Faculty of Design

Advertising

Ariele Roh

Chapstick

ChapStick is intended to treat chapped lips and prevent them from occurring in the future. Some varieties of ChapStick provide more than just cosmetic benefits but also health benefits such as sun protection. ChapStick needs to inform consumers with severely chapped lips of a new line of ChapSticks that were chemically produced with healing ingredients. Saturated market with other competitors such as Burt's Bees or Blistex with the added obstacle that ChapStick is a brandnomer. The campaign must be striking to catch consumer's attention and to remember the brand for being able not only maintain healthy lips but repair severely chapped ones compared to other competitors. Set to be an Out of Home campaign during winter. Lips cracked at any moment, including the most inconvenient of times. By reading experiences of severely chapped lips, daily touch points of where crack lips would be awkward and exaggerated these moment using photoshop to shock and awe the public with cracked lips. The art direction of this campaign had to be brutal in both imagery to catch attention of consumers while also incorporate style to give more meaning to the otherwise gruesome imagery. Each design features the deepened blue of ChapStick colour scheme with a pink to add contrast. The brightness of these colours were important as they needed to stand o ut against a greyed out winter landscape. Because the imagery focused on the issue of the cracked lips, the copy of each of these pieces had to feature the healing aspect of ChapStick.

“It's really gross, sorry about that.”