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‘If you don’t like dark roast, this isn’t the coffee for you’: How exclusionary ads can win over the right customers
Jaclyn L. Tanenbaum and Karen Anne Wallach
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At Pace Design + Advertising develops tactical outdoor for Lux
In December 2008, At Pace Design + Advertising was tasked by Unilever to design and implement various tactical outdoor executions for the new Lux campaign. (This marked the rebirth of the beauty soap, which now promises to deliver deliciously soft smooth skin.) The final concept appeared on several mega-billboards, including the M1 site in Johannesburg.
