Advertising

Music Montage from Coney Island to Istanbul

By Delphine Hirasuna |

Radyo

This poster has a history that spans decades and continents. It started in 1952 when American photographer Harold Feinstein created a photomontage of Brooklyn’s Coney Island Boardwalk that looked like a music score. Sixty years later on the other side of the planet, someone at Havas Worldwide Turkey in Istanbul flashed on Feinstein’s photomontage while brainstorming ideas for a print ad for Acik Radyo, the only non-state-owned radio station in Turkey. Acik Radyo covers global social and cultural issues and airs all types of music from around the world. Its motto is “Open to all sounds of the universe.” Feinstein’s artistic photomontage perfectly expressed the theme “Music of the People.” The poster was a big hit and went on to win multiple prestigious international honors, including the Cannes Gold Lion and Epica Grand Prix award.

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Advertising

Tefal’s Gorgeous Approach to Juicing

By Delphine Hirasuna |

Tefal_1
Assignment: Develop an ad campaign for an appliance that extracts juice from raw fruits and vegetables.

There are so many cliché ways to sell such a product. Show a “loving mother” in the kitchen making nutritious juice for her adorable kids. Feature a young athletic type fixing his own power drink. Do a close-up of the appliance with tantalizingly colorful juice pouring from its spout. Or buy time on a TV shopping channel with a fast-talking telemarketer demonstrating how easy it is to juice anything from a turnip to an artichoke and shouting at the invisible television audience that only three products remain, so call in now.

Or you can take an entirely fresh and novel approach and not show customers, juice or even a close-up of the product. That’s the approach that ad agency BBDO Proximity Bangkok, Thailand chose for Tefal Juicer. The photographs of vegetables and fruits about to burst into liquid form are intriguing and beautiful, and so much more interesting to view.
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Advertising

Metaphor for Global Warming

By Delphine Hirasuna |

WWF_Ice_Cream
This public service ad by the World Wildlife Fund in Belgium needs no translation. Created by VVL BBDO in Brussels, “The Melting Earth” ad is a metaphor that works across all cultures and even communicates in a way that children can understand. The text in the boxed space warns: “The first signs of global warming are now clearly visible. We urgently need to limit greenhouse gas emissions. Nothing and no one will be spared from climate change….” As much as the image communicates the point instantly, what’s needed are follow-up ads/posters/booklets that spell out pragmatic steps that each individual can take. It’s not just a a problem for the world or a nation to solve. It demands action on all of our parts. But the public needs more guidance on what we as individuals can do to lick this problem before we suffer an irreversible meltdown.

Advertising

People on the Move at TNT Express

By Delphine Hirasuna |

TNT Express, the Netherlands-based international courier, launched a global campaign to rebrand itself as “The People Network.” Its TV commercials drove home that point by making a delivery truck (cab, frame, tires and engine) literally out of people. Directed by Mischa Rozema from PostPanic and created by Amsterdam agency Etcetera/DDB, the 60-second spot is an incredible feat of creative imagination, Czech stunt team agility, and seamless CGI magic.

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Advertising

Pet Focus Group Yields Laughs for Big Lots

By Delphine Hirasuna |

Consumer focus groups have long been a mainstay of marketing research. It’s a great way to gather user perceptions, opinions, beliefs and attitude about a product. Chicago ad agency O’Keefe Reinhard & Paul pulled together a panel of mostly four-legged consumers to roll out Big Lots’ line of pet supplies and toys. Two improvisational actors served as panel “facilitators,” conducting a tongue-in-cheek user opinion survey. The panel of dogs and cats weren’t exactly forthcoming in their preferences, but they did give the discount retailer an opportunity to show the vast and varied range of pet products it sells.
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