Catalogue

< Principal purpose of the pictures: the pure fun and enjoyment that only a child’s face can show. This is unique to us. We recommend dental gaps, freckles, plaits, messed-up hair etc. They must be real. Wherever possible, reinforce the childish look (the viewer feels nostalgia/warmth/etc.). Age of children = target group ABC / everyone etc. Gender = alternated naturally, depending on the type of child e.g. for a natural motif a red-haired girl is often better suited than a dark-haired boy etc. On motifs: the child’s outfit – depending on how much of it is to be seen – should always strongly echo the different motifs. The different motifs: Autumnal Motif: splashes of water; raindrops (advertisement may place children within drops in final layout; think huge soap bubbles); rain cape and cap; Autumn leaves (perhaps children sit on the leaves, hover/glide along on the wind like Aladdin on his carpet). Summer Motif: child with diving goggles on forehead; sunflowers; flowers in hair; cute little dress; blissful, sun-kissed (though no sunburn – always adequate protection – cancer etc.); T-shirt or in bathing suit; daisy chains on arms? Winter Motif: Snowflakes (children within large ice- and snow-crystals); Winter cap and scarf; Child looks slightly upwards, into the snow, seeing something – important: remember there is never a background; the child is standing alone, a strong focus on the face, seeing something we cannot (the face must have the

< Reduction to essentials: less is more. No troubled or restless backgrounds. Brutally simple. < We need pictures with people, people and more people – women and men, families, group pictures, teenagers, even senior citizens. There must be no “nobody” pictures. The motifs should be alive, vivid, animated. We have to tell a story. Put the people in action: they should tell the story that way. < Friendly and emotional people: lots of positive charisma and individuality. Think of your heroes (either today or childhood – maybe think more of childhood). < People in typical or unconventional everyday life situations. What is real life all about? Not too predictable or outrageous. < A general tendency in picture language today is towards security and home-building (at a premium), feeling good, friendship and relaxing and cuddling in pleasant company; vacation and leisure time with friends or others. We should use this. < Young people and teenagers in all life situations: first love; flirting; puberty (though we are not acne cream); consequences (positive as well as negative – life’s lessons); dancing; having fun; cool hanging out; sport and games (cycling, skateboarding, fun sports – nothing too edgy); pocket money; on the way to school; school in general: cheating, in the playground, writing notes, what that time of life does to you; first cigarette, perhaps (or perhaps not, but that feeling); mobile phone; making phone calls / writing SMS (Facebook?); making ma