Or is there something really weird about this print ad?
Life is like a box of choclits
This is part of a full-page ad promoting “business friendly Bahrain,” one element of an overall campaign handled by M+C Saatchi. It uses a box of chocolates as a metaphor for what Bahrain offers; as with real chocolates, accompanied by a handy key that matches the symbols on the chocolates to flavours. The box label says: “Fact: according to expats, the best place to live in the Gulf is Bahrain.”
It’s the symbols on the flavour key that interested me. As a designer, I’m often dealing with creating icons to communicate meaning visually. The point of such graphics is to communicate through symbols even if someone doesn’t have the language to understand words. So I look at one of the symbols for the chocolates in the box with some perplexity.
Refreshing tolerance: an oval in a square. Makes sense.
Eternal sunshine: a heart. Well, it’s not as obvious as a sun, but communicates happiness, so there’s some connection.
Delightful diversity: a complex pattern. Logical.
Luxurious living: an elegant spiral. Ditto.
Turquoise seas: a stylized wave. Logical but not executed in such a boring way as to be too obvious.
I think I must be missing something here.