here comes another month’s creativity ready for you to be explored.
In one of the last editions I shared already the Always #likeagirl campaign. A great example – but would it be an idea which would have the depth and breadth to last longer? I think yes: It clearly got what it takes! Like Dove the brand Always found a way to give the idea every time a new twist to make it engaging and inspiring. This time by taking a critical pov – of course from a girl’s perspective - on emojis which I find even more striking asso many brands are just jumping on this emoji train blindly. In short: :-)
This month is (again) a creative high for P&G. Having worked long enough on lots of their accounts I know how challenging this it. The next example is from Ariel in India and also this campaign idea I shared already in one of my last editions. The success of #sharetheload goes on – and you might have seen it already as this example got shared heavily on Social Media with loads of very positive comments. Even Sheryl Sandberg shared it on her FB site, can you believe it? I think for the culture of India a huge and brave step. A clear statement from a brand – one which makes the brand a lovemark. If I would not buy Ariel already anyway – I now would, 100%!
I think nearly in every edition of my “10 Minutes” I am mentioning the power of content. When there has been the trend of creating content being silly, utterly funny or just beyond possibilities, there are now more and more indications that there is a shift from that. From my sensation there is at least a tendency to tell people’s personal stories, of course including the impact the respective brand or organization had on their life’s. I don’t want to call it a trend as humans were interested in human beings since mankind exists, maybe it is just natural that those stories engage so much. Just forget about the rules how long certain pieces of content have to be. Might be just a guideline if at all. - the only thing which matters is if the content will have the power to engage. I did not realize that the next example was six minutes long, I was just caught up by it.
The next example is a funny one. Mc Donald’s deked to do an on-road-advertisement for a Drive-In Burger King in France - only to point out that it is Mc Donald’s having more than a 1000 Drive-In outlets in France. In contrary to Burger King there always would be one Mc Donald’s Drive-In nearby. If this was not already a fun idea – Burger King’s reaction came promptly and topped it. Silly but very sympathetic and makes you smile. What does it prove? As a brand don’t be discouraged by putative attacks – just encourage your agency to tell it further and be brave enough to admit that not everything is perfect but that it is the brand experience which makes the difference.
The brand Smart fortwo is currently like a guarantee for fun advertising. It just makes me like the brand. Their campaign around “Radically open” is a round concept for their convertible variant: A story which is nicely told at all touch-points, well thought-through and recognizable throughout all activations. Have a look how their experiential nicely fits their TV campaign. Just fun – like the car!
Hope you enjoyed my “Ten Minutes of Creativity” despite the fact they are always a tiny bit longer...
On to a new edition in about a month’s time.
Meanwhile, I am available for you just in case you need support in the development of great cases for your brand, too…
Remember the #saynotospecs campaign from the Canadian advertising agency Zulu Alpha Kilo?
There are hysterically ironic – too sad that they are located in Canada, I would like to hire them as an agency in an instant. Have a look at their redesigned website – it is just ace!