some great art directors to create them. For the past five years, I’ve worked with Kristin Genovese – she currently works at Brown and I’m at McCarthy so we don’t get to see each other or work together very often.
Each year, I think we manage to come up with something that freshens the message of “please play in our tournament”.
This year, the Fall Golf Classic is returning to the St. Louis side of the river. For many years, it’s been played at either Gateway National or, more recently, Far Oaks.
Now it’s returning to St. Louis at a classic location for the Classic – Forest Park Golf Course. So the challenge was to creatively say that.
I’m a huge fan of playing golf in Forest Park – I’ve been playing there since high school, going back to the days when the course had a par 5 that spanned the width of Art Hill. On occasion, I managed to knock a wayward drive up by the statue of King Louie. I’ve always loved that statue, and it’s certainly the most recognizable landmark in Forest Park.
So I was thinking how can I showcase that the Fall Golf Classic is moving back to St. Louis – and that it was being played in Forest Park – when the answer became instantly obvious – switch out Louie’s sword with a golf club.
Then, right on the heels of that thought came another – “Come Play A Round In The Park”. It’s exactly what we want people to do. It’s simple. It’s got that little twist to it where it just feels right. Is it trite? I don’t know. But I liked it. And generally, I’ve found that if I like the line, odds are good that somebody else might like it, too.
So I spoke to Kristin and we kicked it around a bit on the phone and then she worked her magic to create the layout you see here.
If you’re at all involved in the St. Louis ad community, I encourage you to take a half-day on September 30 and come play a round in the park. It’s a fun day. Take a client. Invite someone who’s been working extra hard to enjoy a rare Tuesday afternoon away from the office. It’s for a good cause as all proceeds go to HavenHouse St. Louis.
And who knows, it might just inspire an “A-ha” moment of your own.