This 'Mall of Sofia' Promotion is Hip and Square

By: Josh Triantafilou - Published: May 8, 2012 • References: & advertisingserved
It's pretty hard to ignore these 'Mall of Sophia' ads from IDEA. The Bulgarian design studio demonstrates how to capture the attention of the viewer without being too loud or gouache.

Take for instance the first print in the series. It features a young woman in a red dress set against a red background. Of course, pretty ladies in red dresses have been turning heads ever since the creation of red dresses, however this ad is different. The bottom of the dress resembles a cubist-rendered beehive and is much too large for the woman who wears it. The rest of the ads feature similar clothing in different colors and with varying degrees of prominence. The common thread is that it's hard to look away from -- a welcome quality in any advertisement. Stats for Cubist Couture Ads Trending: Older & Mild
Research: 5,223 clicks in 211 w
Interest: 2.9 minutes
Concept: Mall Of Sofia
Related: 48 examples / 37 photos
Segment: Neutral, 18-55+
Comparison Set: 18 similar articles, including: 49 eye-popping euro rscg ads, 78 controversial takes on body image, and 100 young and rubicam ads.