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Looking to capture the unpredictable nature of Morgan Imports’ merchandise, a new print campaign from West & Vaughan uses mystery and humor in a strategy that conjures up Pandora’s box.
Product at the Durham, N.C., store is displayed in crates, as if fresh off the docks. The four sepia-toned print ads’ sealed boxes, stamped with messages about their contents, are intended to convey the idea that what’s inside could be just about anything–and so could the store’s stock.
“Vietnamese Planters,” reads one.
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