Marie Claire: Clothing trail

Problem: Due to on-shelf clutter, Marie Claire’s flagship ‘Naked Issue’ isn’t standing out.
Solution: To create the illusion that a woman had undressed on her way ‘into the Naked Issue’, we created floor decals that look like a trail of clothing which led up to the magazine.

Advertising Agency: Network BBDO, Johannesburg, South Africa
Creative Director: Ivan Johnson
Art Director: Ross Nieuwenhuizen
Copywriters: Mike Pearson, Carla Kotze
Photographers: Barry White, Helena Rautenbach
Retoucher: Rafiek Newman
Producer: Nicole Buss
Make Up: Jade Leggett