Tag Archives: Advertising

Sustainability needs creativity

Growit-local1The Miami Ad School recently hosted Ben Peacock, founder of “The Republic of Everyone (ROE)”. Ben and ROE choose their clients. No, really. Having left his role as Creative Director of Unilever less than a decade ago, he decided he “would only do work that makes the world a better place”. And that they do. ROE work their creative solutions around four beliefs:

1. Sustainability needs creativity.

2. Everyone wants a better world.

3 The good companies should win.

4. You can’t change my behaviour.

The result of “using the tools of evil to do good”? Infectious advertising. For more on this topic and their work, see post at “The Creative Stable”: http://www.thestable.com.au/using-the-tools-of-evil-to-do-good/ 

or check out The Republic of Everyone:   http://republicofeveryone.com/

Head of Macleay Advertising talks branding on ABC TV

What’s needed for a logo to stand the test of time? ABC TV’s The Business program stopped by Macleay College last week to speak to Head of Advertising Ian Thomson about the strength of Aussie brand Woolmark as the logo celebrates its golden anniversary.

When it first appeared in 1964, the Woolmark logo was immediately recognised as a mark of quality wool. The Woolmark logo hasn’t changed or adapted in its 50 year history, which Ian believes is testament to the precision that went into designing it.
Check out The Business on ABC iView.

Mountain Dew Slip N Slide

Mountain Dew Slip and Slide advertisement features itself on YouTube. It starts with a man carrying a bike up a set of stairs outside in sunny weather. The young man is unusually formally dressed for bike riding and in particular, overdressed for riding down a steep ramp that will soon be in shot. This immediately grabs the audience’s attention.
It’s soon revealed that the ramp leads to a large pool. An exciting slow motion effect is used as soon as he leaves contact with the end of the ramp. Creating suspense and keeping the viewers eyes glued to the clip. It’s an impressive amount of “air time”.
Just before he impacts the body of water the footage is back to real life speed and the music starts to play. The music is one of many strong points the advertisement possesses. The music is funky, fast paced, generally happy and young without trying to hard to relate to the younger market.
There are quick shots of other young people of both genders going down the seemingly slippery ramp with different uses of camera work. Every shot has a unique way of grabbing your attention. The use of the camera is great because nearly every shot offers something different. If it’s not a different stunt on the slide, it’s a different angle that adds a near interactive viewing experience. This is created with the point of view camera work and close up shots of various experiences in the day.
Only once did I feel as though I was being sold a product but even then, the creative and fun way they get around the task of being noticed didn’t take me away from the experience. This was achieved with what seemed to be a GoPro attached to a Mountain Dew bottle recording a young man attempting to slide down the ramp while drinking at the same time. The logo is seen clearly enough. The shot is exciting fun and placed at the end of the ad as a good way to leave with the product shot in the final scene. This is a good solution as it embodies the brand / product with the fun of the day and doesn’t just claim to hold the values the clip conveys at the end with a graphic and a call to action.
The director seemed very well prepared with what he wanted out of every shot in relation to the timing of the day. It appeared to be shot all in one day and uses the sun nicely in the background for the majority of the angles. This adds to the feeling of summer and the bonus of good lens flare in a lot of shots.
The shots had a good balance of happy faces, daring slide stunts, funny mistakes and quirky shots and made for an enjoyable watch and great example of brand sponsorship.

Post by Sean Johnston

Burger King hates ads too

Pre-rolls; we have a love/hate relationship with them. We love them because they work and are great for effective targeting, but we hate them because we just want to watch Miley Cyrus’s new clip already. This was the basis for Burger King’s latest digital campaign; they’ve made 64 pre-roll placements making fun of the format, targeted them towards young males and placed each contextually to reflect what the guy was about to watch. Worth watching just to see how dismissive of their own great deals they are!

Dove Real Beauty Campaign

Dove is known for its Advertising / Marketing content about women having confidence in themselves and defying conventions and pressures of purely focusing on their appearance.
This has been achieved by rebelling against what we usually seen in magazines and other beauty product advertisements which is, the perfectly in proportion model with flawless skin tone, muscle tone etc and using women that are not necessarily abnormally perfect but yet attractive, ‘real’ women.

The brand suggests through these advertisements that real beauty is about feeling good and smiling from the inside out, which resonates positively towards women. They donate to women’s organisations that focus on building self esteem and confidence which gives the brand and its users something to talk about.
Dove has connected with many women around the world, through ads like the “Real Beauty Sketches” and the “Photoshop” eraser, however it brings to my mind how clever the strategy actually is.
I’m sure Dove are aware of the consciousness of what most women perceive as real beauty, as the perceptions have been thrown in consumers faces since the beginning of time, by rebelling against this, they become the good guys, the reliable soap, the soap you throw in your gym bag, the soap that is pure and simple. I’m not suggesting that it is bad, just a very clever positioning strategy. Just because Dove has an Image of sensitivity, it does not mean they do not have a strategy to get product s off the shelf.

I guess in conclusion I would say that, the dove real beauty campaigns are effective, clever and touch many women around the world, I am a Dove user for all the reasons mentioned above. You can look at it like ‘they’ got you, or just concede to the fact that we live in a world of advertising, there strategy worked but they are also having a positive effect on women’s attitudes and behavior… so it’s not all bad!

Post by Jamie Astley