This is a campaign for Grazia, the fashion magazine. At first sight, you may leave this as ambiguous and meaningless. But a second or third look may help to bring the inherent idea to your mind, and it will be interesting.
‘Remember, Women notice the details first’-the campaign says. In each ads, a womanâs vision is portrayed. The ads show how a woman watches a man. She notices the bag and the socks. These are portrayed big in the ads, to indicate the habitual vision of women.
So, the campaign says that fashion is in the little things. That is the idea. Your bag or socks show how fashionable you are. But the ads are like riddles, because it takes a bit time to understand the concept. The viewer need a bit time to brood over it.
Advertising Agency: McCann Erickson, Milan, Italy
Creative Directors: Marco Cremona, Milka Pogliani
Art Director: Erik Loi
Copywriters: Chiara Castiglioni, Francesca Pagliarini
Photographer: Zona 13
Via: Ads of the world