» Life campaign
The first in a series of lifestyle images for Life water and definitely my favourite. I’ll upload the rest of the campaign onto my blog when it is complete.
See the full original pic here on Flickr…
This entry was posted on Tuesday, June 17th, 2008 at 6:45 pm and is filed under Commissions and other work, Other subjects. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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June 17th, 2008 at 8:54 pm
Is this the time to point out that the “2″ in H2O should be subscript, not superscript? (That is, slightly below the baseline, not above it). The photography is great, the typography slightly less so.
June 17th, 2008 at 9:34 pm
I like it all, the pic, the ad, and of course, Miss Aniela.
It also makes a lot of sense to step down from the bike to drink water for a nice rest, catch a breath, see around, and continue to the mountain top.
It’s a water ad, and hence, a life ad as well.
Thank u.
June 18th, 2008 at 12:22 am
I’ve written quite a lot about it on flickr, but I think the advert looks very effective with the text and logos added (although I hate the font). Much better than I expected, to be honest.
It/You are truly the picture of health. Don’t ever die.
June 18th, 2008 at 3:40 pm
“Life Water is pure water in its purest form”. Is it quite pure then? Shoot the copywriter!
June 18th, 2008 at 8:33 pm
Like the photo, not so keen on the add (something not quite right about selling water)…also practicality - no backpack and no water carrier on the bike, where does the bottle go when you are riding over those there mountains??
June 20th, 2008 at 9:45 pm
Who cares? it’s an advert.
I’d like to know where there are mountains in Sussex…
as for the typo critique, i’ll pass it onto the graphic designer. Sometime.
Thanks @ Chandaxi and Arty
June 22nd, 2008 at 3:19 pm
Nice picture ! It has a sexual content (I think to your breasts) which is rather unusual for this kind of campaign.
June 24th, 2008 at 11:20 pm
This is just a comment to the previous comment….I found nothing sexual in nature at all about this photo.
So you have this cool looking girl drinking water…..Does she need to tape her breast down to not trigger a sexual content response………
June 25th, 2008 at 3:36 am
I am an Assoc Creative Director for a large ad agency in Toronto, Canada and I find this hard to believe is a real ad. The typography is horrible, there is no consistency with the brands website other than the advert’s copy is a direct pick-up from the front page of their url. The composition of the shot is great but the only thing in focus is the bicycle. The girl and the water bottle are soft. And there is punctuation missing in the form of a period at the end of the paragraph.
Am I missing something…is this supposed to be a real ad or is it a comp?
June 25th, 2008 at 4:10 am
One more thing..the logo on the bottle is not positioned right. If I were the client, that logo on the bottle would be straight to the camera no matter what. You would never see a coke or pepsi bottle turned partially away from the camera. Ever.
June 25th, 2008 at 10:00 am
The soft outline of two brassiered breasts from underneath a very modest everyday top? I agree with Terry.
To find something ’sexual’ in this pic (sexual is a strong word) would require a very Victorian attitude to the shapes of women’s bodies.
@ Randy
I appreciate the acerbic critique. Feedback is more important than I initially thought when I shared this image on here and on Flickr, and will be passed on.
June 25th, 2008 at 10:35 am
@Randy
This is part of a rebranding. The website will be changing shortly to reflect this.
Good point about the label position. That does raise an interesting issue - Do we want to be PERFECT? Although you assume we want to look exactly like Coke/Pepsi and everyone else. Our ethics are miles apart. We have NO desire to be anything like them. If a quirky label position (mistake) helps to differentiate us then great!
@All
Thank you all for the honest feedback.
We are a young, small company not a huge conglomerate after world domination, so go easy on us!
Of course we will make mistakes.
We are trying to make a dent in a global problem – The World Water Crisis.
To date we have built
3 wells in Uganda
11 wells and 18 water filters in Cambodia
With more projects to come!
June 25th, 2008 at 1:42 pm
I think the ad is great. It is common for graphics artist to not use a period at the end of this type of ad campaign. The font is perfect in my opinion. With its almost hand written look, It seems to match the feel and agenda of the company as a whole. It would be impossible to find a photographer who could have done this better. I like the fact that the label is not perfectly facing me. That way it does not look so staged. Congratulations to Aniela and Life Water for this very nice advertisement.
June 25th, 2008 at 6:30 pm
@Matt
I wasn’t saying you should look like Coke or Pepsi. I was merely pointing out what a powerful brand like Coke or Pepsi would do. Their logo is very important to them. In fact, the Coke logo is one of, if not the most recognizable logo in the world. Not sure if you are the client or the designer, but if you are not the client, then I hope they are ok with that bottle facing the direction it does.
@Terry
Yes you are correct. It is common for designers to leave out punctuation in a headline but not in body copy. And if the punctuation is left out at the end of a sentence, then there shouldn’t be any other punctuation in the line. In the advert, there is a period and a comma in the middle of the copy but nothing at the end. Therefor, it must have been an oversight.
@ Miss Aniela
I am very passionate about advertising and my comments were not meant to offend or upset (I don’t think I did that but wanted to be clear). I just wanted to know if it was a finished advert or a comp/layout in the hopes that you might have time to fix (if you wanted to). Your photography is great…keep it up.
June 25th, 2008 at 7:25 pm
@ Randy
You are very correct about the punctuation. After looking at it again, I completely agree with you…..
July 22nd, 2008 at 3:10 am
From a grammatical point of view, the entire paragraph is a disaster. The very first word of the second sentence should be capitalized (It not it). That entire line is a run on sentence and would be served well by a period after “lifestyle” or even a semi colon. The second line - “Life water is pure water in its purest form” is redundancy if I ever saw it! As well, the part where it says “untouched by man bottled from beneath or certified organic land”, there is something wrong with this portion. I can’t quite place my finger on it but it doesn’t read fluidly. At the very least, a comma is required; at most a complete re-write wouldn’t be a bad idea. And yes, there needs to be a period at the end of the paragraph, after “land”.
July 22nd, 2008 at 3:11 am
miss a:
I do like the photo. Your patchwork of all the different images is incredible!
July 22nd, 2008 at 11:52 am
Hi @ J Vo
Thanks for the feedback.
Earlier I passed some feedback from the blog comments onto Life, and was told that the director intended everything the way it was, including the repetition of ‘pure’.
But thanks everyone for the observations. In my opinion this blog is as good as a spellchecker or even a physical focus group, or even better, for its ease & inexpense!
August 22nd, 2008 at 5:48 pm
although i love the picture………but font is ruining it
still a nice capture…….and i appreciate the way you have edited it..i can’t believe it is made of two pictures
good job done