Full of humor, playful optical effects, die cuts, 3-D illusions and other extraordinary interactive elements, this exciting new collection of advertisements demonstrates clearly the challenges facing graphic artists today. Trick or Cheat shows how an ordinary project can be turned into the exceptional simply by using an unexpected twist in format, material or concept to capture the imagination and attention of the target audience. In a world overcrowded with ads that are all openly or surreptitiously trying to pervade our consciousness it is becoming increasingly difficult for the world's creative talent to come up with ideas and concepts the consumer finds fresh and exciting. This book focuses on tricky, sometimes risky approaches that have proved highly successful. Features print ads, brochures, promotional material, posters and a wide range of other media.