A touch of madness

By Lance O'Grady

Creating a visual culture through campaigns and advertising is an essential part of distinguishing your brand, and if anyone knows how to create an interesting brand culture it's Stolen Girlfriends Club. The campaign for their new Verbal Warning collection is a testament to this, with collaged photo montages part-'Girl Interrupted'-part-'Virgin Suicides', Stolen Girlfriends Club has struck a note with the madness in all of us with this one, sitting somewhere between the dubious concept of purity and the excitement of the undefined verges of hysteria. They know their market well and have managed to create a visual culture which will likely resonate through a wide range of ages, especially their main 18-25yr target. SGC have the opportunity to go full propaganda with these strong images and plaster the graphic symbolism all over the city in a guerrilla style takeover that I believe their customers would appreciate.

In my personal opinion SGC have nailed it with this campaign, they have created an emotional connection as well as some pretty kick-ass imagery; It's nice to be reminded to embrace a little madness in our everyday lives, and enjoy what sets us apart. After all, in the words of the late Robin Williams "You’re only given one little spark of madness. You mustn’t lose it."

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