Ponds Outdoor Guerrilla

Keeping with the desirability of fair skin in China, Ponds recently ran this guerrilla outdoor campaign touting the UV skin protection benefits of their moisturizing lotion.

Personally, I think the execution is simple and straightforward. The ad features an overhang which shades the Chinese model pictured from the sunlight as she stares up at it, smiling. The outward-facing side of the overhang then displays the product, brand name, and slogan--"white beauty with uv protection." The overall image created by this ad is effective because of the cultural considerations taken into account. For example, it is common to see Chinese women carrying around parasols or umbrellas to shield themselves from the sun. Thus, the shielding of the sun for the model in the photo is a visual metaphor that is easy for the Chinese culture to grasp.

If your brand relates to the sun or UV protection, perhaps promotional umbrellas or promotional sunscreen are a creative and fun way to draw attention to your brand. Relevant visual connections like these are essential in establishing consistency for the brand in the consumer's mind, so be sure to capitalize on them!

Via: DirectDaily.