{"id":248,"date":"2015-12-03T14:45:01","date_gmt":"2015-12-03T13:45:01","guid":{"rendered":"http:\/\/damonfairclough.com\/?p=248"},"modified":"2015-12-03T16:03:51","modified_gmt":"2015-12-03T15:03:51","slug":"four-word-march","status":"publish","type":"post","link":"http:\/\/damonfairclough.com\/index.php\/creative-thinking\/four-word-march\/","title":{"rendered":"Four word march"},"content":{"rendered":"

Not every ad line needs to be compact, concise and considerably shorter than War and Peace,<\/em> but brevity is often what\u2019s required. As a copywriter I\u2019ve written my share of snappy straplines in my time and they\u2019ve appeared around the world in all kinds of very public manifestations. I\u2019m not sure, however, that any have claimed ten seconds of fame on quite the scale of my most recent slogan.<\/p>\n

Its precise wording must remain under wraps for now, but what I can reveal is that on January 20th<\/sup> 2016, four of my words will have Liverpool\u2019s gargantuan media wall<\/a> to themselves… for one whole sixth of a minute. It\u2019s an exciting prospect, as the screen sits in a prominent position opposite Lime Street station, and claims to be \u201cthe largest full motion out-of-home digital advertising screen in Europe\u201d. (At almost 31 metres long, if there\u2019s an \u201cin-home\u201d screen that\u2019s bigger, I\u2019d be very interested to see the residence in question.)<\/p>\n

\"Liverpool<\/a><\/p>\n

On this occasion, the slogan won\u2019t be a component of an ad or marketing campaign, but will instead form part of a project curated by the artist Alan Dunn<\/a>. The initiative, called Four Words<\/a><\/em>, aims to take over Liverpool\u2019s most visible city-centre advertising site in the middle of the sales season and offer shoppers 100 different four-word thoughts based on ideas of value, money and exchange. In the words of the brief: \u201cWe want to offer the Liverpool public FOUR WORDS that will act as a counterpoint to the sales season and the invisible pressures of this time of year.\u201d<\/p>\n

It may be the height of hypocrisy for a commercial copywriter of many years\u2019 standing to get involved in an art project that is essentially a critique of the free market and its post-Christmas shopping frenzy, but a brief is a brief. When invited to take part, I certainly couldn\u2019t resist the opportunity to see four of my carefully weighted words appear giant-sized in the centre of the city, but equally, it will be a real thrill to appear alongside some very noteworthy co-contributors including Douglas Coupland<\/a>, Gerhard Richter<\/a>, Paul Morley<\/a>, Jamie Reid<\/a> and David Shrigley<\/a>.<\/p>\n

Plus, I\u2019m sure it will be exhilarating for them<\/em> to be on the same list as the famous Liverpool-based copywriter and content creator, Damon Fairclough. (Incidentally, there’s another D. Fairclough on the list too – the sensational Liverpool FC super-sub<\/a> of the 1970s and early ’80s…)<\/p>\n

With each four-word sequence currently being animated by the designer Jack Ehlen<\/a>, the Lime Street stage is set for 100 curious comments that will command Liverpool\u2019s attention in just a few weeks\u2019 time.<\/p>\n

As I said, I can\u2019t tell you my slogan just yet.<\/p>\n

But I\u2019m looking four word to it.<\/p>\n

 <\/p>\n

Four Words appears on the Lime Street media wall in Liverpool on Wednesday, January 20th<\/sup> 2016 between 3pm-4pm.
\n<\/strong><\/p>\n

It is part of the Liverpool Provocations<\/em><\/a> series developed by Metal Liverpool<\/a>.<\/strong><\/p>\n\"Facebook\"<\/a>\"twitter\"<\/a>\"reddit\"<\/a>\"pinterest\"<\/a>\"linkedin\"<\/a>\"tumblr\"<\/a>\"mail\"<\/a>","protected":false},"excerpt":{"rendered":"

Not every ad line needs to be compact, concise and considerably shorter than War and Peace, but brevity is often what\u2019s required. As a copywriter I\u2019ve written my share of snappy straplines in my time and they\u2019ve appeared around the world in all kinds of very public manifestations. I\u2019m not sure, however, that any have …<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[21,26,19,5,23,20,24,25,22],"class_list":["post-248","post","type-post","status-publish","format-standard","hentry","category-creative-thinking","tag-advertising","tag-alan-dunn","tag-art","tag-copywriting","tag-lime-street","tag-liverpool","tag-media-wall","tag-metal-liverpool","tag-straplines"],"aioseo_notices":[],"_links":{"self":[{"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/posts\/248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/comments?post=248"}],"version-history":[{"count":10,"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/posts\/248\/revisions"}],"predecessor-version":[{"id":259,"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/posts\/248\/revisions\/259"}],"wp:attachment":[{"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/media?parent=248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/categories?post=248"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/damonfairclough.com\/index.php\/wp-json\/wp\/v2\/tags?post=248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}