Print Case Study

Axe Body Spray - Make Peace not war campaign 

the content of this piece has toy soldiers with toy barbies in a war zone all in love making peace and not fighting. the style is bright in colour and has a wide vibrant selections of colour in a large landscape with the conceptual elements of weapons and tools of war/death used for peace/love.

Also the choice of having toys as the models adds extra value to the innocence and play games feel.

we also have the product in the corner of the print with the campaign slogans.

The copy in the print is simple and effective to the audience being a famous product already as axe and only using four words to bring out their new campaign and copy is very effective for the matter by using the word peace as almost a replacement for the word love or even more because thats what their are trying to sell that they can get the girls with their product so having the angle of making peace (love) not war sets up a huge look of having lots war environments and instantly lets set up the opposite of these war situations of 'peace' happening so its very clever to have copy by the copy writer and easy to remember too.

The typography here is not too interesting within the print however has some interesting elements to talk about like how the axe logo and new product are in a smaller font above the slogan however still using the slick, cool, font axe is known for so its not missed.

The slogan however is larger and goes even slightly larger in the second line so it grasps your attention straight away in terms of the copy. also the slogan is in a war/military style looking harsh and blocky to get in your face, so straight from that it means the logo and product copy doesn't need to be big because the attention of the slogan slowly drifts too the logo above it and carefully placed above because usaully titles and headings are above writing for the biggest information giver.

however in a opposite style the slogan is bigger and logo above smaller the audience will look at all of the information rather then just see the big title and not bother with the slogan/ rest of the the copy.

the key art here is toys being used to show love with the soldiers whom are choosing to "make peace, not war", with this art style it gives the message to the audience that they could easily create a fantasy world like this within their own reality and "make peace".
also the graphics within the key art are very low if dont count the toys themselves, however there is a piece of graphic used of there being a set of helicopters information of a heart to be one of the biggest message of psychical examples of destructive weaponry being used as a symbol of love in liture form.