The Konad Cosmetics Flobu Waterproof advertisements are sadly great.
The advertisements are simplicity at its best. By focusing on the words, the creative team managed to deliver the unique selling point of the mascara. The copywriter relied on using emotion-filled statements, such as "He's married," "I'm pregnant" and "We broke up." These sentences are usually followed by tears. The typography is then streaked, as if water was spilt on top of drying ink, creating a mascara run. The art direction works cohesively with the copy and perfectly delivers Konad Cosmetics' message about their Flobu waterproof mascaras.
The Konad Cosmetics advertisements were done by Grey Argentina. The creative directors were Daniel Fierro and Gonzalo Ricca. Copy was done by Hernan Kritzer and Rodrigo Greco. Art direction by Lisandro Cardozo and Tomas Duhalde.
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