CAMPAIGN DIRECT: MY BEST SHOT

1994, Sydney, Australia. Cartwright Williams. A new brief, a new product, a new logo. Target audience: female, 25-55, mailers, take-ones, advertorials.

1994, Sydney, Australia. Cartwright Williams. A new brief, a new

product, a new logo. Target audience: female, 25-55, mailers, take-ones,

advertorials.



Her Health was developed as a sub-brand of Cigna as exclusive insurance

against female illness. We struggled with the idea of being honest -

rather like insuring your car bumper and not the bonnet - but it had the

potential to create some interesting imagery. And, as any art director

will understand (after working on service industries and clients with

their increasingly frightening files of stock imagery and stringent

corporate guidelines), this looked interesting.



The concept was easy, a duo-toned Rubenesque woman entwined in orange

branches (launching the ’orange tree’ logo visually).



The birth was more difficult.



Being based in Kings Cross, one of Sydney’s more dodgy areas, calling

modelling and extras agencies for girls willing to be shot naked was not

an easy task, they seemed to suspect that there was far more to it than

just a tasteful duo-toned photograph for an insurance company. (Easier,

however, than getting a spurned, South American, non-English-speaking

photographer to do what a bikini-clad, English, female art director on a

beach in Mexico wants. But that’s another story.)



A few castings, all-over body tattoos, belly piercings and other bizarre

body disfigurements later, we found our model. The shot was taken and

the piece took form. The actual response figures escape me, but plenty

of complaints rolled in, - surprising in a land of free-living,

open-minded Aussies - and spurred on media coverage, which obviously

delighted the client. But perhaps it was even more surprising for the

public to learn that the work was put together by an all-girl team, and

particularly that the art director was a prudish ’pom’.