DEUS EX MACHINA
Deus ex Machina is an international brand that originated in Australia’s cultural consciousness in 2006.
All are welcomed under the Deus roof, where there’s simply no ‘right way’ to do individualism, it’s all the same juice.
Brief: To provide an initiative to increase Deus Ex Machina’s brand presence and awareness amongst South African consumers.
Solution: Curating five tag-lines in print AD format that provide a platform for the consumer to gain an awareness of DEUS, able to relate to the DEUS brand and gain an improved understanding of the meaning behind DEUS.
Deus ex Machina is not just one idea, it’s more of a philosophy than a brand. It braces every flavor of enthusiasm. The brand is inspired by building custom motorcycles. The brands' message, therefore, correlates with its origin of a machine built and powered by numerous different parts that are combined to result in a masterpiece of machinery
Tagline: “Sum of Parts”
Channel: Print AD
Client: Deus Ex Machina
The brand revolves around extremity. DEUS was inspired by likes of motorcycling and surfing. Not the average Sunday surf but riding along the south coast of Mexico with your best buddy on your custom-built DEUS motorcycles, DEUS surfboards strapped alongside and ending off the day catching waves along with the sunset of Baja California.
Tagline: “Born into extremity”
Channel: Print AD
Client: Deus Ex Machina
This headline bears a similar meaning to the "Sum of a Part" headline. DEUS is not made from a singular thought and there is no discrimination of who can be part of the DEUS brand. It doesn't matter if you surf, ride or simply enjoy the brand as a whole, we're the same juice.
Tagline: “All the same Juice”
Channel: Print AD
Client: Deus Ex Machina
DEUS is the seed that grows into a different tree depending on the local soil its planted in, but all ultimately share the same roots. This headline can relate to the DEUS store in Cape Town with concerns about carrying and embodying what the worldwide DEUS brand stands for and ultimately represents.
Tagline: “Different trees, same roots”
Channel: Print AD
Client: Deus Ex Machina
This headline goes hand in hand with "Born into extremity". South African nature, climate, and lifestyle is suited to extremity hobbies and general outdoor living. The average South African thrives on being outside, catching waves, cycling down mountains or grabbing a piece of the earth and simply seeing how fast you can move through it.
Tagline: “Extremity of yourself”
Channel: Print AD
Client: Deus Ex Machina