Friday, September 21, 2012

Rad Report #3

It's awards season, so here is:

My Judging Experience of Random Ads I Found
(I also bring to you today tales of Sasquatch and a Lady Pyramid… intrigued now aren’t you…)

SLURPEE
AUSTRALIA
This one ticks so many boxes: simplicity, user-generated ideas, word of mouth and definitely fun. 

Rather than identifying how to make the product different to the competitors Slurpee instead looked how they could make the experience different for the consumers by realising that the one thing that always stays the same with frozen drinks is the cup. 

But what if you could drink it out of a trumpet?  A megaphone?  A bathtub?  (Okay with that last one you’d probably have brain freeze and diabetes…)

Slurpee asked people what they’d use, and the best suggestions were made into an outdoor, instore and print campaign promoting a day where you could fill your own vessel for the price of a regular drink.

The day before the event they also did a nice little bit of guerrilla advertising using other companies’ outdoor ads.  The buzz generated and the results speak for themselves.


UNITED COLORS OF BENETTON
ITALY
Some of you may have already seen this one, but I think it’s a really fantastic message executed in a simple way that generates talkability (and controversy).

Benetton are famous not only for their fashion line but for a very open approach to a social responsibility of equality and peace.  The Unhate Foundation was created to overcome the culture of hate on a global level through basic understanding of difference in a pretty open and emotive way. 

Here’s the video: http://www.youtube.com/watch?v=S8N2GX6of2I and if you’ve got the time check out their page: http://unhate.benetton.com/

The campaign created a huge amount of controversy with a number of different groups as the central theme is the kiss, the most universal symbol of love, and Benetton ran creative featuring world political and religious leaders, such as Barack Obama and Chinese leader Hu Jintao, Pope Benedict XVI and Ahmed Mohamed el-Tayeb, the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu.

They also ran guerrilla outdoor activity in Milan, New York, Paris and Tel Aviv, and Unhate went on to win the Press Grand Prix at Cannes.



FRIDAY FLUFF PIECE
JACK’S LINKS & FOOTLOCKER/ ADIDAS
USA

We all know creating a recognisable character association with a product can help to educate, inspire, entertain or personify the brand.  Whether that means celebrity brand ambassador or unique personality it can help the brand connect with the consumer.

You of course all know this after rushing out to buy Cornettos after seeing my awesome Cornetto bear, didn’t you… didn’t you...

Anyway, here are a couple of other brands that went for a… unique spokesman to make them memorable.

Okay fine, they’re also in here because I’m more than a little immature and personally find the words ‘sasquatch’ and ‘lady-pyramid’ hi-(wait-for-it)-larious.

Jack’s Links:                 

Footlocker/ ADIDAS:     



Happy Friday everyone!

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