Mukhi Sisters outshine all Jewelry campaigns!
By Admin I : Simply because the yearly Valentine season with its overwhelming cheesiness is taking a big part of the advertising cake (that is mostly rotten), covering Valentine campaigns becomes a must in a season where most advertisers are jewelry brands; From local to international, our roads are filled with bling-bling billboards and overdone jewelry concepts that can take a brand to a tacky position, despite its tackier jewelry design approach (blue lips, orgasming models and lions jumping from here and there are all we can remember!!)
One very interesting campaign was launched earlier last week by Republique Beirut, an agency proving day by day that there still is room for creative approaches to take place and communicate with a well rounded target audience without underestimating its mental abilities.
The “Mukhi Sisters” campaign is a multi visual approach solidly based on copywriting with a decent presence of the product without distracting the viewer from decoding the information and getting the point behind the copy. Copywriters smartly used famous sentences from songs that somehow relate to women jewelry affection.
Because nobody ever said : Chocolate are for forever / Greeting cards are a girl’s best friend / If you like it then you should’ve put a rose on it; Mukhi Sisters bluntly ask you to buy their beautifully designed jewelry and dump all other sorts of Valentine cliches.
What can we say, great art direction and a super romantic purple gradient (it is officially the first time i like gradients) and a well studied type choice..
Feeling the love in the air, at least my love to good advertising!