At first, the Curaprox campaign may appear to revolve around abstract imagery. Once the viewer's gaze travels to the bottom of the poster and finds the toothbrush being promoted, a connection between the yellow circles and the bristles of the brush will be made. The tag line, which reads, "5460 Filaments for a Perfect Smile," helps to clarify the design as well. Made up of countless smiling emoticons, the Curaprox campaign cutely illustrates the benefits of this toothbrush.
Conceived and executed by Imelda Ogilvy, an ad agency based in Ljubljana, Slovenia, the Curaprox campaign was art directed by Branislav Milošević and creative directed by Jure Požun. Simple and slightly abstract, the Curaprox campaign will grab people attention immediately. Especially since they each use vibrant colors that complement the yellow smiling faces perfectly.
What's Driving This Trend
- Emoticon Marketing
- The use of emoticons in marketing campaigns as a way to grab people's attention and create memorable brand associations.
- Functional Design
- Designing products with a focus on functionality and using creative visuals to showcase their benefits.
- Cutevertising
- The use of cute and playful imagery in advertising to create a positive emotional connection with consumers.
Who This Affects Most
- Oral Care
- The oral care industry can utilize emoticons and playful designs to promote the functionality of their products and differentiate themselves from competitors.
- Consumer Goods
- Consumer goods industries can explore using functional design and cute advertising campaigns to visually communicate their product benefits to consumers.
- Marketing and Advertising
- Marketing and advertising agencies can incorporate expressive symbols like emoticons into their campaigns to produce more engaging and memorable branding experiences for their clients.
