Forced

Trust me when I say, 9 out of 10 times I get forced into a corner. And subtle changes make so much difference. It's refreshing to see creative where people don't get bogged down in showing something to make a statement. Think Volkswagen and their tried and tested "Small is Powerful" campaign that continues to win.

I love this work from Publicis Conseil (Paris, France) for alternative surf wear label Soöruz, which bucks the trend in the fashion (and many other) industries that brands support their products by always showing them in action. Showing the team riders living and breathing the tag line ‘No Guts No Glory’ presents a much more powerful personality for the brand than a look book-style-print-ad could.

It's not a new technique but God, life would be a Godsend if others followed a similar train of thought...

Advertising Agency: Publicis Conseil, Paris, France
Art Director: Charles Guillemant, Faustin Claverie, Thomas Chatenay
Créative Director: Frédéric Royer
Photographer: Felix Lharer
Retoucher: Adrien Bénard