For city dwellers trapped in the s...

For city dwellers trapped in the same manner much of the time in formed by admixture canyons battling traffic and congestion, the serenity of nature can be a powerful decoy The Morton Arboretum is single of several options available to Chicagoans when they want to escape to an oasis of glorious greenery to relax and recharge.

withdrawed as it is in suburban Lisle, the Morton Arboretum is not forward the radar screen of many who live in this city. And it hasn't helped, of course, that the arboretum's educational mission has kept it from marketing itself aggressively as a leisure destination.

enroll Flow Creative/Chicago, with a mandate to raise awareness of the Morton Arboretum via a of the present day print campaign breaking this summer proceed we're told, did six month worth of in-depth qualitative and quantitative research to get to up with this new campaign. We wish all that effort had paid most distant in work that was more compelling.

The recently made known campaign tagline is "Flourish," It's a dismal verb that sits there forward the page mostly disconnected from everything around it, which supplys the word rather ineffective.

The layouts of the ads, whose model and visuals will change with the seaons, leaves a great deal to be desired as well, feeble up as they are into clunky make steady [i]or[/i] firms with large squares of model that seem strained. Take, for example, an ad for the upcoming fall season with the headline "every autumn we reap what we pig and our harvest this year has another surplus of joy" Well, OK happiness it is.

Overall, the ads be moved too stiff. Too thought-out. Too researched, maybe, to abalienate the spontaneous excitement of communing with nature.

Lew's view: C

e-mail: llazare@suntimes.com

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