American Lung Association of Chicago: Purity

The American Lung Association has been organizing the Hustle Up The Hancock for 10 years now, raising millions of dollars in their quest to end lung disease. With Purity, we wanted to dramatize the perfume experience by highlighting a scent they've never experienced - clean air. By giving people an empty perfume vial, Purity caught people off-guard and drew their attention to the ALAC's goal of improving the air we breath.

Agency: OfficeMax In-house, Naperville, USA
Creative Director: Mark Andeer
Art Director: Matt Fluegel
Copywriter: Mike Lightman
Released: February 2007

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8 comments

Minimum's picture
Minimum
1496 pencils

I love it. Thank god the image had a lot of clouds, or Microsoft would sue their asses off.
But ht ewhol idea of clean air is lovely.

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...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

JTW926's picture
JTW926
184 pencils

really like it. shows purity very well

Chocolat's picture
Chocolat
288 pencils

i love the idea, i think the typography could have been much better though. For a concept like purity, i would have used lighter, cleaner fonts. Somehow, im not sure about the art but its a nice, simple idea.

roman-schwienbacher.com's picture
roman-schwienba...
1021 pencils

very good, makes you thing

Rog's picture
Rog
6094 pencils

zat you, Mikelite?

>>>> That's not an ad. THIS is an ad.

mikelite's picture
mikelite
1031 pencils

damn, I've been found out!

Rog's picture
Rog
6094 pencils

Time to brainstorm your user name, bro!

>>>> That's not an ad. THIS is an ad.

raverus's picture
raverus
1478 pencils

yea, the craft is below average, could be better photo and font, font colors too.

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