Belle Magazine

One of the best magazines in Australia for interior decorating. They needed a positioning line, and a magazine campaign to roll out. After meeting the editor, it was apparent that he would rather go without than have a replica piece of furniture in his office or his home. Live with conviction was the line that was easily bought.

The first 2 ads depicted the campaign well. Rather than show any furniture, which is subjective, we showed behind the scenes of a Belle readers home – an egg tray sorted according to the colour of the eggs, to matching pegs for the clothes line. I even painted them myself. The ‘Buy art not cocaine’ I saw on a girls tee-shirt in the ‘4 in hand’ (Paddington) and always wanted to put it into an ad one day.

Writer: Matthew Vandermark, Andy Iles
Art director: Andy Iles
Agency: Oil

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