UNCOMMON SENSE

The Republik’s poster campaign for Uniquities questions an often unacknowledged truth: “Since when did glamour obey logic?”

Never, according to work from the Chapel Hill, N.C., shop for its crosstown client, a fashion boutique catering to “very slinky women aged 18 to 30.”

The effort, by agency partner and creative director Robert Shaw West, consists of three 11 x 17-inch posters that pair vaguely poetic headlines with artistic imagery. Neither has anything to do with the store’s inventoryof BCBG, Diesel or Versace clothing.

In one piece, the phrase “Noise and bleed like a double-flip twist” floats against a photograph of barbed wire and a blue sky. Appearing at the bottom is a product shot and more copy so small passersby must get up close and personal to read it.

The “Noise” poster, for example, is selling a pair of jeans. The campaign’s tagline, “Nothing makes sense,” is coupled with “Buy something faded.”

Placement is limited to “unexpected” sites around public parks, college campuses and women’s rest roomsin bars.