Customer Marketer, Digital Strategist, Dedicated Father. Passionate about the current & next web. Enjoying life online as much as offline. Eager to see how they converge.
Cadbury has a strong track record when it comes down to creating whimsical ads. It has been a while since I have seen something that is up with the level of the Gorilla or Eyebrows campaign. But this one certainly deserves its spot in the wacky hall of fame of Cadbury's Glass and a Half Full Productions.
I always like campaigns were the medium is (a part of) the message, instead of just the carrier of that message.
Take, for example, this banner campaign for Stadsmissionen, a local charity that helps homeless people in Stockholm. They probably didn't have the money to buy advertising space to spread their message and get people involved with the homeless. And they probably wouldn't have succeeded even if they did.
Instead, they took their limitations as an opportunity to develop this smart idea: the homeless banner. Everyone can go to the campaign site and grab the embed code to give shelter to the banner on their own blog or website.
The banner itself basically reads: This banner is homeless. [your name] has given a roof over its head for [time]. Click to give warmth to the Stockholm homeless.
The counter in the banner and the leaderboard on the campaign site are all smart elements that contribute to the overall shareability of the campaign.
Agencies are often hired based on their ability to generate “ideas” (though I would argue it is only one of many reasons they’re hired). This won’t change moving forward, but the way those ideas are manifested is changing dramatically. And while you don’t need to be an engineer to come up with ideas in the digital age, it helps dramatically when the agency has the ability to understand what can and cannot be built. That’s why agencies like SapientNitro are succeeding in expanding their business model – because they can balance the head in the clouds ideas with the feet on the ground know how
In a landscape where just about every adshop in town claims to be digital in some way or another, the true differentiator lays in the ability to turn ideas into relevant, long lasting experiences and touchpoints. A new reality where our newly launched Boondoggle Electric agency structure forms an answer to.
Tricking consumers into buying your products through subliminal stimuli is a detestable marketing practice. Yet, this cinema ad by BMW shows that these techniques can in fact be used to enhance the viewer's experience.
I'm not much of a fan of display advertising, but in some rare cases you encounter a banner ad that's worth talking about. Here's a really inspiring example from IKEA. Watch the screencast below or experience it for yourself here.
There seems to be a new model of agency emerging: an agency that understands how to create marketing for a digital world, as opposed to just digital marketing. Confused? Let me put it another way: agencies that create ideas that can be advertised as opposed to just advertising ideas.
Flo Heiss, Creative Partner at Dare Digital
A recent comScore ARS study found that 52% of shifts in brand sales are attributable to the quality of creative – making creative far and away the single most impactful driver of sales change. For context, media planning elements like GRPs, wearout and continuity/flighting account for 13% of sales change and price, promotion, distribution and other elements account for the remaining 35%.
The 62nd Primetime Emmy Awards will be held in Los Angeles on August 29. Here are the nominees for Outstanding Commercial:
Absolut - Anthem
TBWA\CHIAT\DAY New York
