Campaign Concept
Insight:
Foot cream packaging can often be embarrassing. The jarring imagery and copy on some of the best products can feel very exposing for their customers.
Idea:
Create a foot cream with discreet packaging. Advertise it as an intensive moisturizing product, removing the embarrassing tone that foot cream carries. The goal is to create memorable branding that shoppers will gravitate towards when searching for a foot cream in-store or online.
Long Copy Sample
"Small, soft, and orange, the wild Elephoot lives in plain sight: it’s no different than a phone or a set of keys. The Elephoot prefers arid environments due to its intense moisturizing capabilities, leaving any brittle areas healthy and hydrated. When owning one, there’s no need to sneak it around, as they are quiet and known for their expertise in blending into their environments. Whether you travel with one or prefer it as a house pet, the Elephoot is never the elephant in the room."
Campaign Concept
Insight:
Foot cream packaging can often be embarrassing. The jarring imagery and copy on some of the best products can feel very exposing for their customers.
Idea:
Create a foot cream with discreet packaging. Advertise it as an intensive moisturizing product, removing the embarrassing tone that foot cream carries. The goal is to create memorable branding that shoppers will gravitate towards when searching for a foot cream in-store or online.
click here for elevator pitch
Creation Guidelines
Avoid foot imagery & wording.
The product is focal but blended in with other day-to-day objects.
Each ad uses a 'ph' pun as a callback to Elephoot.
Posting Guidelines
Public posters should be displayed at eye level in urban environments with high foot traffic, such as streets, subways, construction barricades, alleyways, etc. The same advertisements can be used online. Avoid using large, high-impact ads like billboards to create a more intimate feeling for viewers.
Too Large.
Better.
Best.
Scrapped Long Copy Concept
These were some ideas for a bus stop ad or magazines, places where the mind is bored and prompted to observe surroundings. The long copy itself has a good tone, but would be better suited for a commercial/video.
Long Copy Sample
"Small, soft, and orange, the wild Elephoot lives in plain sight: it’s no different than a phone or a set of keys. The Elephoot prefers arid environments due to its intense moisturizing capabilities, leaving any brittle areas healthy and hydrated. When owning one, there’s no need to sneak it around, as they are quiet and known for their expertise in blending into their environments. Whether you travel with one or prefer it as a house pet, the Elephoot is never the elephant in the room."