Despite the creative impact that advertising coverwraps have when attached to the paper, more often than not the bins on mainline commuter stations are littered with them, detatched from the main paper due to 'over inking'.
Today was no exception, with the NatWest ad consigned to the bin (as per the image above on the right), and another for TLC a few weeks ago (as per image above on the left).
Taking in to account the fact this is a high ticket item when it comes to media costs - surely the creative team and media agency should be aware of the effect of adding too much solid colour and over inking the covers. It seems to be a very expensive and avoidable mistake.
The example above for TESCO is a good example of a cover that survived ultimate consignment to the bin, where as the ones below for Adidas and Nike didn't make it across the finishing line.
#PurePoint
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