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Perfume

Published/Aired: 
January 2008
 Perfume

Description

Caption

The biggest danger is forgetting what they really are.

Advertising Agency: Sra. Rushmore Madrid, Spain
Executive Creative Director: Miguel García Vizcaíno
Creative Directors: Quito Leal
Art Directors: Quito Leal, Diego Alonso
Copywriters: Paco Conde, Jorge Herrero
Photographer: Garrigosa Studio, Barcelona
Production: CP - Producers, Virginia Hernando
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Highest Rated

sullivanT's picture

Good insight. Good shot!

sullivanT
Activity Score 5
Sullivan NYC
pooja gadodia's picture

http://www.watshow.com
common public like me wont understand..

pooja gadodia
Activity Score 86
Andal's picture

Don't like this campaing at all.
The message is a total mess. I don't do drugs (well ok, i smoke a bit) but this doesn't prevent me from doing them.
My opinion.
_______________
Smart and Funny Signature.

Andal
Activity Score 863
Copywriter |

_______________
It's so easy to critic.

sullivanT's picture

Good insight. Good shot!

sullivanT
Activity Score 5
Sullivan NYC
niranjanhg's picture

this will not do any change in drug users.

niranjanhg
Activity Score 211

I am a student.

offroader's picture

a bit of a yawn. doesn't touch me at all.

offroader
Activity Score 15
Wyoming
Disco Munky's picture

I quite like these.

Won't stop me taking drugs, but might trigger the right amount of thought in someone on the fence perhaps.

Pretty, but little Oomph, if you know what I mean.

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

underground's picture

This should have been talc powder not perfume.

underground
Activity Score 41
Horizon.FCB Dubai
teenie's picture

I like the idea--that cocaine is a designer drug, the choice of the rich. But the execution is lacking--too intellectual and not emotional enough. It needs to make you feel more, not think. Everyone knows intellectually that drugs are bad; you have to make them feel why.

teenie
Activity Score 1894
Copywriter
Houdini's picture

good line!
nice idea, good thinking.

Houdini
Activity Score 26
weezergrl's picture

I totally agree with Teenie, for these kind of campaigns you need a concept that strikes people emotionally, something that can definetely make them see the consecuences of the usage of drugs such as cocaine, heroin, etc.

weezergrl
Activity Score 70
Personal Asistant /UNAPEC
Jet Propulsion Lab's picture

For that reason, I like that Montana Meth Project ad with a beat-up mother in the kitchen. That was a very powerfully emotional ad.
I think both cerebral AND visceral approaches are valid for this type of topic. I don't particularly prefer one over the other. "The audience" for this problem is so broad, I don't think you can blanket the message with only one technique.

With that said, the ad with an Altoids can from this campaign is my favorite.

Jet Propulsion Lab
Activity Score 10679
Copywriter
teenie's picture

I saw that one here when they presented the Cannes winners. It brought tears to my eyes. It was very touching.

teenie
Activity Score 1894
Copywriter
Huroman's picture

Good photo, light and grayscale. Terrible copy and message.

Huroman
Activity Score 2
Creative Director at Veracruz
monicamexico's picture

I don't get it.

monicamexico
Activity Score 830
davegregory's picture

cokeheads would find this amusing, probably like it as a poster. It's almost a promotion. I do like the visuals in the campaign but not sure of it's effectiveness.

davegregory
Activity Score 42
Senior Creative at this place here
Lerastaschtroumpf's picture

I totally agree with Andal.

Lerastaschtroumpf
Activity Score 23
School of Copywriting
Hiperion's picture

Publicidad para publicistas.
No está mal, teniendo en cuenta el alto nivel de cocain...que hay por estos lares..

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
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