Cannes is just over and here I am again with the latest selection of exciting creative content from all over the world.
It will probably take more than those famous ten minutes but I promise you well invested time as it brings you up to speed on the creative buzz...
Not a brand new - but a very good example for Experiential is the one of smart cars. From my pov a fantastic insight and execution – it nicely plays with the fact that there is nothing more convincing than when you experience it yourself.
Just recent is a video from the Swedish insurance company Prime und Trygg Hansa – who wanted to bring attention to the fact that last year more people died by drowning than in
all the 10 years before.
It is not that this insight hasn’t been used - or that we haven’t see those videos of „Don’t drink & dRive“ before – but to turn it into „Don’t drink & dive“ was more distinctive than I have seen it before – and no matter the serious topic - also so entertaining that you bear with it more than 3 minutes.. Message conveyed! And understood!
Especially for FMCG you face the challenge how to get people to try your product. Another promotion / promotional spot? Isn’t there something more exciting which also plays with all the digital tools we have at hand? One of my favourite brands, Coke Zero, did a great example of the first drinkable ad – quite clever and entertaining!
A great experience for the consumers in Hong Kong was probably the next one of Pizza Hut, too. At least it spoke well to the target group’s behaviour. If it helped sell more Pizza? Not sure about that but that probably wasn’t the objective anyway. It surely helped to leave a very sympathic impression of the brand – an important step towards brand love.
Often its excecution and creatives devices (i.e. humor) make us talk about advertising or make us share it. Not always can we remember the brand it was for – as it often plays a subsidiary role, unfortunately!
A simple product demonstration isn’t sexy – from an executional pov nothing striking or distinctive. I was thrilled by the next example anyway – although it is just the demonstration of a new tool of Google – just because of the possibility this new tool offers. Just imagine!
Brand-wise a big tick in the box as it nicely underlines Google’s mission of organizing the world’s information and making it universally accessible.
I remember a Swedish shampoo out-of-home from last year – which now offered the creative jumpboard for a social cause. Cleverly used and very striking. Already watched by more than 11 millions – I like!
I know, I know, I am always pointing out ads with great insights. I can’t help it but
I am a strong believer that if you really take the time to find a good insight related to your brand – there is not much which can go wrong from there! The beauty mostly comes from its simplicity
and therefore striking boldness in conviction.
Talking of insights: I bet you are also not a fan of those pre-roll ads on YouTube! True? Not suprising and probably an universally valid insight. More suprising that the American Insurance company Geico took advantage of that knowledge and actually made people watch the entire ad instead of clicking away after 5 seconds.. Brilliant!
The next example is also based on a great insight: #thisgirlcan - a campaign developed by Sport England and a wide range of partnership organisations. Research had revealed a huge difference in the number of men and women playing sport in England. And it's not because females don't want to get active. Millions of women and girls are afraid to exercise because of fear of judgement. Using this as an insight hit the nerves of the female target group and helped overcome their fear. Advertsing is able to generate cultural changes, yes it can! Bravo!
Last but not least: Remember the ALS Ice Bucket Challenge?! Sure you do. This example was awarded with 2 Gold Lions at this year’s awards in Cannes. I think well deserved as it was a great example of how content can travel and reach the world and even more important – bring the attention to something you probably couldn’t explain or refer to before..the ALS disease.
That's it for this month. (not enough? Go to the PS...)
THANK YOU for your attention!
Am here to support you when you want to develop great creative content, too... J
Enjoy the summer!
P.S: As always there would be so much more to share!
If you still have a bit more time to spend let me shed the light on P&G.
P&G clearly changed their image of being a boring advertiser by just highlightening their benefit and RTB and using lots of supers..
They really had fantastic cases in the past year and have been rewarded for that big time in Cannes.
Just in case you do not know the winner of the top award at Cannes - the „Glass Grand Prix“ in the New Gender-Neutral Category: BBDO India won for P&G’s sanitary protection brand Whisper. It won because it has the power to effect true cultural change. Isn’t that amazing? Advertising can offer so much more than highlightening just a product.
Check it out!
The Always #LikeAGirl campaign was a strong competitor and won a Glass lion, too. I did share the example in the past – if you do not know it, please check it out,! I just love it – also here a fantastic insight – executed in a very striking way.
Also Ariel in India won another Glass Lion. The campaign "Share the Load" was designed to get men and women to completely rethink the division of labor, which includes women invariably doing the family laundry. How brave for a detergent brand considering the culture and traditional mind-sets in India. Really really cool!
That was it now, really! ;-)