I recently stumbled upon a Labello campaign in the city - and instantly, it took me back to a student concept I once created for the same brand. I was so proud of that ad back then; it felt bold, minimal, and had this “ad school cleverness” vibe. Naturally, I wanted to post it and share a bit of nostalgia.
But then I showed it to my wife.
She looked at it, smiled, and asked:
“If the lip balm prevents dryness… why are the lips still peeling?”
Ouch.
And she was right.
That one question cracked the illusion wide open (pun intended). The ad was visually strong - but conceptually flawed. It looked good but didn’t make sense. So I went back to the drawing board, this time aiming for a concept that holds up beyond aesthetics.
The new concept:
Now, the environment becomes the metaphor. The ad itself “ages,” the paper curls, the ink fades - everything deteriorates except the lips. They stay vibrant, glossy, and smooth - the single island of freshness in a dry, crumbling world.
