Fight for literacy: Bikini

Advertising Agency: DDB, Paris, France
Executive Creative Director: Alexandre Hervé
Art Director: Emmanuel Courteau
Copywriter: Jean-Francois Bouchet
Account Director: Jean-Jacques Sebille
Agency Producers: Justine Bruneau, Quentin Moenne Loccoz
Accounts: Sophie Legent, Kenza Adeïda
Account manager: Pierre Beffa
Published: February 2013

16 comments

eins-eins-null's picture
eins-eins-null
867 pencils

"oh my god! they really believe this is a bikini ad? no way! horrible, that poor people!"
the whole campaign is a joke. not a bad one, but still a joke.

Picky1's picture
Picky1
215 pencils

Well, personally, I don't find her disappointing ! She's as "Wow" as any other H&M girl you can see on the walls... (which is obviously their reference, according to the "logo" they used).

Blazer's picture
Blazer
15 pencils

I agree with Picky, the girl is hot and it perfectly looks like the usual H&M swimsuit ad. More over, I don't see any "joke", I just see a very clever campaign.

eins-eins-null's picture
eins-eins-null
867 pencils

i think you both didn't get the point. when did i talk about the girl?

but to be nice i'll explain: what do you show here? that an illiterate can't read ADVERTISING. if anybody would realize, they'd comment cynical like "good for you". nobody likes advertising. the benefit proven in this camaign is something that - in the best case - nobody gives A FUCK about.
again some advertising just for award shows. no serious business. yeah, somehow funny, even if not new. and somehow creative (again: even if not new!). but really bad advertising. and that's what i meant when i said 'not a bad one but still a joke'.

Picky1's picture
Picky1
215 pencils

Ok, that's your point of view. Here's mine : this campaign is not about the ability of reading advertising, but only about reading. Don't be so cynical ! When you see such an ad (especially the dragon movie poster), and when you realize that millions of people in your country can't read it, I really think you don't comment : "Good for you", I think you say : "damn, so many people can't read that, so it means they can't read anything else in their everyday life, shit !". Unless you're a real fanatic ad buster, of course (but ad busters are only a small minority). Frankly, I'm convinced that people have more heart than you say ; even if they don't like advertising, they can get the message conveyed here and be touched by it. That's probably why I don't see that campaign as a one "made for award shows", but as a real good one.

You were also saying it's not new. Any proof ? No student work, please. Nor "words changed on a pack / menu / sign" ads, because this campaign is not only about changing words, it's about putting literate people in the same situation as illiterate ones, for a few seconds. That's (by the way) why I liked it so much, and why I found it so fresh.

eins-eins-null's picture
eins-eins-null
867 pencils

i'm sorry, but i'm not that much interested in this campaign to read your whole comment. spent enough time with it. that's not meant disrespectful, honestly - i just don't really care.

bate_palmas's picture
bate_palmas
1479 pencils

again, the idea is quite good but I just don't think this is going to work. So what if they think it's an ad for a bikini? That doesn't make them illiterate. It makes them normal.

alausa's picture
alausa
1418 pencils

A literate person has the luxury of a second look and getting it, sadly an illiterate person never will.

bate_palmas's picture
bate_palmas
1479 pencils

That's absolutely true. However, most people, literate or not, pass over ads they're not interested in reading.

Just myopinion

bate_palmas's picture
bate_palmas
1479 pencils

That's absolutely true. However, most people, literate or not, pass over ads they're not interested in reading.

Just myopinion

Picky1's picture
Picky1
215 pencils

That's probably why they've done some very different kind of ads, because some people won't look at some ads but will be more interested in some others...

Nike Diesel's picture
Nike Diesel
13339 pencils

+1 @Picky1

nemesis's picture
nemesis
761 pencils

A literate person is not necessarily interested in reading advertisement.

If someone doesn't read the body copy, it doesn't mean they're illiterate. Just not interested in said product/advertisement.

So, that being said... if I don't care for reading the body copy for a tampon ad, does that make me illiterate?

sacrilegend's picture
sacrilegend
2055 pencils

A tired, tired trick. An old joke with a dusty punchline.

OopsyOp's picture
OopsyOp
33 pencils

I have been in the business for a long time and I have never seen that "tired trick", as you call it. It is really fresh, on the contrary. I thought at first it was a shitty ad, and I suddenly understood what it was about. They got me ! Simple and smart idea.

feysal's picture
feysal
2270 pencils

i must say that thinking these ads are for something else is based on the style and sop yes being literate helps you get the true message.

groovy baby!

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