Problem: Due to on-shelf clutter, Marie Claire’s flagship ‘Naked Issue’ isn’t standing out.
Solution: To create the illusion that a woman had undressed on her way ‘into the Naked Issue’, we created floor decals that look like a trail of clothing which led up to the magazine.
Creative Director:Ivan Johnson
Art Director:Ross Nieuwenhuizen
Copywriter:Mike Pearson, Carla Kotze
Photographer:Barry White, Helena Rautenbach