[2014 부산국제광고제 출품작] 그래픽 아닙니다~ 직접 접었답니다! 인도 'Premier Tissues' 광고

  인도 'Premier Tissues'

프린트 광고는 모델이나 제품을 직접 촬영해 활용하거나 

일러스트, 포토샵, 3D 그래픽 등 프로그램을 이용해 정교한 작업을 진행하기도 하죠~

그렇다면 아래 광고는 그래픽? 직접 촬영?

그래픽 아닙니다~ 직접 접었답니다! 

인도의 'Premier Tissues'는 그래픽이 아닌 직접 사람이 티슈를 접어 여러 동물을 표현하고 이를 광고에 활용했답니다.

너무 잘 접어서 깜짝 놀랐네요^^

CAMEL

BEAR

CAT

Brand | Premier Tissues 

Agency | McCANN ERICKSON 

In India, people still prefer to use old rags or cloths to clean their kitchen spills. This is not only unsanitary but also unhygienic. The masses believe that cloth is far more absorbent than tissues, which is untrue. Premier Kitchen Tissues are a brand of high quality kitchen towels. They wanted to launch their new range of kitchen tissues, which were 40% more absorbent than any other tissue in the market.

To highlight the super absorbent benefit, we created a campaign that consisted of animal origami figures next to liquid spills in kitchens. The idea behind it being that Premier Kitchen Tissues clean up spills just like the animal would lick them clean.

The campaign was highly successful. Not only did we manage to help Premier Kitchen Tissues get noticed in a relatively dead market, we also managed to make kitchen tissues a household feature. Apart from that, sales saw a rise of 12%