Here’s an interesting execturion of some vertical thinking by BBDO Korea for Amore Laneige Water Manager Emulsion. Apparently one of the benefits of this product is a drippy face. Although the billboard has been awarded gold in the 2003 Times Asian Pacific, I don’t think it’s that clear in its communication. Sure, a concentrated supply of moisture that helps hydrate and moisturize dry skin is effective and for many women a grateful invention. But one way or the other this billboard isn’t saying what it needs to say. The way I understand it, the ceiling billboard is drooling in the bucket. It would have made a lot more sense if there was a reservoir of some sort attached to the ceiling that dripped onto the face. If the billboard then would have been on the floor with a slight inclination from the side to a sort of well in the middle, I would have been a lot clearer. I don’t know. It’s an original execution and never seen before, I agree. But still…
