HUSH/PLUSH/BLUSH LUSH ADVERTISING CAMPAIGN / Illustration
The project plays with the concept of dualities associated with thoughts and feelings of the consumer. By contrasting positive and negative polarities, the series suggests that the positive aspect of these dualisms can be achieved as a result of purchasing a LUSH product. The campaign thus reflects on the restorative nature of LUSH and provides the consumer with a motive to purchase their products.
The series contrasts ideas of busyness and calm (hush), dullness and luxury (plush), blandness and vibrant colour (blush), and thus suggests that the consumers’ yearnings for tranquillity, pampering and interest can be fulfilled by the effects of Lush’s natural products. These dualisms are portrayed using dynamic, visually exciting illustrations depicting flowing forms and which contrast against simplified monochromatic uncluttered spaces. The contrasting themes are further communicated through explanatory headlines and sub-headlines. This dualistic approach of juxtaposing doubleness is played upon through the use of rhyming within the headlines and the magazine body texts.
The abstract curvilinear styling of the illustrations and vibrant colour palettes convey Lush’s personality of playfulness, humorousness, creativity and fun with an informal tone of voice. The informal styles of rhyming reinforce these notions of humorousness. This lightheartedness also alludes to the idea that the informative headlines of "lush helps you hush", "lush makes you plush" and "lush makes you blush" are positioned as advice from a friend, an equal.
The organic, naturally flowing shapes seem uninhibited and allude to the free, unrestrained unpredictability of nature and can thus be seen as an embodiment of Lush’s naturalistic focus of using organic and natural products. This is reinforced by the falling illustrations of raw fruits and plants - natural ingredients used in the products. The dynamic, rhythmic flowing forms not only create a form of abstract visual music but also alludes to the liquid forms of Lush products - suggesting water and bubbles (on a conceptual level, freeness and adaptability).
The viewer should view the artworks and feel alleviated by the expressive designs as invitations into a world of self-indulgence, creativity and satisfaction. The viewer should acknowledge their desires for a tranquil relief from stress, luxurious pampering and excitement offered by LUSH products as communicated by the play on dualisms within the designs. The magazine's body text narrates a story of a scrambled woman stuck in the frantic cycle of her monotonous modern life, rushing from one job to the next - a woman one can easily relate to. The poem communicates that the women find liberation and relief once she makes time to enjoy LUSH products and is able to escape from her tiresome routine of rush and neglect. The series as a whole attempts to communicate this message - that you, too, can enjoy the hush, plush and blush that LUSH has to offer.
DELIVERABLE: ILLUSTRATIONS, BODY