Title
Max Reflection
Client
S.C. Johnson
Product/Service
Kit Max Wax
Creative Director
Lakshmi Mohan
Art Director
Rizal Sufar
Copywriter
Vinod Divakaran
Client Service
Choo Kah Wai
Photographer
Rizal Sufar
Print Producer
MT Kalithasan
Color Separation
Far East Offset Engraving Sdn Bhd
Rational
Cars with dirty bodies were selected and a small section on the cars’A-pillar frame on the driver’s side was polished with Kit Max Wax for a shiny surface. The product shaped card with the word ‘Max’ was then placed in the slit between the A-pillar and the windshield, so that it’s reflection ‘Wax’ would clearly be seen on the polished body part. The reflective message (which happens to be the product name) received its desired attention from not just the drivers but passersby as well, resulting in them being immediately impressed with the wax’s capabilities, thus prompting them to purchase the product.
