News//Press
Where is the son of a bitch?
DEMNER, MERLICEK & BERGMANN seeks graphic designer in quite an unusual way.
What others look for with a magnifying glass, trained graphic designers see instantly: the obvious son of a bitch (‘Hurenkind’, German) in the ad.
This is, contrary to an orphan, the last line of a paragraph, when it is also the first line in a new column or of a new page. So basically, it’s a real eyesore in the type area. In the course of this print ad, a Google AdWord ad has been placed additionally.
Everyone that wasn’t quite so sure and had to google the term ‘son of a bitch’ received an invite to apply for the Junior Project Manager position instead. Within a week the term ‘son of a bitch’ was googled over 1300 times, before the ad it was merely a tenth of that for an entire month.
Francesco Bestagno, Creative Director / Executive Board member: ‘I find it exciting that one can digitally track in ‘real time’ how a single ad can cause such high activity.’