CLEO Magazine Malaysia: Breast cancer awareness, Discount

Unfortunately, it isn't as noticable as a DISCOUNT!
80% of women miss the first sign of breast cancer.
Early detection saves lives.
Call 03-7954 0133 or visit radiologymalaysia.org
Cleo magazine.

Agency: Leo Burnett, Kuala Lumpur, Malaysia
Creative Directors: Yasmin Ahmad, Ali Mohd
Art directors: Zaidi Awang, Zarak M.Zain
Copywriter: Ramanjit Singh Gulati
Illustrator: Steve Koh

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4 comments

addyhoch10's picture
addyhoch10
2592 pencils

*booom*

aj's picture
aj
168 pencils

Unfortunately, 80% of women will miss the first sign of breast cancer coz its written in such fine print. especially as a in-store display idea, this is a definite failure. if it was a mailer sent in public interest by a leading mall or clothing house, i guess it would've worked better. even as an ad probably.
dont u think this ambient idea defeats the very purpose for which it was created? people will see sale and 80% and swarm inside the stores gleefuly eyeing all their favourite clothes n accessories when the store manager will supply the overexcited customers (hopefully)with a magnifying glass and ask them to go and see the signage again. and then, it will be awareness in its truest sense.
edit | reply

the_ashlands's picture
the_ashlands
1394 pencils

nice ikea, er idea.

i wonder how they work this out with the stores??

addyhoch10's picture
addyhoch10
2592 pencils

the 'discount' font is avant garde medium bold. ikea's using a modified futura.
oh dogmatic me. please don't reply to this comment.

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