The philosophy behind Women of Will is to transform, enhance and empower the lives of women in need by giving them a new purpose in life. Women of Will believes everyone deserves a second chance and some stories deserve a different ending.
We recently showcased a series of posters where we tell the stories of how some disadvantaged women have managed to turn their life around with the help of Women of Will. These posters were printed on 'repurposed/recyled' material such as posters, bedsheets and an old door to reinforce the idea that anything can be given a new lease of life.
The brief:
(Potential) client wanted to create a series of print/magazine ads to launch their skincare range for men. The products are based on nature, very much like Body Shop.
Creative Rationale:
When it comes to skincare for men, there is a large untapped market - the Real Man's Men. We are talking the mucho macho Bruce Willis type rather than the pretty boy Tom Cruise type.
Traditional men are not metrosexual. They would rather walk in front of a moving bus than admit they use skincare.
Unlike skincare for women, touting Forest's Secrets unique ingredients or benefits such as "look years younger" would be far too sissy for this market.
To reach this market, we need to speak their language. Find out what interests them and go with that angle.
Basically, what our grandmothers warned us decades ago about men only wanting one thing still holds true.
With that in mind, let's give men what they want. Or rather, tell them about a product that women find irresistible.
The proposition is simple:
Use this product and increase your 'pull' factor. Or to put it simply, use Forest's Secret skincare range to get clear skin, which in turn, attracts chicks.
These series of "wink, wink, nudge, nudge" ads would definitely get the target market's attention, without having to say much at all. Imagine seeing this in FHM for instance.
The following two entries, 'What men want' and 'For us, men' were also proposed for the product launch.
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These ads attract attention through their cheeky lines. They are purposely written to mislead so as to arouse the curiosity of the target market. I could easily write: All men want to attract chicks through good skin. But who would want to read that?
TM is a global company, yet it has its heart in the right place. The idea here is to showcase the contrast between a pair of old hands with new technologies offered by the client. Quick. Spot the mistake.
Here's how it works. When we present an initial idea to a client, we present it in 'visual' form. Or what the laymen would call a 'draft' I suppose. The idea is to sell, well, the idea first.
Most of the ads featured here are in 'visual' stage. Hence the rough, unfinished look. That's because most of these ads were rejected. In other words, never completed.
I hope you can still appreciate the idea beneath the execution. After all, idea is everything when it comes to creativity.
When I used to interview writers, I was always more interested in seeing the work that were rejected. More often than not, the rejected works are always the most interesting. Because, sadly, 90% of the ads that the public get to see are the safe ones. For 'safe', read: unnoticeable.
Pity.
Please click on the image to read the text. Thanks
