THE IGNORED POSTER CAMPAIGN
Brand | S.C.S.H.C. |
Product/Service | SCHOLL |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Posters |
Entrant Company
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Scholl is a footwear and foot care brand.
The Brief
Scholl's Fresh Step Anti-Perspirtant Foot Spray reduces wetness and neutralises foot odour. We were briefed to convey this fact by means of a visually-arresting print campaign.
How the final design was conceived
Our idea banked on a simple insight: That while people take extra care of their armpits, they tend to ignore their feet. We used the cliché pose of a person applying deodorant on their armpit and gave it a visual spin. The illustration was carefully crafted to ensure that the moment of spotting the foot comes as a reward for the viewer. Great attention was paid to the anatomy of the arm and leg to ensure a seamless replacement.
Indication of how successful the outcome was in the market
The campaign was executed in blue and yellow, to match the human skin colour and also to stay in line with the brand colours. The campaign conveyed the idea that feet matter too and was well received by our target audience.
Credits
Fadi Yaish |
IMPACT BBDO Dubai |
Regional Creative Director |
Bana Salah |
Impact Bbdo Dubai |
Creative Designer |
Aunindo Sen |
IMPACT BBDO Dubai |
Copywriter |
Clarisse Mar Wai May |
Impact Bbdo Dubai |
Executive Integrated Producer |
Mirna Moukarzel |
S.C.S.H.C. |
Marketing Manager |