welcome back from your summer holidays or maybe you are still enjoying a few days off? Wherever you are: there is another package of creativity ready for you to be discovered:
Aren’t we all a bit in the Olympic mood in these days?
To keep you in this mood, I will start with some recent examples of Nike. I saw both examples on Social Media as both have been heavily shared. What can I say? Both striking examples of storytelling, outstanding and really entertaining. The first one was the kick-off of their campaign “Unlimited”. It will not be what you would expect from Nike but maybe that is exactly why it is so convincing. It quickly became Nike’s most retweeted and most liked film ever on Twitter.
An entire series was following this kick-off – of which I personally love this next example of Nike as it is just “wow”. My full admiration to that old lady!
I also want to point out the creative device of using the off-speaker as a kind of moderator forming a dialogue with the main character in the film. Very very engaging and very supportive for their core message. It makes you curious to watch additional stories as well as maybe contributing your own.
Talking of sports there is one young brand currently becoming a serious threat to all of the big sport brand players in the market: Under Armour. They somehow seem to hit a nerve – and when you look at the following example of advertising you know why: Just breath taking, goose bumps and chills everywhere – in a positive way! Although both examples, Nike and Under Armour, prove brilliant story telling – isn’t it eye opening what impact tonality has on the evoking of emotions? This film scores very high due to its authenticity and probably being a true inspiration for the Millennials out there. Btw: This spot did not only win the “Film craft Grand Prix” at Cannes, it is also one of the most shared Olympic spots ever – watch it and you might share it, too.
The complete contrary is the next example of Nissan, an official sponsor of the Olympics. I think it is very funny – and smartly conveying the individual features of their cars. My admiration also goes to the seriousness of the brand manager, she is pranking brilliantly..I would have burst into laughter, for sure!
Although not being an official sponsor of the Olympics, also Dove used the opportunity of the Olympics to make a statement against media who often judge the female athletes by their appearance only and not their sportive achievements. Doesn’t it feel good if a brand gives backing on such a topic? Doesn’t it perfectly fit Dove’s strategy and comes across very credible? Quite smart and long overdue. On their website women also have the possibility to report incidents of such media behaviour.
Btw: Did you realize that Dove twisted their long-running campaign a bit? From “You are more beautiful than you think” where the focus was on giving women the confidence in themselves and supporting them in seeing themselves more positively and less critical, the brand now shows really self-confident women who are accepting themselves as they are – and challenging to stand above judgements. Really a good move and about time!
Fitting the Dove example and having talked about tonality and creative devices in the creative examples before: Irony is a great creative device. Not always
appropriate, for sure, but in this case very convincing as it is hilariously ridiculous.
“Girl’s don’t code” – an NGO to encourage women to believe in their abilities to also shine bright in the so-called male possessed areas of computing.
I was thinking twice if to share the next example. Crude humour and crass language - uuh – “The world biggest asshole” sounds already rude, doesn’t it? I am sharing it anyway as I think first of all it is brave of a client to exaggerate it in such an extreme way. As a client it is sometimes difficult if not challenging to put yourself (and all of the decision makers!) in their target group’s shoes. One of the main motivators behind this work was to encourage millennial men to become organ donors, as that demographic has dropped off in recent years. I think, the message is strong and the task is fulfilled, no matter if you like the language or not. But convince yourself:
You see, everything is possible. You just have to be brave enough. Go for Gold!
Have a nice weekend,