The Olive Theory.

adteachings:

Here’s something from 2008. I had seen the dog/bread execution, but not the rest of this excellent campaign, so perhaps it will be new for you guys, as well.

The idea that “You eat what you touch” is perfect for an antibacterial soap. In addition, the Photoshop work is fantastic and completely justified by the concept. My only quibble is with the fish/milk execution, which really does feel like the odd man out. I can easily imagine how pet hair and germs will get into foods that I touch (like bread and muffins), but since one doesn’t touch milk, I don’t feel so convinced by the proposition that fish will contaminate baby formula. Since it’s the fourth execution in the campaign, and since campaigns typically have just three executions for awards show purposes, I’m guessing the fish concept was ordered up by the client to address a strategy of speaking to new parents.

Anyway. It’s a great campaign, and these are all high-res, so enjoy. Full credits below.

Advertising Agency: Lowe, Jakarta, Indonesia
Executive Creative Director: Din Sumedi
Creative Director: Firman Halim
Art Director: Andruya Andrus
Copywriter: Anton Jaya
Photographer: Jeremy Wong, Nemesis Pictures
Retoucher: Evan, Magic Cube
Published: August 2008