In order to revive a deodorant brand, this campaign makes use of insulting, but cool, quotes. For social media platforms Instagram and Facebook, unpleasant direct messages were created; these are reminiscent of possible unpleasant odours of the social environment, created by “bros”. Illustrations and print in a cheerful retro-look accompany the blunt-to-coarse slogans. Because of its playful character and literal humour, the advertising stands out and achieves a high recognition factor.
[Red Dot: Junior Award]
Kendra Bergman, Timothy Carvalho, SCAD
SCAD Savannah College of Art and Design, Savannah, Georgia, USA