Isca: Love Your Taps

Cape Town agency FoxP2 has built nothing less than shrines to the water taps of South African company Isca, seen in print ads and POS posters. "Isca is being positioned as a tap so upmarket and desirable, you'll not only actually feel something

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Cape Town agency FoxP2 has built nothing less than shrines to the water taps of South African company Isca, seen in print ads and POS posters. "Isca is being positioned as a tap so upmarket and desirable, you'll not only actually feel something for it, you'll feel the need to build a shrine to it," say CDs Noel Cottrell, Justin Gomes and Andrew Whitehouse. "The ads feature minimal retouching; the shrines were built from scratch over a few months, designed to be as authentic as possible, which required a support structure behind the sculptures to support the weight of their multiple layers. The plates, knives, bottles and all the rest are real and were painstakingly glued together into their complex shapes. Even the water in the bath is real." However, "only one side of each shrine was built, then mirrored in Photoshop," they note, which lends the shrines "the desired symmetrical effect. The only further Photoshopping involved adding a little 'ambience.' " Ambience was added to the entire brand, in fact; the agency overhauled Isca's corporate identity all the way to redesigning the invoice books, say the creatives. See the PDF for some samples of the new look, as well as the new and old logos.
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About

Credits
Date
Nov 03, 2006
Creative Director:
Noel Cottrell
Creative Director:
Andrew Whitehouse
Creative Director:
Justin Gomes
Copywriter:
Justin Gomes
Art Director:
Andrew Whitehouse
Photographer:
Clive Stewart
Stylist:
Rotem Shachar
Client:
Isca
Agency:
FoxP2
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