What’s New: Portfolio





VIE BRAS
AGENCY Campbell & Partners, Toronto
CLIENT Vogue Brassiere, Toronto
MEDIUM out-of-home
CREATIVE/ART DIRECTOR Barry Campbell
COPYWRITER Mo Solomon
PHOTOGRAPHY Struan Campbell Smith
Let’s face facts: The lads would stare at her no matter what the status of her underwear. Ads for bras have always assumed that women want to attract men. Amending that message to suit modern sensibilities, this headline suggests women can attract men and be in control of whatever ensues. In short, the product is a vehicle for female empowerment. No need to burn this bra! Lest anyone miss the implication that this women is a force as well as a dish, the chess set signals that she’s no bimbo. Nonetheless, women may wonder how she’ll treat the unwanted stares of people who don’t look good. Will she scowl at them? Do ear-piercing bird calls? Pour latte on their laps? By celebrating the boldness of the Vie wearer, the ad leaves readers wondering whether they’re in the market for so much eye contact.

RAGOLD’S JUICEFULS AND VELAMINTS
AGENCY Cramer-Krasselt, Chicago
CLIENT Ragold, Chicago
MEDIUM consumer print
CREATIVE DIRECTOR Marshall Ross
ASSOCIATE CREATIVE DIRECTOR Don Nelson
ART DIRECTOR Matt Dalin
COPYWRITER Christine Montaquila
PHOTOGRAPHY Dan Martin
You’ve got to admire the nerve of a fruit-flavored candy that asserts its superiority to fruit itself. It’s as if a pine-scented bathroom cleanser claimed to be more refreshing to one’s senses than a hike through Glacier Park. The brashness of the humor helps adults take in the point that Juicefuls are suited to grown-up tastes. This campaign was created specifically to run in the National Enquirer, and its tone will resonate well with the idiosyncracies of that medium. The Velamints ad, meanwhile, does a deft job of bad-mouthing the competition. Since we’re accustomed to viewing strength as a positive attribute, it’s not easy for a brand to say, in effect, “Theirs is stronger, but ours is better.” This ad does the trick by stating the case for moderation in such immoderate terms–complete with the slogan “Intense. Not Insane.” Plainly, there’s nothing namby-pamby about this product, even if it isn’t the most potent on the market.