An advertising campaign for a new type of running shoe, one supposedly without any technology. Here, the people 'are' the advert, having being scrawled on from head to foot. While
Body Art has been around for countless years, and while we've all seen this sort of thing many times before, it doesn't come across as a marketing gimmick in the slightest. On the contrary - the visual style of art used in the advert, the interactivity and feel of the website and the concept behind the advertising gel together perfectly and brings a coherent visual identity to the product.
The target audience is even reflected in, and can connect with, the models themselves. This brings us to the interactivity. Because of the way people will read, carefully placed interactive hotspots virtually guide the viewer from the very start and introduction to actually buying the finished model. Just like every other advert then? No. Because of how these hot spots are hidden, you almost feel like you arrived at the conclusions yourself, without aide of advertisement.
On a minor negative point, at some points the typography is unreadable, and clarity is everything in advertising. Plus, I feel some of the target audience wouldn't have the time or the inclination to search for the interactive hotspots. And too right, why should they. It's a shame, though, that once you get through to its
main website it just looks like another turnkey website.
Just me trying to flex my analysing muscles after a pretty long summer.
