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

Published: 
March, 2010

22 comments

Critic's picture
Critic
271 pencils

Really good. Nicely done.

RajToo's picture
RajToo
134 pencils

Fun ambient idea.

funky_frogii's picture
funky_frogii
2536 pencils

very good.

Infected by a virus called CREATIVE | "And ya I Love Everything"
http://addot.blogspot.com | http://creativecreepers.blogspot.com

checkhill's picture
checkhill
465 pencils

perfect!
(if this is the first time it's been done)

thedesignaddict's picture
thedesignaddict
5403 pencils

Nice idea in a tired medium.

silvi's picture
silvi
4172 pencils

Direct and simple.

razorsharp creative's picture
razorsharp creative
186 pencils

Not bad. Although, it's too bad that the woman in the picture is looking at the magazines and not following the trail of clothes.

-Richard Todd Aguayo (razorsharp creative)
http://razorsharpcreative.com

gmint7's picture
gmint7
2683 pencils

winner

:::J:::

Bazska's picture
Bazska
20 pencils

Great idea!

"If I had asked my customers what they wanted, they would have said a faster horse." H. Ford

tirthomitro's picture
tirthomitro
2758 pencils

too fuckin' good!

they showed me a picture & i laughed
dignity has never been photographed

atb2005's picture
atb2005
13561 pencils

Stunning! I haven't seen something like this before either.. at least not in this indeed tired medium.

Shingo's picture
Shingo
408 pencils

lol very nice

michelangelo's picture
michelangelo
660 pencils

really really good, well done

npravn's picture
npravn
159 pencils

Great idea. Never gonna work IRL

gmint7's picture
gmint7
2683 pencils

..why?

:::J:::

atb2005's picture
atb2005
13561 pencils

Never gonna work? That's a very strong statement. The truth is NO stunt would make you buy a magazine if you don't like the content inside. The idea here was to just promote the issue; get people's attention. In that regard, I think this campaign is a success!

raulbanderas's picture
raulbanderas
357 pencils

NICE!!!

muraliduggineni's picture
muraliduggineni
104 pencils

very imperssive

murali duggineni

Dzsoi's picture
Dzsoi
7975 pencils

Good one! Funny that nobody did this before. Better for macho magazines, but if women are interested in a Naked Issue, the ambient works too.

bi_sign's picture
bi_sign
262 pencils

ahmmmm WHy ???

rolling.stone's picture
rolling.stone
2740 pencils

great

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~ Quite obviously, I have gathered no moss ! ~

Billoughsby's picture
Billoughsby
5124 pencils

Made me look, made me stare, made me lose my underwear

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

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