Clear, bold and relevant

Young Solution cuts through clutter with a fresh new campaign.
Young Solution, a cutting-edge and somewhat off-the-wall brand aimed specifically at the youth market, has become synonymous for 'bucking the trends." Recently joining forces with Volcano Advertising to rejuvenate their Young Solution skincare brand, aimed at the youth market, meant developing a campaign that would cut through the clutter.

"Communicating with the youth market is not an easy task, with brands doing more to be relevant and seen as cool and inspiring. Young Solution got down to business and focused on the lifestyle element, something that every consumer young or old can relate to," commented Paul Jackson - Volcano Advertising MD.

Every element of Volcano's artfully crafted TVC was carefully chosen from the treatment, which was gritty and stark, to the location at the trendy Arts on Main in Jo'burg CBD. The agency's decision to shoot in black and white provided a timeless global feel mirroring Young Solution's 'secret ingredient' - charcoal. Coupled by Star Productions' experience and enthusiasm, achieved the objectives set out by Young Solution for Volcano to create and produce a vibrant, high impact TVC with which the youth market would immediately appreciate and identity.

"We identified one clear message that would speak directly to this indie generation - confidence," commented Volcano Creative Director, Francois Boshoff. "Some things never change and we honed in on this essential aspect - the clear skin confidence provided by a trusted brand, something this now generation can rely on."

Underpinned by a beautifully produced TV Commercial, the campaign lived on through all key touch points including radio, point-of-sale and print. Conceptualised by Volcano, the campaign has longevity and broad appeal depicting the day-in-the-life of a dynamic young girl.

To view the TVC visit http://tiny.cc/nqj43
To view the making of visit http://tiny.cc/yih8i

About Volcano Advertising:
Volcano Advertising is SA's leading independent through-the-line communications agency, Ad-Review Outstanding Performer of 2011, Agency of the Year Finalist and rated in the Top 5 Ad Agencies amongst 176 researched by Objectivity. Volcano represents some of the country's most prestigious blue chip accounts including Sony, P&G, Mutual & Federal, Altech Autopage Cellular, Akzo Nobel/Dulux, Bid-or-Buy, Garmin Southern Africa to name a few.

The agency is currently rated 4th by Financial Mail's Ad-Focus. It is a BEE Level 3 company and winner of multiple creative awards including Gold and Silver Loeries and Cannes Finalists.

Volcano is a member of the leading international Independent Network (in') of Advertising Agencies, which operates in 96 countries worldwide. Volcano has been appointed in' Lead Agency for Africa.
Contact Volcano on 011 706 3060 for more information.


24 Feb 2012 13:22

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