文/Aoi
2012年,奥妙发起了主题为dirt is good的campaign,传达“衣服脏了不可怕,最重要是成长”的核心思想。之前顶尖发过一套平面,用沙雕的手法表现出题。这一次的风格相对清新,是小朋友在户外游戏的背景,而颇有洞察的文案更巧妙地印在了衣服上——
Real adventures aren't controlled with a joystick.
真正的冒险不是用游戏手柄完成的。
Mud teaches more than carpet ever could.
泥巴教会你的,比地毯多得多。
Bravery isn't learnt in front of the telly.
勇敢可不是坐在电视机前就能学会的。
“拯救童年”的呼声,竟然被一个洗衣粉品牌执行的这么好。为“脏”这件事情赋予了更多人情味和内涵。独到的洞察,精彩的反转。
Advertising Agency: DLKW Lowe, London, UK
Executive Creative Directors: Dave Henderson, Richard Denney
Copywriter: Theo Bayani
Art Director: Miguel Gonzalez
Photographer: Dario Mitidieri
Art Buyer: Gary Wallis
Account Supervisor: Rupen Desai
Planner: Brent Gosling