ScandMar / Orangery Marrakech: Palms

A thousand years of culture is just around the corner. Marrakech is just 10-15 minutes away by car. Here you will find the most incredible marketplace in North Africa, timelessly beautiful buildings and exotic sounds and scents.
www.orangerymarrakech.com

A project for ScandMar, a Swedish/Morrocan developing company, in marketing exclusive villas on the outskirts of Marrakech.

Advertising Agency: The Republik, Sweden
Art Director: Lars Jansson
Copywriter: Magnus Ahlström
Photographer: Jörgen Reimer

Published: 
May 2010

12 comments

jamesrothenburg's picture
jamesrothenburg
554 pencils

Great images. I think the copy doesn't really fit. You mostly show shots of landscapes, but then talk about culture, the market and architecture. You don't want to be see/say but copy and visuals don't seem to connect as well as they could.

luispiter's picture
luispiter
2756 pencils

i love the image.. but the concept??

Pankefir's picture
Pankefir
22 pencils

i think the copy really suits that
me or jamesrothenburg miss the concept

i understand it like that:
we have got a lot of beautifull landscapes and evearybody knows that
so we need to show that just 15 minuts from that landscapes (not marrakech) we have got something beautifull und underestimate
the city Marrakech the thousand years of culture and the most incredible marketplace in North Africa, timelessly beautiful buildings and exotic sounds and scents.

Lazarus's picture
Lazarus
1536 pencils

Meh.

jackblack's picture
jackblack
2350 pencils

Need a freakin microscope to read the copy.

shahidali's picture
shahidali
4069 pencils

No matter how much i uprise in eccentricity, i always fell short!!!

shahid

Billoughsby's picture
Billoughsby
5144 pencils

Give me burned in, brooding, otherworldly landscapes of the desert, and then talk to me about shopping opportunities in lovely and picturesque downtown Marrakech.

Well it's just crazy enough that it might work. I'll give it a surrealistic 5 of 10.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

CuriousPencil's picture
CuriousPencil
4225 pencils

If you're really proud of the product, why hide the copy in unreadable white-on-black, in a point size and position usually reserved for insurance ad disclaimers?

Billoughsby's picture
Billoughsby
5144 pencils

Setting type as small as possible is an expression of an old-fashioned idea of elegant or classic style. That attitude survives today chiefly in the contact info on identity systems being set at 5 or 6 points. Then too, every time a designer grumbles about the client always wanting the logo bigger -- because the client IS usually proud of their company and its logo -- some vestige of the attitude stirs the dust of tombs.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

manumartin5's picture
manumartin5
1196 pencils

i should have liked this, if it was vibrant, and colorful. Smart colors.

gwheeler's picture
gwheeler
49 pencils

This particular execution—with the lonely goat—is weird, because the landscape looks blighted, instead of enchanting or even welcoming—but the whole campaign looks and sounds 'premium' which is what it's supposed to do. Seems like a waste to repeat the same line 3 times. Give me a story ferchrissakes. If you're trying to reel in big-spending people with this promise (exclusivity/great landscape/close to deep cultural experience), you have to tell me more…

The small copy is no problem—letting the landscape do the work. The small copy functions like a very quiet whispering of the Marrakech 'benefit'. High volume isn't always the right volume.

dadada's picture
dadada
1720 pencils

Clean but not enough aspirational!

Everybody is creative, be yourself.

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