It is pretty difficult to discover the real implications of this Discovery channel campaign. The campaign features men, with a provocative tagline- For menâs eyes only.
This print campaign for the Discovery Networks Benelux channel, developed by Amsterdamâs Dawn, stares us at with a bit of stupid expression, and most probably it may baffle us.
The core concept of the campaign, even in an indirect way, banks on the age-old concept that softness or lack of courage is often associated with womanliness. However, this subtle campaign, forces us to pause for a while and think.
There is something special in the eyes of those men featured in these ads, and they reveal the soft side of a human being. A man too has his soft side, and what the tagline implies is that Discovery channel is for the bold persons, whether they are woman are men.
CREDITS
Advertising Agency: Dawn Amsterdam, The Netherlands
Creative Directors: David Snellenberg, Pepijn Rooijens
Art Director: Giuseppe du Crocq
Copywriter: Donald Nolet
Photographer: Maarten de Groot
Other additional credits: Lenn Photography Agency
