Duracell – Positive & Negative: Colour Code

To communicate the longevity of Duracell’s alkaline batteries.

Everything has a positive and a negative. Even the longevity of Duracell Batteries. So if a toy or gadget keeps going, then it’s good in some ways but bad in others.

As most people know, Duracell Batteries’ iconic design keeps the Positive in Copper and Negative in Black. What if these colors could be a code to what’s good or bad in the device? Here, each ad tells a Positive and Negative story through just two colors: Copper and Black. We made the ads in the proportions as the actual battery and also placed the Positive and Negative symbols exactly in the same position as they appear on it. And because Duracell Batteries have such an iconic design, we were even able to achieve branding without the logo.

Cannes 2015 Press Lions//Art Direction – 2 Shortlists

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