[MDA2012]

2012 Melbourne Design Awards

Secrets Magazine Advertising [DRAFT]

Project Overview

This magazine brand campaign for Secrets Shhh was developed to re-position the brand in consumers' minds and achieve cut through in a category typified by glamorous models.

Elegant, beautiful and feminine, flowers reflect the character of Secrets jewellery and make an emotional connection with our target audience.

Our advertising created a unique and ownable look for Secrets that is stunning in its simplicity.

Project Commissioner

Secrets Shhh

Project Creator

Davidson Branding

Team

Alan Morrison, Design Director
Matt Turner, Business Unit Director
Louis Petruccelli, Photographer
Alan Morrison, Copy writer

Project Brief

We were asked to develop an advertising campaign that re-positioned the Secrets brand in consumers minds and achieve cut through in print advertising.

Project Need

This magazine brand campaign for Secrets Shhh was developed to re-position the brand in consumers minds and achieve cut through in a category typified by glamorous models.

Design Challenge

Secrets simulant diamonds were seen as a barrier to purchase by some women. They didn’t want to have to explain to others that the diamonds weren’t real. The sense of quality and the headline ‘Sometimes, wanting something beautiful doesn’t need to be justified or explained, how it makes you feel is reason enough’ helped to overcome this problem.

Sustainability

Davidson have a commitment to recycling and endeavour to work with clients and suppliers who have similar awareness of their social responsibility within the workplace.




This award recognises visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to clarity of communication and the matching of information style to audience.
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