Hasta La Ideas

Ogilvy & Mather in London has created this series of ads to help promote a restaurant local to its offices, called First Edition…

The aim is to celebrate the 15th birthday of First Edition, based in Canary Wharf and a favourite with Ogilvy staff. Clearly taking inspiration from the restaurant’s name, the creative team of Jon Morgan and Mike Watson came up with the idea of doing pastiches of rare, first edition paperbacks from the 1950s to 1970s. The ads also twist the titles of the classic novels to reflect the catering theme, and Pamela Schneider, First Edition’s owner, is listed as the author of each book.

The ads will run in local press and on poster sites around Canary Wharf throughout September. There is a charitable element to the campaign too, with limited edition screenprints of the ads created to be auctioned off at a wine-tasting event on September 28. All proceeds will go towards the 2012 Olympic Fund.