This is a really nice idea from Boots.
Boots rather obviously have to ride the "New Year - New You" bandwagon. This year they've chosen "change one thing" as the theme. Here's how it works; Want to give up smoking? It's easy if you change one thing. Want to lose weight? It's easy if you change one thing.
The graphics are stylish, sensitive and appropriate with a great use of illustration (and I don't often like illustration).
But it goes much deeper than that. Each sin (smoking, fat, stress) is linked to in store offers. For example; giving up smoking is easy if you change one thing, try nicotine patches, buy one get the second half price in Boots. That's where it all hangs together, insight, marketing, design, sales.
But it gets better. The one key thing that makes the whole campaign work and makes it stand out from all the other patronising rubbish that's about this time of year is that they are... telling the truth. Yes, the truth ladies and gentleman.
It's believable, it works. It's not marketing bullshit. It's achievable. Maybe you can't imagine yourself giving up smoking, but you can imagine yourself doing one thing to try. Maybe you don't really believe you'll be less stressed, but you'll try one thing to see if it works.
This is great. It's really well thought out, very now, very Mind Gym. Good, good, good. The website is lovely too. good use of Flash (and I don't often like Flash either).
As a foot note, Boots is s great British company that has always championed good design. They even used to employ a Pentagram partner to manage the roster. We need more of that.
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