May 2010

A project for ScandMar, a Swedish/Morrocan developing company, in marketing exclusive villas on the outskirts of Marrakech.

Print advertisment created by The Republik, Sweden for ScandMar, within the category: House, Garden.

A thousand years of culture is just around the corner. Marrakech is just 10-15 minutes away by car. Here you will find the most incredible marketplace in North Africa, timelessly beautiful buildings and exotic sounds and scents.

Advertising Agency: The Republik, Sweden
Art Director: Lars Jansson
Copywriter: Magnus Ahlström
Photographer: Jörgen Reimer

Comments (12)

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jamesrothenburg's picture
Activity Score 554

Great images. I think the copy doesn't really fit. You mostly show shots of landscapes, but then talk about culture, the market and architecture. You don't want to be see/say but copy and visuals don't seem to connect as well as they could.

luispiter's picture
Activity Score 2756

i love the image.. but the concept??

Pankefir's picture
Activity Score 22

i think the copy really suits that
me or jamesrothenburg miss the concept

i understand it like that:
we have got a lot of beautifull landscapes and evearybody knows that
so we need to show that just 15 minuts from that landscapes (not marrakech) we have got something beautifull und underestimate
the city Marrakech the thousand years of culture and the most incredible marketplace in North Africa, timelessly beautiful buildings and exotic sounds and scents.

Lazarus's picture
Activity Score 1536


jackblack's picture
Activity Score 2357

Need a freakin microscope to read the copy.

shahidali's picture
Activity Score 4069

No matter how much i uprise in eccentricity, i always fell short!!!


Billoughsby's picture
Activity Score 5144

Give me burned in, brooding, otherworldly landscapes of the desert, and then talk to me about shopping opportunities in lovely and picturesque downtown Marrakech.

Well it's just crazy enough that it might work. I'll give it a surrealistic 5 of 10.

That's it.

CuriousPencil's picture
Activity Score 4225

If you're really proud of the product, why hide the copy in unreadable white-on-black, in a point size and position usually reserved for insurance ad disclaimers?

Billoughsby's picture
Activity Score 5144

Setting type as small as possible is an expression of an old-fashioned idea of elegant or classic style. That attitude survives today chiefly in the contact info on identity systems being set at 5 or 6 points. Then too, every time a designer grumbles about the client always wanting the logo bigger -- because the client IS usually proud of their company and its logo -- some vestige of the attitude stirs the dust of tombs.

That's it.

manumartin5's picture
Activity Score 1196

i should have liked this, if it was vibrant, and colorful. Smart colors.

gwheeler's picture
Activity Score 49

This particular execution—with the lonely goat—is weird, because the landscape looks blighted, instead of enchanting or even welcoming—but the whole campaign looks and sounds 'premium' which is what it's supposed to do. Seems like a waste to repeat the same line 3 times. Give me a story ferchrissakes. If you're trying to reel in big-spending people with this promise (exclusivity/great landscape/close to deep cultural experience), you have to tell me more…

The small copy is no problem—letting the landscape do the work. The small copy functions like a very quiet whispering of the Marrakech 'benefit'. High volume isn't always the right volume.

dadada's picture
Activity Score 1720

Clean but not enough aspirational!

Everybody is creative, be yourself.