Using the wrong font in your advertising can have disastrous
consequences.
But nothing can be worse than this signage above a video rental shop in
New Port Ritchie, Florida, which shouts out to the world,
"Megaflicks".
Or does it? Well, it doesn't really. Actually, it does, but not very
well.
However, it can be imagined just what kind of customers would be
attracted to this incredible offer - two for US$5.99.
One of the first rules about being a creative is to carefully watch the
font being used as this signage clearly shows.
Remember that Leo Burnett-developed ad which won five Lions at Cannes in
1999 for client Novena Lighting. The difference between the two is that
Megaflicks is in the "shot myself in the foot" category.