V.T.C. Enterprise Co. had rolled out this award winning print advertisement campaign to promote its product Mul-T-lock. The campaign focuses on the security it provides to homes through its strong locking system. The advertisements are showing front doors of different houses using this product and their doors are resembling the outer walls of the houses in order to depict how strong security cover it gives to its consumers. The advertisements are trying to establish that using this product means that entrance of a house will be as strong as walls. Interestingly, the door in the advertisement could be identified with the handle of the lock, otherwise it seems that the entrance is a part of the wall.
The advertisements are showcasing a perfect example of exaggeration of the basic idea. The presentation of the campaign is quite compelling and amusing. The visual sense of the campaign is so strong that use of a copy was not even considered. Besides, the art direction has apparently helped producing a visually vocal campaign. The product benefit has been clearly conveyed with an appropriate exaggeration.
The campaign was also held winner for Bronze in press section at Cannes Lions 2007. The campaign was created by Lowe, Bangkok, Thailand.
Via Twenty Four
