Beefing up Pinocchio for Mr Min*
Euro RSCG South Africa has turned the fictional wooden puppet who dreamt of becoming a real boy into a fashion model, for a creative campaign launching a new range of fragrances for Mr Min Furniture Polish. The campaign takes inspiration from cologne advertising. Mr Min Natural Essences is positioned as “the new fragrance for wood”, in a line reminiscent of a fragrance ad. In addition to the print ad, Euro RSCG also created an in-store display that brought the fragrance counter to shoppers. It designed a wooden ‘perfume stand’ displaying the four variants of Mr Min Natural Essences, complete with wooden test strips.
Creative director: James Daniels
Art director: Laura May Vale
Copywriter: Justin Wanliss
* It’s so romantic