Onstuimig

The rise and fail of Julyna advertising

Posted by Tom Megginson | 15-11-2012 21:52 | Category: Fundraising



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We’ve been writing about Julyna, a group of Toronto women’s answer to Movember, since it began in 2011. It’s a movement to raise awareness and funds for cervical cancer by growing their pubic hair and waxing it into whimsical designs. So obviously, it gets a lot of attention.

But the most interesting thing, for me, has been watching how much fun ad creatives have when they have a free reign to talk about women’s pubic areas.

First, Cossette Toronto came up with eye-catching short-and-curly typography:

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Then, this year, it was the clever and evocative pubic hairdresser:

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And now? Months after the fact, these posters have suddenly gone viral:

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The first one makes sense, and is festive. The second one is both counterproductive (unless it’s implying the women all shave it off at the end of the month?) and unoriginal.

Ads of the World commenter “Spanky” was nice enough to provide examples:

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And I’ll add another:

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Do you ever feel “not so fresh”? There are probably more.

In my opinion, the Cossette Art Director pushed the “baldie” execution because she really liked the idea. (Or perhaps it came from her male CDs.) But considering how “done” it was, was this a worthwhile pursuit?


Advertiser:
Julyna
Agency:
Cossette Toronto
Source:
Ads of the World




Comments


Comments about The rise and fail of Julyna advertising

Wow. Take yourself and advertising a little too seriously. Doing good work is always the key but what sickens me about the industry are people like you – revenge of the nerds that need to trash on people’s work to make themselves feel better inside or relevant for some crappy blog.

For the record, I don’t even care who at Cossette was responsible for these, nor do I like them but instead of being so bitter – do something better yourself. Your York Regional Transport ads don’t give you much of a leg to stand on.

Posted by Dr. | 29-11-2012 02:21

Comments about The rise and fail of Julyna advertising

Thank you for taking the time to comment. I can see that my opinion means a great deal to you, or else you wouldn’t have taken the time to write such a long one.

I’m sorry you didn’t like the YRT stuff, but it has actually been quite successful for the client.

Feel free to share your own work with us in future, if it meets our mandate.

Posted by Tom Megginson | 29-11-2012 02:28

Comments about The rise and fail of Julyna advertising

And for the record, I do think that Matt Litzinger is dickhead who would suck his own cock if he wasn’t so full of himself already.

I’d blame him for these ads.

Posted by Dr. | 29-11-2012 02:31



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