"It's an exfoliating scrub targeted to young women 16-25. the campaign plays off the deadly sins, whose by-product (blood, chocolate stains, dirt) can always be exfoliated by the scrub. this campaign is planned to be complemented with a trivia website, where girls can be quizzed for the type of girl they are, and what kind of "girly sins" they have committed. the art direction is influenced by the works of artist Mark Ryden."
Art Director: Amr Assaid
Copywriter: Monica Corona
Instructor: Maria Rivera.
December 2006.
Tuesday, December 19, 2006
Critique please: Dirty Girl Sugar Scrub
Labels: student work
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10 comments:
Totally not getting it, totally not into it. But props to the artist you ripped off.
well, it makes sense when you read the tag "Exfoliate your sins". otherwise, it will only look like eye candy
Honestly, I didn't even see the tag until you said something about there even being a tag. I think they're very eye-catching, but I'm absolutely lost when it comes to the product. If I had just seen it in a magazine, I would have looked at the art and then flipped the page, not even bothering to try to figure out what it was. It is pretty, though.
Beautiful art direction. The tag makes sense of the campaign, but I think the message is lost in the situational executions.
Regarding Amr's reply, yes, I still don't get it, and I still don't like it EVEN THOUGH I READ THE TAGLINE the first time. You can't tell me it makes sense when to me it doesn't. Exfoliate your sins as it relates to getting out blood and chocolate is just impossible to make sense of.
First off, very nice style. I can see the influence, but personally I don't feel like they've "ripped off" Ryden's art.
That said, I'd have to agree with some of the other comments. I have trouble connecting these with the tagline. Especially the first one, which I find difficult to visually decifer in terms of the action.
It seems like these have taken the idea that Axe uses for their shower gels, "how dirty boys get clean", and illustrated similar stories toward women. I'm not sure I buy into it.
Dirty Girl has an immediate connotation when you read the brand name. I'd like to see something play off that in a territory that feels more unfamiliar. Maybe that means a more feminine twist on the Axe idea.
Or maybe that means a different direction entirely. Something more subtle. If dirty men are overt and frat-boyish, are dirty women cunning and sly? Do they do all the same things that dirty boys do, but do it smarter and not get caught? How does it become something that Axe isn't?
Just my 2 pennies worth.
7 deadly sins is overdone.
It is good to be inspired by other artist, but the problem that comes with that is it looks like something we've seen before. Yes, good art direction, but the idea falls flat. Make the idea out shine the work, not the other way around.
I'm really digging the art direction. And I even like the concept behind it. But my first thought is that I'd like to see the other side of this problem - ie. The sweet-looking girl soaking in the tub with the remnents of her sugar binge visible just outside the door. Or a completely innocent looking ingenue type showering, with things that hint at a bank robbery in the scene - black clothes, bag of money, etc. (These definitely aren't the greatest things you could come up with, just an example of what I'm talking about.) In other words, contrast the exfoliated girl by showing her "clean" but with some sort of evidence of her sin visible to hint at a story and create a little mystery. I'm just thinking it might be sexier than showing her in the act, and might be the kind of person girls would rather think of themselves as.
(I'm a girl too, and a copywriter, if that makes any difference.)
I like the art direction, but I had to read them a few times and read some comments before I realized this was a cleansing product, not something sweet to eat. So the AD may be sending me in the wrong direction. Either way, I didn't get the scenarios, and I certainly didn't get the 7 sins out of it. (And I'm in your target.) Sorry.
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