Exotica Collections, NO COMMENT.
By Admin I : Let me tell you, The minute I saw this campaign I decided not to review it for many different reasons, but then, and like every exotica ad, the visuals went virally, and Facebook timelines started witnessing an active debate between different points of view.
And I still don’t want to comment, avoiding being a hypocrite in a country where criticism is taken personally, where agencies don’t give a damn about receiving constructive feedback, and don’t even acknowledge doing a misstep. I won’t tone down to any agency, to any campaign, to any brand; therefore, I’m not commenting.
Another approach took place this time. We emailed 5 advertising/design experts and amateurs, and we will just feature their feedbacks in this post, trying to provide you with insights.
Guest J : I liked the outdoors visual although it lacks a concept. The one with a portrait format looks too photoshoped; her eyes are fluorescent green and her hair “Haifa black”, it makes her quite vulgar. In general the campaign lacks a concept, but the outdoors are convenient being a breath of fresh air in the visual clutter than surrounds billboards on our highways.
Guest R : The campaign is simple and young but slightly boring.
Guest Z : I don’t really grasp the concept of mixing couture and plants. The campaign seems like a rushed stock photo collage with hardly any clear direction; something I would have been asked to do in a Photoshop course back in school. (@zoozel on twitter)
Guest M : The campaign lacks a second degree layer, “what you see is what you get” and the fashion/flower analogy has been used before by Exotica in last year’s weddings campaign (wedding couture). The visual is poorly processed and using a female body looks tacky in one of the visuals. hinting a silhouette with the use of a plant could’ve been much more interesting.
Guest T : (talking about outdoors visual) It has nothing disturbing for the eye at least, nothing shocking but at the contrary it kind of hits the message directly and the plant actually looks like a dress and specifically a “couture” one which fits the theme of ‘Exotica collections’ .. I loved the outdoors visual!
In the end, and if you’ve been to an advertising/design jury before, you know the ultimate painful comment: NO COMMENT.