4-Hour work week (SPEC)
The client
Tim Ferriss is an entrepreneur and bestselling author.
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The challenge
This project was to produce a magazine ad for the new edition of Tim Ferriss’ book, The 4-hour work week.
The target audience are adults ages 24–40; well-educated; interested in travel; entrepreneurship and in work situations other than the standard 9-to-5. The ad is due to run in business and news magazines typically aimed at men.
The goal was to drive sales of the new edition. It was important to highlight not only the benefits of purchasing the book, but also the benefit of the new content.
The tone was promotional, inspiring and informative.
The solution
The copy is designed to grab the reader with the deep benefit of achieving a higher level of freedom in time and finances. To inspire the reader, the ad is bordered with what those freedoms could translate to, so they are subtle but there for the reader to see.
The ad is crafted in the same style to the book cover so that it is recognisable when seen in a bookshop or online. Having an image of Tim was also important as he is a well known face and his image will draw the eye and encourage the reader to pause.
The benefit of kickstarting a change in lifestyle is further pushed with words like 'disrupt' and 'revolution'. In keeping with this tone, the new edition features are seen from underneath a ripped page in the ad.