Created to launch the then "My Sweet Vanity" this campaign focused on the initial product ranges of makeup, lashes and contact lenses in terms of how they could allow the female audience to place naughty or nice and still look good.
Campaign: Sugar & Spice
Medium A5 Print
Target: 16-25yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting, photography & art direction
Executions: 2
The initial display of the brand's newfound duality, these print ads take two straightforward but distinctly approaches to the same scene. Included with these ads will be a recipe for the cupcake plus a list of a few fun ways for the girl to play it up sweet or spicy in front of her partner using the cupcake or SV style.
Medium A5 Print
Target: 16-25yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting, photography & art direction
Executions: 2
The initial display of the brand's newfound duality, these print ads take two straightforward but distinctly approaches to the same scene. Included with these ads will be a recipe for the cupcake plus a list of a few fun ways for the girl to play it up sweet or spicy in front of her partner using the cupcake or SV style.
Campaign: Sugar & Spice
Medium A6 Advant Card
Target: 16-25yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting & art direction
Executions: 1
Available in cupcake parlours and boutique cafes within distance of major fashion areas, these cards acted as a random challenge and riddle for our target. These cards would lure them (via the Facebook & Tumblr icons) to search for SV and discover what the wicked treat was.
Medium A6 Advant Card
Target: 16-25yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting & art direction
Executions: 1
Available in cupcake parlours and boutique cafes within distance of major fashion areas, these cards acted as a random challenge and riddle for our target. These cards would lure them (via the Facebook & Tumblr icons) to search for SV and discover what the wicked treat was.
Campaign: Sugar & Spice
Medium: Adshel
Target: 16-25yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting & art direction
Executions: 2
Taglines - "Pure Sugar" & "Real Spice"
Sourced on a medium urban campaign via Adhsel these executions would catch our audience going to and from work, or while shuttling from one fashion hot spot to another. This was just another way we could kick start curiosity. The ambiguity makes them wonder and the style cuts through and connects with who they are.
Medium: Adshel
Target: 16-25yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting & art direction
Executions: 2
Taglines - "Pure Sugar" & "Real Spice"
Sourced on a medium urban campaign via Adhsel these executions would catch our audience going to and from work, or while shuttling from one fashion hot spot to another. This was just another way we could kick start curiosity. The ambiguity makes them wonder and the style cuts through and connects with who they are.
Campaign: Sugar & Spice
Medium: Eyecorp Eyelite
Target: 16-25yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting & art direction
Executions: 2
Taglines - "Pure Sugar" & "Real Spice"
Our ambient not only acts as markers for our final execution but also captures the attention of our fashionistas while they are out on the town and on the hunt for a style fix.
Medium: Eyecorp Eyelite
Target: 16-25yo fashion conscious, well funded females seeking an honest stylistic difference
Roles: Copywriting & art direction
Executions: 2
Taglines - "Pure Sugar" & "Real Spice"
Our ambient not only acts as markers for our final execution but also captures the attention of our fashionistas while they are out on the town and on the hunt for a style fix.
FINAL ACTIVATION
Working in with the ideas put forward with the print ads and in conjunction with our ambient (Eyecorp eyelite), a branded stunt has been devised. Spicy angels and sugar devils shall lead hapless males around our ambient locations; the angels giving out our second execution and our devils giving away the third. All the while our submissive males shall begrudingly give dark chocolate and strwaberry cupcakes to any girl who approaches them. This allows our target to interact with the brand while they themselves are already at play (shopping) and also allows them to take home representations of the brand that relate to them (variants of #2 & #3).
Working in with the ideas put forward with the print ads and in conjunction with our ambient (Eyecorp eyelite), a branded stunt has been devised. Spicy angels and sugar devils shall lead hapless males around our ambient locations; the angels giving out our second execution and our devils giving away the third. All the while our submissive males shall begrudingly give dark chocolate and strwaberry cupcakes to any girl who approaches them. This allows our target to interact with the brand while they themselves are already at play (shopping) and also allows them to take home representations of the brand that relate to them (variants of #2 & #3).
