Loafs Owning the Back Page

Loafs launched itself as a neighbourhood bakery – the phrase is often overused and could be seen as a bit of a cliché. But since opening, the staff, the location, and the customers have made us free fall effortlessly in to place, like crumbs off a flakey pastry, to own this title in Penzance.

Part of that neighbourhood role has been supporting Geddon PZ, a local magazine that launched around the same time as the bakery. We took a full-page ad from the outset and, naturally, decided to have a bit of fun with it. Maybe a bit too much fun… one didn’t make it to print.

A few months in, we were handed the back page. The holy grail of print. We’ve been there ever since.

We always work closely with the client, and with this ongoing project, we take inspiration from the most iconic ads we can remember from our fading memories. This slowly dying art of the golden period of advertising, where huge teams of creatives scratched their heads to come up with striking ads, where in that two dimensional world they did all the legwork for the corporate giants – Hovis, Nike, huge film houses etc. Recognise any of them?

A small space, but one we treat like a playground.