Graphite: Iconic Warning Symbols

From Down Under comes a rather bizarre new way to look down under your arm if you're a Gen Z boy. Worthy of its own videogame is a print and outdoor campaign, which also features redesigned packaging, for a line of body sprays and deodorants called G

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From Down Under comes a rather bizarre new way to look down under your arm if you're a Gen Z boy. Worthy of its own videogame is a print and outdoor campaign, which also features redesigned packaging, for a line of body sprays and deodorants called Graphite, from personal care marketer PZ Cussons. It targets males 14-25 and it's "edgy, sharp and bold," according to the agency, which is almost an understatement. But we have to wonder: how come there are no chicks in it? "The idea of using females in ads is already owned by market leader Lynx, so we didn't want to go down that path," explains AD Therese Laurin. "We liked the idea of a guy being so confident that he just doesn't even care if the chicks like him or not." So that's what happens when you're this adorable, huh? At any rate, the campaign grew out of a packaging redesign competitive pitch, which DDB won with what it calls "iconic warning symbols." The brand was in fact in danger of being scrapped, but PZ Cussons was so thrilled with the new packaging concept, according to the agency, they decided to relaunch big time. The basic idea, explains CD Michael Faudet, is "living without limits. The teenage target audience is confident, free of angst, into extreme sports and music, and above all they want to stake their claim in the world. The Graphite essence icons speak directly to this target. These kids are smart and savvy, and they're hip to anything commercial. We've redesigned the packages in a tough, honest way and we've created the ads to look like their lives — gritty, edgy, streetwise and attractive to girls." Welcome to HazMat Chic.
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About

Credits
Date
May 27, 2005
Client:
Graphite
Executive Creative Director:
Michael Faudet
Creative Director:
Christy Peacock
Copywriter:
Jim McKeown
Art Director:
Therese Laurin
Art Director:
Tobias Ottenfelt
Photography:
Andrew Vukosav
Retoucher:
Matt Davis
Package Designer:
Linda Fahrlin
Agency:
DDB Melbourne
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