World Writers pairing nets Computing prize

A poster campaign for Compuwear, the world’s first wearable portable computer, has won the Campaign/Computing magazine competition for best ad for an imaginary IT product of the future.

A poster campaign for Compuwear, the world’s first wearable

portable computer, has won the Campaign/Computing magazine competition

for best ad for an imaginary IT product of the future.



The three posters, written by James Singer and art directed by Emmanuel

Boronaud of World Writers, promote items of clothing that double as

computers.



One features a woman wearing trousers that have a keyboard on each leg

with the line, ’Introducing the world’s first laptop computer’, while

another shows a picture of a shirt with the word ’off’ and one of a man

wearing a shirt with the word ’on’.



The third shows a half-naked man accompanied by the line, ’What? Have

you never seen an executive without his computer?’



The brief was to come up with a product in the IT field that will be

around in 2023 - when Campaign celebrates its 55th and Computing its

50th anniversary - and to produce a campaign for it.



There were 12 entries and the prize is a trophy and a long weekend in

New York.



Entries were judged by a panel of creatives and IT marketers chaired by

Robert Campbell, creative partner at Rainey Kelley Campbell Roalfe.



’There is a feeling in advertising that the computer industry is crammed

with good products that are not marketed very well - and perhaps we hope

to show that can be changed,’ Campbell said.