keeping it reel

music + movies + fashion

Fashion for the socially conscious

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Magazine Marie Claire‘s ad campaign hits the spot — check it out.

“Style and substance” is the message here. It’s a jungle out there in the world of women’s magazine publishing and MC‘ stakes its niche in matching content on the latest in women’s fashion/beauty with journalistic pieces on current social issues.

And the ad hits the spot, conveying this message in a very simple, clever way. It also engages audiences because you’re trying to work out what the label is.

The campaign comes from The Campaign Palace, a Sydney/Melbourne agency. The ad really caught my attention as I was walking home along Sydney’s Oxford St — what I initially took as a huge billboard for Vivienne Westwood turned out being something a little different.

Some of the posters include:

Working for an environmental NGO, I know how social issues compete with all sorts of other things to get popular attention. Lifestyle is a very strong competitor. This ad really marries the two together — the social issue rides on the back of a lifestyle product.

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Written by Darren Smith

5 October 2008 at 5:26 pm

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