The art of camouflage
These days, camouflage clothing is being worn as fashion attire. But when military equipment and clothing store Camo Joe wanted to create awareness for itself as the ultimate destination for authentic camouflage gear, Pump Brand Idea returned to the concept and nature of camouflage itself for a poster designed to create awareness for the niche store and to drive readers to the online store.
Created by Pump creative partner Andy Dippenaar and creative director Yvette de Jager, the tongue-in-cheek poster features a photo of a very dense forest with just the headline, "Spring Range 2006".
But no matter how hard you look, there are no models to be found and no clothing to be seen.
Explains Dippenaar, "It's a very simple concept - the better the camouflage clothing you're wearing, the less likely you're going to be seen. You know it's perfect camouflage when you're completely invisible!
"You can't get better camouflage than that, can you?" he concludes.
