There was no holding back when ACON asked us to evolve their ‘Culture of Care’ campaign. With an obvious twist on the word ‘foreplay’, the headline ‘Beforeplay’ captures the notion that communication should play an integral part in any sexual relationship. We art-directed a nude photo shoot with a renowned Australian photographer and developed a bold graphic language with exclamation marks and single quote marks. The placement of these marks on t-shirts creates an added level of innuendo. The campaign launched to coincide with the Mardi Gras and rolled out across posters, press ads and banner ads. With publicity partners PLAY we developed T-shirts, a fortune teller and other collateral items.
Simon Food Favourites
Thursday 4 Mar 2010 11:12 pm
saw the posters at Fair Day. very eye-catching photography