“I should be so lucky. Lucky, lucky, lucky”. Kylie Minogue sang of her desire in the 80′s when looking for love and somebody somewhere at Fire Multicom (ad agency) must be doing breast strokes in a pool full of chlorinated luck. With rabbits foot water-wings.
I’d almost be apologetic selling this pitch to the Barth hierarchy and even more red-faced when they gave me the green light for the projected campaign.
In advertising it is sometimes the failure on the part of the consumer to identify the difference between a simple idea and a lazy idea. As for this series of charmed images… well it seems apt that we borrow the principal theme and let fate decide on the toss of a shiney coin. Simplistic or lethargic? Afterall, I may not be so fortunate to wear the moniker of a ‘Lucky Girl’ but I would still like to know what part fate has to play in terms of what this confused boy may conclude.
To be honest, there is no need for the flip of a dollar coin. It is indicative that the client brief was to make the consumer feel somewhat elevated in their purchase of any Barth product. What better way to visualise someone’s good fortune than to associate it with traditional symbols of luck. (The large brown hand for that matter is actually a Brazilian Figa: a clenched-fist good luck charm)
But that for me is where it appears to be born of lethargic origins. From the outset we can categorize this as a simple 1 + 1 formula. Take product in question & insert appropriate descriptive. If this was a campaign of misfortune then we would fully expect to see the model clambering over a skull and cross bones, to be guilty of smashing a mirror with the heel of her shoe or perhaps even an image of someone stepping over 13 gravestones (but don’t her shoes just look divine?!)
They say we make our own luck in life.
If you can’t find the time yourself then just give someone a call at Fire Multicom and they’ll come rushing around with a box full of it.
Advertising Agency: Fire Multicom, São Leopoldo, Brazil
Creative Director / Copywriter: Fernando Rosa
Art Director: Pedro Balsemão
Illustrator: Bandits Graphics
Photographer: Marcelo Nunes, Bandits