Agency Network: 
October 2010

Print advertisment created by Euro RSCG, Belgium for Candico, within the category: Confectionery, Snacks.

A character of finesse.
Candico. All the finesse of roughness.

Advertising Agency: Euro RSCG, Brussels, Belgium
Executive Creative Director: Dominique van Doormaal
Art Directors: Dominik Appels, Dominique van Doormaal
Copywriters: Bram Lenders, Gino Del Ben, Dirk De Smet
Account team: William Lebrun, Dirk Werkers
Photographer: Frieke Janssens

Comments (15)

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New Nice and Fun's picture
New Nice and Fun
Activity Score 377

Roughness and finesse = a 50 yold tatooed drinking tea while looking her chinese porcelain ?

Got it?

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Hehe I find it funny how she drops the sugar ;p

LeeHarvey's picture
Activity Score 3045

Haha that's quite rough yeah!

morse's picture
Activity Score 18026

Another campaign that is too smart for me.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Dot's picture
Activity Score 90

lost in conceptspace

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

CuriousPencil's picture
Activity Score 4225

It took 3 copywriters to come up with:

"You can adore roughness, just as you might not like it.
However, liking roughness does not prevent you from appreciating its finesse.
Just try it.
After all, it’s only a question of taste."

I might be wrong, but I'm guessing they wrote one line each, in separate rooms, blindfold. Then agreed that 'a question of taste' was just the thing to bring those lines together.

It took 2 art directors to come up with:

A tattooed woman about to get scalded.
To sell cane sugar. I'd ask for my money back from this campaign.

Guest's picture

I have a feeling something was lost in translation here, from french to english. The copy is horrendous, this can't be the original.

Cheerriiee's picture
Activity Score 952

thanks guys, now i quiiite get it!

Billoughsby's picture
Activity Score 5144

What's this, GILF chic?

That's it.

CuriousPencil's picture
Activity Score 4225

You think if she was a granny she'd have legs that toned and wrinkleless-enough to sport a tattoo? Might be a Microsoft Poland moment, where the team misplaced the plot while spending the big picture.

Guest's picture

Yes. The eighties are back!

pol27's picture
Activity Score 40

You understand nothing about this guys. This is great work.
I'm sure it will be a Lion in cannes next year.
The pictures are very nice and the concept is very strong.
A tattoo on the leg of a old woman, that's very cool :)

LeeHarvey's picture
Activity Score 3045

Ladies and gentlemen we have a gerontophile among us.

pol27's picture
Activity Score 40

ha ha ha, yes. I like it.

Dzsoi's picture
Activity Score 8532

A beautiful leg never has won a Lion. Maybe an ugly one?