Amazing what lateral thinking can deliver. Here’s a campaign for Danone’s Bonafont from Brazil.
Agency: Y&R, Sao Paulo, Brazil. Via: Ads of the World
The human body is 70% water. This brand of water eliminates toxins and purifies water in your body. So you can be 70% pure. The trick is in getting the execution right. The simple yet striking visual device of the protagonist doing that little act of ‘impurity’ as it where, set in a different color makes the ads stand out. I like.