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Advertising Agency: Publicis, Montréal, Canada
Worldwide Creative Director: Erik Vervroegen
Creative Directors: Nicolas Massey, Carl Robichaud
Art Directors: Fabrice Bouty, Bastien Grisolet
Copywriter: Adrien Le Grand
Illustrator: Kazuki Takamatsu
Art Buyers: Jean-Luc Chirio, Olivia Caré
Account Manager: Yves Gougoux
Published: April 2013
Turns out something as simple as tweaking the color of a button changes user behavior or endears people to your product. Buffer’s Leo Widrich explains…
In a media marketplace where people are hit with brand messages from all conceivable directions and devices, advertisers, we are told, need to be bold to cut through. Consider also that we occupy a cultural era in which the WTF-threshold is sky high—the weird, the creepy, the alarming are commonplace (think Skittles’ groundbreaking, bizarre ads, but also think of the tone of our entertainment content).
It’s a Malibu Barbie world. Pointlessly gendered products are anything but rare. Pink razors, pink deodorant and pink tool kits abound. But even in the fuscia fantasyland of femininity cooked up by a notoriously male-dominated ad industry, some women-targeted products surpass credulity, diving headfirst into the surreal.