The Mentholatum Whitening Hand Veil Campaign is Cleverly Reversed
Meghan Young — April 25, 2012 — Marketing
References: tbwa & ibelieveinadv
The Mentholatum Whitening Hand Veil ad campaign is simple and clever. It reverses the typical hand shadow puppet routine to make it appear as though the hands themselves are shining like a flashlight to show how white this hand cream can make them. It was conceived and executed by TBWA, an ad agency based in Hong Kong, China.
Available only in the Asia Pacific region, the Mentholatum Whitening Hand Veil is as effective at lightening hands as it is at relieving dry and chapped skin. Of course, the ad campaign focuses on the former rather than the latter since it knows that the target demographic is often more concerned with the light tone of their skin. The campaign was art directed by Ken Hui, Jacqueline Hung and Joe Chow with illustrations by Bon Leung.
Available only in the Asia Pacific region, the Mentholatum Whitening Hand Veil is as effective at lightening hands as it is at relieving dry and chapped skin. Of course, the ad campaign focuses on the former rather than the latter since it knows that the target demographic is often more concerned with the light tone of their skin. The campaign was art directed by Ken Hui, Jacqueline Hung and Joe Chow with illustrations by Bon Leung.
Trend Themes
1. Reverse Advertising - Exploring the reversal of traditional advertising techniques to create innovative and attention-grabbing campaigns.
2. Shadow Puppetry - Revitalizing the ancient art of shadow puppetry by incorporating it into modern advertising strategies.
3. Skin Whitening Trend - Capitalizing on the growing demand for skin whitening products and showcasing their effectiveness through creative marketing.
Industry Implications
1. Advertising - Utilizing alternative and eye-catching advertising techniques to capture consumer attention and promote brands.
2. Cosmetics - Developing and marketing skincare products that address specific concerns such as skin whitening.
3. Creative Design - Integrating visual storytelling techniques such as shadow puppetry into advertising campaigns for enhanced brand communication.
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