Julyna: C Word

It's time to embrace that 4-letter c-word. Cure.

Men have Mo-vember. Women have Julyna – a non-profit organization that encourages creative grooming to raise money and increase awareness of cervical cancer and HPV. This print campaign promotes their fundraising event.

Advertising Agency: Cossette, Toronto, Canada
Creative Director: Pete Breton, Dave Douglass
Art Director: Angela Sung, Tom Koukodimos
Copywriter: Rachel Abrams
Published: July 2011

14 comments

chuckieT's picture
chuckieT
680 pencils

That pubic headline is too hard to read. And not great. Also, grammatically, a colon would have been easier to read.

Why the blurry navel? It seems unnecessary and forced. Or am I missing something?

Wc's picture
Wc
21 pencils

lower part of a female's body?

vlwk's picture
vlwk
154 pencils

Well, I'm not sure if it's my dirty mind acting up, but try this,

Lean back on your chair and look at the navel. Now look down at the text.

Doesn't it look like a woman's crotch?

andylefty's picture
andylefty
4533 pencils

Typographer's been dying to use that face.

Image communicates to women.

andylefty's picture
andylefty
4533 pencils

Typographer's been dying to use that face.

Image communicates to women.

A.S.'s picture
A.S.
78 pencils

The headline is totally unreadable

erik.salamon's picture
erik.salamon
31 pencils

The font is nearly impossible to read. I am not sure if that was intentional but if not it is really quite pure execution.

dean viii's picture
dean viii
1676 pencils

Fail. On all levels.

abake's picture
abake
1256 pencils

I don't like hairy pubes...
On a more serious note, I think this has been used/seen too many times before.

kleenex's picture
kleenex
28715 pencils

The font looks great, BUTTTTTT it sure does make it hard to read,

Roger Keynes's picture
Roger Keynes
5498 pencils

Type layout at the top bugs me. Fights/distracts from the visual idea.

Otherwise, yes.

Will Think for Salary

samarin's picture
samarin
26 pencils

I agree... the copy on top distracts me from the concept... and yes.. the font is hard to read

Muddy's picture
Muddy
45 pencils

Two problems:
1. Font is only useful for one word.
2. Anyone under the age of 40 won't immediately recognize a full bush.

johnson7489's picture
johnson7489
8 pencils

You guys are being way too hard on these. Has type been used this way before to denote "pubes"? yes it has. but overall these are nice and clean and cool. i have a feeling you'll be seeing these in the books

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