This print ad campaign by Brazil's Aparecida Jewelery is an intriguing and contradictory ad with a dual message of female empowerment and a self-esteem that can only be derived with designer jewelery. The first 2 print ads titled 'Few Grams' and 'High Heels' are polar opposites from the later titles 'On Their Knees' and 'Small Box'. Intentional or not, the advertisement's copywrite does create a pragmatic dialogue that we all face in our increasingly material world.
Credits:
Advertising Agency: Solution Comunicação, Belo Horizonte/MG, Brazil
Creative Directors: Bruno Ramos, Patrícia Reis
Art Director: Bruno Ramos
Copywriter: Igor Oliveira