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Tattoo

Campaign
Agency Network: 
Published/Aired: 
October 2010

Description

Print advertisement created by Euro RSCG, Belgium for Candico, within the category: Confectionery, Snacks.

Caption

A character of finesse.
Candico. All the finesse of roughness.

Advertising Agency: Euro RSCG, Brussels, Belgium
Executive Creative Director: Dominique van Doormaal
Art Directors: Dominik Appels, Dominique van Doormaal
Copywriters: Bram Lenders, Gino Del Ben, Dirk De Smet
Account team: William Lebrun, Dirk Werkers
Photographer: Frieke Janssens
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New Nice and Fun's picture

Roughness and finesse = a 50 yold tatooed drinking tea while looking her chinese porcelain ?

Got it?

New Nice and Fun
Activity Score 377
jackmancer2017's picture

Hehe I find it funny how she drops the sugar ;p

jackmancer2017
LeeHarvey's picture

Haha that's quite rough yeah!

LeeHarvey
Activity Score 3045
Creative Director
morse's picture

Another campaign that is too smart for me.

morse
Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Dot's picture

lost in conceptspace

Dot
Activity Score 90

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

CuriousPencil's picture

It took 3 copywriters to come up with:

"You can adore roughness, just as you might not like it.
However, liking roughness does not prevent you from appreciating its finesse.
Just try it.
After all, it’s only a question of taste."

I might be wrong, but I'm guessing they wrote one line each, in separate rooms, blindfold. Then agreed that 'a question of taste' was just the thing to bring those lines together.

It took 2 art directors to come up with:

A tattooed woman about to get scalded.
----
To sell cane sugar. I'd ask for my money back from this campaign.

CuriousPencil
Activity Score 4225
Copywriter
Guest's picture

I have a feeling something was lost in translation here, from french to english. The copy is horrendous, this can't be the original.

Guest
Cheerriiee's picture

thanks guys, now i quiiite get it!

Cheerriiee
Activity Score 952
Graphic Designer
Billoughsby's picture

What's this, GILF chic?

Billoughsby
Activity Score 5144
Art Director |

That's it.

CuriousPencil's picture

You think if she was a granny she'd have legs that toned and wrinkleless-enough to sport a tattoo? Might be a Microsoft Poland moment, where the team misplaced the plot while spending the big picture. http://www.huffingtonpost.com/2009/08/26/microsofts-ad-in-poland-p_n_2...

CuriousPencil
Activity Score 4225
Copywriter
Guest's picture

Yes. The eighties are back!

Guest
pol27's picture

You understand nothing about this guys. This is great work.
I'm sure it will be a Lion in cannes next year.
The pictures are very nice and the concept is very strong.
A tattoo on the leg of a old woman, that's very cool :)

pol27
Activity Score 40
Copywriter at Alice
LeeHarvey's picture

Ladies and gentlemen we have a gerontophile among us.

LeeHarvey
Activity Score 3045
Creative Director
pol27's picture

ha ha ha, yes. I like it.

pol27
Activity Score 40
Copywriter at Alice
Dzsoi's picture

A beautiful leg never has won a Lion. Maybe an ugly one?

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
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