Ariel pocket: Cross, 3

Remove stains in 10 seconds.

Advertising School: Fakd & European school of Design, Frankfurt, Germany
Creative Directors: Ralph Thamm, Mathias Gregorzek
Art Director / Copywriter / Post production / Photographer: Danilo Dick Farah
Other additional credits: Markus Morley, Stefan Mildner

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28 comments

Mezooo's picture
Mezooo
174 pencils

the stain really looks really weird...

i like the idea, but the cross and the font should be more recognizable!

Guest commenter's picture
Guest commenter

well...i still see the stain !!!!!!

Guest commenter's picture
Guest commenter

Good intention, but some people still see de stain. So, sounds like a Ghost

Mezooo's picture
Mezooo
174 pencils

i think that' the point... you can't focus on the cross because of the stain, so you need the product... that's the message i got

Favete's picture
Favete
365 pencils

The point is that you can't see the stain WHILE you are focused at the cross in those 10 seconds... you take the focus off the cross and back to the stain. Interesting.

Mezooo's picture
Mezooo
174 pencils

yeah right...now i got it... sorry for the misinterpretation

Danilo's picture
Danilo
52 pencils

Yo boys, the stain dissapears after 10 seconds.
Give it another try, if you concentrate realy hard on the cross it will dissapear magically.;-)

It is an optical illusion.
I remembered Johannes Itten Book that the eye adds to every colour the complementary colour
to balance it out and i used this effect to communicate the benefit.

The ad is a fake because it is just normal studentwork,
without a client.
I contracted a debt to rent the equipment like ringflash etc,
there was no client money.

I would be thankfull for tips to get better.

www.danilodickfarah.com

Mezooo's picture
Mezooo
174 pencils

It's a great idea Danilo, but i doubt if a normal consumer will recognize it... it took me a while to understand that the stain is fading while focussing the cross...

I don't think most viewers will focus the cross, if it were a real ad in a mag for example...

HTG's picture
HTG
239 pencils

The stain never goes away. In fact I thought it was to try and see the stain turn into something like a stripper or something else in the clothing. Maybe that would be better than an optical illusion. I know if I had stripper juice on me I would want it off for more reasons than just a stain on my clothes. But that's just me. I'm dirty minded bastard.

Guest commenter's picture
Guest commenter

It kinda worked, but then it came right back.

Roger Daly's picture
Roger Daly
359 pencils

Yeah, it dissappears, but you kinda know what's 'expected' to happen.
Okay execution of that idea... but certainly not surprising.

Pennybabe's picture
Pennybabe
14 pencils

I didn't get anything.

jorj's picture
jorj
638 pencils

let us try this pen on this campaign.

Davosk's picture
Davosk
4833 pencils

Like the painter, I can't get past the stupid clothing choice used in the situation. Therefore, I'm not interested in watching the cross for a third time. So there.

pavel's picture
pavel
152 pencils

Greate one, congrats!

SeanMartin's picture
SeanMartin

Just out of curiosity, how did it test out on colour-blind folk?

--------------------------

Here, let me save everyone the trouble of asking. "Do you even work in advertising?"

Guest commenter's picture
Guest commenter

this is a big shit!!

Guest commenter's picture
Guest commenter

i think its a great idea Danilo!

Guest commenter's picture
Guest commenter

Don't forget this is studentwork
Rad the credits:
Art Director / Copywriter / Post production / Photographer: Danilo Dick Farah

Martijn's picture
Martijn
1900 pencils

I think it's nice student work, but it doesn't work good enough. Maybe the optical illusion works better if the line is out of the illusion area.

Guest commenter's picture
Guest commenter

Can't be studentwork

Martijn's picture
Martijn
1900 pencils

Why?

Guest commenter's picture
Guest commenter

I think is a great campaign, I think everybody who sees the ads published here are already prejudging all the pieces, a normal consumer will get these, easy instructions, simple graphics and creative approach. I got it immediately.
Here concentrate in this cross + and my message will disappear. LOL!!

Guest commenter's picture
Guest commenter

Concept, Art, Photography and Postproduction
by just one student. Big up!
Germany has the best advertising students,
remember this hubabuba kid?

Danilo's picture
Danilo
52 pencils

Thank you for all the compliments,
but my the respect should go to my teachers.
Ralph Thamm and Detlev Wildermuth of the european school of design.
They kicked my butt all day long.

Guest commenter's picture
Guest commenter

Could anyone explain to me what the word 'cross' means?

Guest commenter's picture
Guest commenter

could anyone explain for me why the soup was put here??? I dont understand

Spashley89's picture
Spashley89

i think the soup is there to justify for the stain on his vest. Because he's cooking without an apron, that's why he has the stain.and the word "cross" mean the sign of "+" u see in the picture. above "+" sign, there's a sentence telling you to look at this "+" sign. hope u get it.

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