String Beauty Tanning Lotion's Shady Ladies
Elsa Blaine — April 27, 2009 — Marketing
References: advertolog
String Beauty suntan lotion creatively demonstrates the effectiveness of its product with bikini-clad women made out of venetian blinds. One could call them the shady ladies of the beach.
The faux wood shutters cut in a female silhouette are pulled closed and bronzed, but yet provide the necessary protection from the scorching rays, as the tagline ‘Optimize the Sun’ encourages.
The cheeky campaign was created by the JWT ad agency in Paris with creative directors Ghislain de Villoutreys and Olivier Courtemanche.
The faux wood shutters cut in a female silhouette are pulled closed and bronzed, but yet provide the necessary protection from the scorching rays, as the tagline ‘Optimize the Sun’ encourages.
The cheeky campaign was created by the JWT ad agency in Paris with creative directors Ghislain de Villoutreys and Olivier Courtemanche.
Trend Themes
1. Creative Advertising - This campaign demonstrates the effectiveness of creativity in advertising as a way to capture consumers' attention.
2. Innovative Use of Materials - Using venetian blinds as a material in this campaign showcases the potential for innovative use of materials in advertising.
3. Protection Without Sacrifice - Emphasizing how the blinds serve as protection from the sun's rays without sacrificing one's desired aesthetic is a trend that can be applied to multiple industries.
Industry Implications
1. Beauty - The beauty industry can take notes on how to effectively demonstrate the use and effectiveness of their products.
2. Interior Design - The use of venetian blinds as a material in this ad campaign can inspire the interior design industry to explore new and unconventional materials.
3. Fashion - This campaign also highlights the trend of fashion items that provide protection from the sun, such as clothing with UV protection and sun hats.
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