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Cross, 3

Campaign
Agency Network: 
Published/Aired: 
October 2008

Description

Print advertisement created by European school of design, Germany for Ariel, within the category: House, Garden.

Caption

Remove stains in 10 seconds.

Advertising School: Fakd & European school of Design, Frankfurt, Germany
Creative Directors: Ralph Thamm, Mathias Gregorzek
Art Director / Copywriter / Post production / Photographer: Danilo Dick Farah
Other additional credits: Markus Morley, Stefan Mildner
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Highest Rated

Mezooo's picture

yeah right...now i got it... sorry for the misinterpretation

Mezooo
Activity Score 174
Gießen/Germany
Mezooo's picture

the stain really looks really weird...

i like the idea, but the cross and the font should be more recognizable!

Mezooo
Activity Score 174
Gießen/Germany
Guest commenter's picture

well...i still see the stain !!!!!!

Guest commenter
Guest commenter's picture

Good intention, but some people still see de stain. So, sounds like a Ghost

Guest commenter
Mezooo's picture

i think that' the point... you can't focus on the cross because of the stain, so you need the product... that's the message i got

Mezooo
Activity Score 174
Gießen/Germany
Favete's picture

The point is that you can't see the stain WHILE you are focused at the cross in those 10 seconds... you take the focus off the cross and back to the stain. Interesting.

Favete
Activity Score 365
Consorcio Publicitario - Dir. Creativo |

--------------------------------------
Change it, change it now coz they will tomorrow.

Mezooo's picture

yeah right...now i got it... sorry for the misinterpretation

Mezooo
Activity Score 174
Gießen/Germany
Danilo's picture

Yo boys, the stain dissapears after 10 seconds.
Give it another try, if you concentrate realy hard on the cross it will dissapear magically.;-)

It is an optical illusion.
I remembered Johannes Itten Book that the eye adds to every colour the complementary colour
to balance it out and i used this effect to communicate the benefit.

The ad is a fake because it is just normal studentwork,
without a client.
I contracted a debt to rent the equipment like ringflash etc,
there was no client money.

I would be thankfull for tips to get better.

www.danilodickfarah.com

Danilo
Activity Score 52
Art Director |

Danilo Dick Farah
http://www.danilodickfarah.com/

Mezooo's picture

It's a great idea Danilo, but i doubt if a normal consumer will recognize it... it took me a while to understand that the stain is fading while focussing the cross...

I don't think most viewers will focus the cross, if it were a real ad in a mag for example...

Mezooo
Activity Score 174
Gießen/Germany
HTG's picture

The stain never goes away. In fact I thought it was to try and see the stain turn into something like a stripper or something else in the clothing. Maybe that would be better than an optical illusion. I know if I had stripper juice on me I would want it off for more reasons than just a stain on my clothes. But that's just me. I'm dirty minded bastard.

HTG
Activity Score 239
Art Director at Lopez Negrete Communications
Guest commenter's picture

It kinda worked, but then it came right back.

Guest commenter
Roger Daly's picture

Yeah, it dissappears, but you kinda know what's 'expected' to happen.
Okay execution of that idea... but certainly not surprising.

Roger Daly
Activity Score 355
Pennybabe's picture

I didn't get anything.

Pennybabe
Activity Score 14
CD shop
jorj's picture

let us try this pen on this campaign.

jorj
Activity Score 638
Art Director at Senior Art Director
Davosk's picture

Like the painter, I can't get past the stupid clothing choice used in the situation. Therefore, I'm not interested in watching the cross for a third time. So there.

Davosk
Activity Score 4815
Art Director
pavel's picture

Greate one, congrats!

pavel
Activity Score 155
Art Director at JvM Alster
SeanMartin's picture

Just out of curiosity, how did it test out on colour-blind folk?

--------------------------

Here, let me save everyone the trouble of asking. "Do you even work in advertising?"

SeanMartin
Guest commenter's picture

this is a big shit!!

Guest commenter
Guest commenter's picture

i think its a great idea Danilo!

Guest commenter
Guest commenter's picture

Don't forget this is studentwork
Rad the credits:
Art Director / Copywriter / Post production / Photographer: Danilo Dick Farah

Guest commenter
Martijn's picture

I think it's nice student work, but it doesn't work good enough. Maybe the optical illusion works better if the line is out of the illusion area.

Martijn
Activity Score 1888
Copywriter at nurun |

https://twitter.com/Martijndotfr

Guest commenter's picture

Can't be studentwork

Guest commenter
Martijn's picture

Why?

Martijn
Activity Score 1888
Copywriter at nurun |

https://twitter.com/Martijndotfr

Guest commenter's picture

I think is a great campaign, I think everybody who sees the ads published here are already prejudging all the pieces, a normal consumer will get these, easy instructions, simple graphics and creative approach. I got it immediately.
Here concentrate in this cross + and my message will disappear. LOL!!

Guest commenter
Guest commenter's picture

Concept, Art, Photography and Postproduction
by just one student. Big up!
Germany has the best advertising students,
remember this hubabuba kid?

Guest commenter
Danilo's picture

Thank you for all the compliments,
but my the respect should go to my teachers.
Ralph Thamm and Detlev Wildermuth of the european school of design.
They kicked my butt all day long.

Danilo
Activity Score 52
Art Director |

Danilo Dick Farah
http://www.danilodickfarah.com/

Guest commenter's picture

Could anyone explain to me what the word 'cross' means?

Guest commenter
Guest commenter's picture

could anyone explain for me why the soup was put here??? I dont understand

Guest commenter
Spashley89's picture

i think the soup is there to justify for the stain on his vest. Because he's cooking without an apron, that's why he has the stain.and the word "cross" mean the sign of "+" u see in the picture. above "+" sign, there's a sentence telling you to look at this "+" sign. hope u get it.

Spashley89
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