The Master Lock campaign urges people to "use a number you'll remember." The combination lock is so heavy duty that it will be very hard to access if a person happened to forget those important numbers. The ad campaign illustrates this suggestion through images of special moments, which range from a person's wedding date to another's birthday.
Conceived and executed by FoxP2, an ad agency based in Cape Town, South Africa, the Master Lock campaign is minimalist and clever. The images used for each print ad has been sectioned off to represent the four numbers required to open the combination lock. The Master Lock campaign was art directed by Michael Lees-Rolfe with creative direction by Justin Gomes and Andrew Whitehouse.