Ariel

Hope everyone likes them. Checkout http://ajstone1981.blogspot.com/ to see more of our work.

-Andy Stone (art director)

Ariel
Ariel
Ariel

5 comments

Conceptual-eyes's picture
Conceptual-eyes
1475 pencils

The line is terrible. If it were something about fade-resistant colours then it would work. However this route has been done several times before. But do not use a biblical reference because that's just naff. CE

aj_stone1981's picture
aj_stone1981
482 pencils

The biblical reference is used to represent 'divine'. People say tennis white or cricket white etc but surely the highest point of colour would be that of divinity? When people speak of visions of god it's never in black and white or grey colours, it's of bright shining light.

P.s. Fade resistent, if you search a bit more has been done to death, plus advertising something that keeps the brightness IS the same as fade resistent, it's just a different way of saying something that gets used too much.

Conceptual-eyes's picture
Conceptual-eyes
1475 pencils

It speaks to broadly then. Look I'm not saying stick to this rule always but great advertising usually relies on the 'TRUTH WELL TOLD' philosophy. This is so far from the truth of the product and it's a flimsy message, you might as well slap any old detergent logo over that Ariel logo. -- If you think the CD is going to kick himself and say "Damn, I wish I'd thought of that" then keep it in your book. If not, push harder, think about the truth of Ariel from the perspective of its everyday users and you can come up with something much better. The choice is yours. CE

MCP's picture
MCP
231 pencils

Not to burst the bubble, but it has been done super similarly before, by Lowe Bull in Johannesburg, I think it shortlisted at Cannes, definately won at loeries.

aj_stone1981's picture
aj_stone1981
482 pencils

Oh, didn't know that. That's a kick in the teeth. Though you may wanna mention that to CE above...

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