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C Word

Campaign
Agency Network: 
Published/Aired: 
July 2011

Description

Men have Mo-vember. Women have Julyna – a non-profit organization that encourages creative grooming to raise money and increase awareness of cervical cancer and HPV. This print campaign promotes their fundraising event.

Print advertisement created by Cossette, Canada for Julyna, within the category: Public Interest, NGO.

Caption

It's time to embrace that 4-letter c-word. Cure.

Advertising Agency: Cossette, Toronto, Canada
Creative Director: Pete Breton, Dave Douglass
Art Director: Angela Sung, Tom Koukodimos
Copywriter: Rachel Abrams
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chuckieT's picture

That pubic headline is too hard to read. And not great. Also, grammatically, a colon would have been easier to read.

Why the blurry navel? It seems unnecessary and forced. Or am I missing something?

chuckieT
Activity Score 680
Creative
Wc's picture

lower part of a female's body?

Wc
Activity Score 21
Art Director at Euro RSCG Singapore
vlwk's picture

Well, I'm not sure if it's my dirty mind acting up, but try this,

Lean back on your chair and look at the navel. Now look down at the text.

Doesn't it look like a woman's crotch?

vlwk
Activity Score 154
andylefty's picture

Typographer's been dying to use that face.

Image communicates to women.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
andylefty's picture

Typographer's been dying to use that face.

Image communicates to women.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
A.S.'s picture

The headline is totally unreadable

A.S.
Activity Score 78
erik.salamon's picture

The font is nearly impossible to read. I am not sure if that was intentional but if not it is really quite pure execution.

erik.salamon
Activity Score 35
Copywriter
dean viii's picture

Fail. On all levels.

dean viii
Activity Score 1686
Creative Director
abake's picture

I don't like hairy pubes...
On a more serious note, I think this has been used/seen too many times before.

abake
Activity Score 1262
RMG Connect Colombia
kleenex's picture

The font looks great, BUTTTTTT it sure does make it hard to read,

kleenex
Activity Score 51787
Web Designer/Developer
Roger Keynes's picture

Type layout at the top bugs me. Fights/distracts from the visual idea.

Otherwise, yes.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

samarin's picture

I agree... the copy on top distracts me from the concept... and yes.. the font is hard to read

samarin
Activity Score 26
Copywriter
Muddy's picture

Two problems:
1. Font is only useful for one word.
2. Anyone under the age of 40 won't immediately recognize a full bush.

Muddy
Activity Score 45
Copywriter
johnson7489's picture

You guys are being way too hard on these. Has type been used this way before to denote "pubes"? yes it has. but overall these are nice and clean and cool. i have a feeling you'll be seeing these in the books

johnson7489
Activity Score 8
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