ft.com
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Our next move was being asked in to Delaney Fletcher Bozell by Greg Delaney - a man who seems able to be super successful and the nicest man in advertising both at the same time! I seem to remember him saying it was just for a couple of weeks but I think we stretched it to about 2 and a half years. Our first brief was The Financial Times. It had just launched its website and a tv campaign had been written by another team to go with the line ‘ft.completely mad about business’ but as yet there were no press or poster advertisements. After coming up with some rather obvious mad ideas we knew we hadn’t cracked it yet and so we headed to the Photographer’s Gallery bookshop. We found a book called Surrational Images by a photographer called Scott Mutter. Each photo played a sophisticated visual trick with the viewer. Influenced by this we did a series of about 5 ads. The FT had put a lot of money behind the campaign and in the heady days of the dot.com boom they were also in a hurry to get the ads out. First mover advantage etc. I asked the great Ken Griffiths to shoot them and we set off on a whirlwind tour that went from an office in Stevenage to a 5am shot of the Houses of Parliament and then to New York (the buildings through the windows of the bed shot) and finally Chicago O’Hare Airport to shoot its famous ‘black’ hotel. The master of retouching, Dan Tierney, did his magic and the ads were out just a few weeks after being shot.
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Agency: Delaney Fletcher Bozell