Turns out—according to the client, who is a cosmeto-dermatologist—that
skins know geography. A tropical skin will resists whatever treatment it gets
if it comes from categories meant for skins from other climatic and biomatic
regions of the Earth. That is what skincare products from Ristra are all about.
The company positions itself as “the tropical expert”, meaning that it
understands perfectly the skins of the Indonesian market as well as other
tropical countries. Based on this, li9ht’s
creative team produced an idea that emphasizes on this unique trait; that
employed a “twisted logic” approach by likening the skin as a map, which
directs the owner to the right treatment. The headline in the second ad says, "Becaus the skin knows geography."
Client: PT RISTRA INDOLAB
Project: CORPORATE PRINT AD
Creative Director: ANTO DWIASTORO
Copywriter: ANTO DWIASTORO
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