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Graffiti

Published/Aired: 
July 2007
Description: 

Challenge: Reinforce Rexona Crystal's efficiency in the anti-white marks segment.

Idea: Amplify the white marks on dark clothing problem and present Rexona as the most effective solution.
Execution: Use of stencil and other mixed techniques. Urban and feminine visual language.

Goal: Point out the benefit of the product. Maintain the urban and current look visible of the international campaign
Developed pieces: Adshel
Advertising Agency: Lowe, Lisbon, Portugal
Creative directors: Susana Albuquerque, João Coutinho
Copywriter: Filipa Gomes
Art director: Teco Cipriano
Strategic planning: Sérgio Santos
Account director: Susana Coerver
Account executive: Joana Valadão
Agency producer: Ana Rondão
Photographer: Ricardo Cruz
Stencil "Men": Tiago Albuquerque

Comments (9)

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Highest Rated

Xen's picture
Xen

Makes me think that this deodorant leaves white marks.

deep_tracy's picture
deep_tracy
Activity Score 588

err...

Bauducco's picture
Bauducco
Activity Score 297

What the... ?
I really didn´t get it.

addyhoch10's picture
addyhoch10
Activity Score 2592

how much did they produce like this? one?
not very efficient.
if you really want it to look selfmade, use silk screen printing and produce a larger number of posters. most people wouldn't see a difference.

lamz's picture
lamz
Activity Score 208

exactly ;-/
big waste of energy..

raverus's picture
raverus
Activity Score 1476

:S

deep_tracy's picture
deep_tracy
Activity Score 588

the reason this doesn't work is because it's basically a layered press ad. they should have vandalized manequins, posters and billboards, and not made their own poster to paint over. really lame. if they couldn't do the former, they should have scrapped the idea.

kingzeus's picture
kingzeus
Activity Score 260

not good....

"you are valued for your value so be valuable..."

Xen's picture
Xen

Makes me think that this deodorant leaves white marks.

Xen's picture
Xen

Makes me think that this deodorant leaves white marks.

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