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Graffiti

Published/Aired: 
July 2007
 Graffiti

Description

Challenge: Reinforce Rexona Crystal's efficiency in the anti-white marks segment.

Idea: Amplify the white marks on dark clothing problem and present Rexona as the most effective solution.
Execution: Use of stencil and other mixed techniques. Urban and feminine visual language.

Goal: Point out the benefit of the product. Maintain the urban and current look visible of the international campaign
Developed pieces: Adshel
Advertising Agency: Lowe, Lisbon, Portugal
Creative directors: Susana Albuquerque, João Coutinho
Copywriter: Filipa Gomes
Art director: Teco Cipriano
Strategic planning: Sérgio Santos
Account director: Susana Coerver
Account executive: Joana Valadão
Agency producer: Ana Rondão
Photographer: Ricardo Cruz
Stencil "Men": Tiago Albuquerque
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deep_tracy's picture

err...

deep_tracy
Activity Score 588
Copywriter
Bauducco's picture

What the... ?
I really didn´t get it.

Bauducco
Activity Score 297
Copywriter
addyhoch10's picture

how much did they produce like this? one?
not very efficient.
if you really want it to look selfmade, use silk screen printing and produce a larger number of posters. most people wouldn't see a difference.

addyhoch10
Activity Score 2592
Art Director
lamz's picture

exactly ;-/
big waste of energy..

lamz
Activity Score 208
raverus's picture

:S

raverus
Activity Score 1476
Art Director
deep_tracy's picture

the reason this doesn't work is because it's basically a layered press ad. they should have vandalized manequins, posters and billboards, and not made their own poster to paint over. really lame. if they couldn't do the former, they should have scrapped the idea.

deep_tracy
Activity Score 588
Copywriter
kingzeus's picture

not good....

kingzeus
Activity Score 260
Ideate Creative Communication |

"you are valued for your value so be valuable..."

Xen's picture

Makes me think that this deodorant leaves white marks.

Xen
Xen's picture

Makes me think that this deodorant leaves white marks.

Xen
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