At the Art Direction's course at IED Milan, 2nd year, the professor gave us an interesting brief for which we had to make a campaign for the -20% off price promotion of Voltaren Emulgel. We had to be creative, and send an immediate and understandable message.
BRAINSTORMING / I searched out all the adjectives and their synonyms that could be related to the product. I found a lot of words (more than what I imagined, in fact) and then I started thinking of which was the best one to base my campaign on. I was looking for a "simple&easy" word for a "simple&easy" headline that can fit my advertising style: I am known as the "minimalist" of the classroom!
THE WORD / And the winner is... FLEXIBLE! It sounds immediate, and a lot of things could be described with this word... a spring, a straw, a rubber band... even a human!
THE IDEA: here it is, my single and double paged idea... I hope you like it!