# Ductus Lie-Detector Ads The Graphology Expert Handwriting Speaks Campaign Tells the Truth By Meghan Young | Published 2013-04-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/graphology-expert-handwriting-speaks References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/04/graphology-expert-handwriting-speaks-was-not-there-i-didnt-fix-i-didnt-steal/) & [facebook](http://www.facebook.com/makanis) The Graphology Expert Handwriting Speaks ad campaign illustrates quite literally how a person's [signature cursive](https://www.trendhunter.com/trends/make-a-sign) can tell the truth more than words can. A technique used to determine whether a particular person is [speaking the truth](https://www.trendhunter.com/trends/truthorlieai) by making them write a few lines, graphology has been interpreted as storytelling in the [print ads](https://www.trendhunter.com/trends/outdoor-advertising-campaign). For instance, the statement, "I did not fix it," is made up of drawings from the accused's day. Conceived and executed by Makani Creatives, an ad agency based in Mumbai, India, the Graphology Expert Handwriting Speaks ad campaign was art directed by Rahul Patel and Prasad Rao with creative direction by Ashish Makani and Sameer Makani. The complex illustrations were done by Siddhartha Choudhary and Sameer Surwade. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 12% | Activity: 9% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Graphology Expertise:** Opportunity for developing advanced graphology techniques to analyze handwriting for detecting deception. - **Visual Storytelling in Advertising:** Innovative approach of using complex illustrations and handwriting to convey messages in ad campaigns. - **Integration of Science and Advertising:** Opportunity to combine scientific techniques like graphology with creative advertising strategies. ### Where This Applies - **Advertising:** Potential for incorporating graphology techniques in future ad campaigns to create impactful and truthful narratives. - **Forensic Science:** Application of graphology as a forensic tool for investigating deception in legal and investigative contexts. - **Psychology and Human Behavior:** Exploration of graphology for understanding human behavior, personality traits, and potential applications in psychological assessments. ## Related on Trend Hunter - [AI-Powered Digital Polygraphs](https://www.trendhunter.com/trends/polygrai.md) - [Lie Detector Test Cans](https://www.trendhunter.com/trends/keepitrealcan.md) - [Fake Ketchup Campaigns](https://www.trendhunter.com/trends/heinz-campaign.md) - [Quirky Snack-Inspired Fonts](https://www.trendhunter.com/trends/cheetos-other-hand-font.md) - [Ad Inspiration Archives](https://www.trendhunter.com/trends/nobody-reads-ads.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Human Copywriting Services](https://www.trendhunter.com/trends/writead.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md)