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"Whatever's Comfortable" Karate

Award: Wood Pencil

Wood Pencil / Film Advertising Crafts / Use of Music for Film Advertising / 2014

The "Whatever's Comfortable" campaign, much like the Southern Comfort brand, was created to celebrate and inspire the awesome attitude of people who are completely comfortable with themselves. In "Karate,” a man puts on a karate demonstration in a beauty salon while the other female patrons look on in awe. Even though he wears foils in his hair and a smock around his neck, we can’t help but be mesmerized by his moves and effortless confidence. This Kung-Fu master is the physical manifestation of “Whatever’s Comfortable.”

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