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April 2013
First Choice Milk:  Braces
First Choice Milk Print Ad -  Braces


Print advertisement created by Boomtown, South Africa for First Choice Milk, within the category: Confectionery, Snacks.


The bubblegumminess without the messiness.

Advertising Agency: Boomtown Strategic Brand, South Africa
Creative Director: Andrew Mackenzie
Copywriter: Gary Welsh
Creative Group Head / Art Director: Tim Jones
Photographer: Paul Cocks
Retoucher: Graham Bartholomew
Account manager: Estee Cockcroft
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certaintly's picture

messiness isnt really a problem for bubblegum.

this is a great product (creatively speaking) that deserves a much funner idea

Activity Score 3984
venom_elite's picture

Why is the model so old? How many 45 year old's do you know have braces and chew gum? At least shop out the wrinkles.

Dream brief - they really dropped the ball on this one.

Activity Score 772
Art Director
Cristina and Chris's picture

It seems a bit forced to use someone with braces... The product would lend itself to much quirkier and fun ideas like cows with bubble gum udders or who knows what else. Agree with venom on this one, didn't really push it far enough.

Cristina and Chris
Activity Score 840
jackblack's picture

Yuck. And I'm not talking about the gum.

Activity Score 2363
Art Director
eczemainchildren's picture


Activity Score 7
Other at eczema in children
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