Blog

Hacking or Clever Marketing?

Posted by

Jung von Matt

This morning while working on a design I went to grab some ‘dummy text’ also known in our industry as Lorem Ipsum from our trusted friends www.lipsum.com. Lorem Ipsum is described on their site as ‘…simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.’

We use “Lorem ipsum” text in our designs as a placeholder – as a replacement for readable content. It’s written in a similar way to English, in terms of the length of words and sentences – and in a way, it mimics the way real English text looks. This way, clients can pay attention to the design to begin without being distracted by repetitive sentences or meaningful text. From this we can give clients the correct word counts to stick to. They can then follow the word count guides and provide “real” copy after.

Anyway, getting off track a little…

So usually I go and copy my paragraphs of random text (aka. Lorem Ipsum) from the site and I paste it into my design and all works just fine! However, this morning when following the usual procedure I was surprised to find that my usual lorem ipsum paragraphs were missing and had been replaced by this ‘Do your layouts deserve better than Lorem Ipsum? Apply as an art director and team up with the best copywriters at Jung von Matt: www.jvm.com/jobs/lipsum.’!

WHAT?! What is this? And where is my Lorem Ipsum?

After copying and pasting a few times with a very confused look on my face I finally decided to Google ‘Jung von Matt’ (I try not to click on sneaky hidden links, I did it once and my Twitter account was hacked and so I have learnt my lesson). Jung von Matt is an advertising agency from Stockholm who appear to have won many awards and are very well recognised in the world of design and marketing.

So why is Jung von Matt on the lipsum.com website?

Well that part I can’t answer, but the funny part about all this is that the symbol for Jung von Matt is that of a Trojan Horse! You know, that huge wooden horse that allowed the Greeks to enter the city of Troy during the Trojan War. Now that was one sneaky way to get into the City of Troy. According to Wikipedia these days a Trojan Horse has “Metaphorically come to mean any trick or stratagem that causes a target to invite a foe into a securely protected bastion or space. It is also associated with “malware” computer programs presented as useful or harmless to induce the user to install and run them.”

That may explain my hesitation when it came to clicking the Jung von Matt link. But this doesn’t appear to be a nasty Trojan Horse, this is a pretty darn cool one – irritating as it may be that it took me a while to figure out how to get my beloved Lorem Ipsum off the lipsum.com site I still can see the kinda cool, kinda humorous side of this.

Friend or Foe?

Jung von Matt say that “Communication should be a gift like a Trojan Horse!”. I have tried to see if this was a hack or if lipsum.com allowed this but can’t find anything on the web about it yet.. (I’m sure it’s coming). And does Jung von Matt even know about this?? But whether they do or don’t all I know is that Jung von Matt snuck onto my screen today in their own little Trojan Horse and I love them. They are cool, sneaky (dependent on whether they know about this or not), edgy and I think their media work is inspiring and a gift to the world of marketing. I could however suggest a few website tweaks they could make…

You sneaky Trojan Horse you!!

PS. This does not mean I approve of hacking and I hope Mr Lipsum.com allowed this to be done to his website.

Tags: , ,

About the Author