Exotica Online Delivery and the coma goes on!
By Admin G: If it were an ad by ‘Zein Al Atat’ I would really have understood (I’m sure you know the guy jumping on a horse to get you herbs from the highest mountains, yes it’s him)… but Exotica?! Really? It’s not like the recent Exotica campaigns have been much better, but still we were hoping to see this brand’s clinical death ending!
Shall I be more explicit?
The idea as a whole is interesting, talking about the visual merge between digital and realistic; we’re all facing the invasion of emoticons in all our conversations and it would eventually make an impact if used by online delivery for flowers but the implementation looks drafty and amateurish (8 bits graphics are becoming a visual cliche, going back to the 90s is cool, but easy on it Atari fans), especially the use of type that came inconvenient for an outdoor, which can be easily missed, having a thin type applied on an extended line.
The main flaw of this campaign is the copywriting: the line is super weak, too literal even if it’s not too direct; it’s almost like vomiting a line and praying for people not to ‘blah’ it.
Well, my real point is: after all the great work that has been done in the past, the public wouldn’t just accept less.. This account is so reaching a dead end.