ABOUT

Reintroduction of Dior to the South African market.
Creative Rationale:
Midnight Poison Dior is the fifth of the poison range. The new Dior’s poison opens with citrus notes of mandarin and bergamot to the rose heart, and patchouli, amber and french vanilla in the base.
My task was to create an exciting image brand that positions it competitively with the key message being “Indulge the romantic side of your personality“. Having the consumer say” It's what I want to be”. For Sophisticated women 25 and over.
I did this by using wording and imagery which connotes the women having power over their subject in our case the male.