This is work that I created for a paying client as part of Boston University's AdLab.
Goal: Create a postcard to pass anti animal testing legislation in National Congress while retaining the client’s approach of not being “shock and awe.”
Idea 1: This one tested your blush. By showing a lower half of a rabbit with some simple copy, it’s easy for the viewer to understand the message that cosmetics hurt animals. By having the connection be in the viewer’s mind, the message is strong, but doesn’t have too much shock.
Idea 2: True beauty should be painless. If cosmetics are for beautifying, why is the process to test them so ugly? I had a simple realization: true beauty should be painless. The client loved this idea, and ended up choosing this to actually send out.
The back of the postcard had copy fitting with the formal image of the client, with basic information the viewer needs to further their goal.
AD: Kathleen Allain