Airbnb released a beautifully crafted new advert recently, which dramatises the brand promise of ‘Belong Anywhere’. And just a weeks ago, during the 25th anniversary of the fall of the Berlin Wall, a true story about belonging made for compelling viewing. To me, both these films displayed a certain confidence the brand has about the central theme and it’s power to have an universal appeal. However, just a few months ago there truck loads of negative comments and derision about the new logo. Yet, the brand has virtually ignored the feedback and marched on. In contrast, we have the case of Gap changing their logo, facing severe criticism for it and going back to the old logo. Airbnb did not change their logo and in fact re-inforced the thinking behind it through powerful TV ads. What worked in Airbnb’s favour?
Archives for 2014
Across most advertising categories, the winners in the ‘Outdoor’ or ‘Billboards’ category are not the traditional vinyl posters. What constitutes outdoor has undergone a dramatic change over the years with virtually any out-of-home installation becoming a billboard opportunity. Many of them feature interactive elements in a digital medium or use technology of some sorts. At […]
I like public service advertising which present a startling new fact or packages a known fact in a refreshingly new way. And if the public service ad asks for a simple, specific action, even better. That’s exactly what a new PSA on diabetes does. While we all know that many people suffer from diabetes, the new angle: people with type 2 diabetes could form the third-largest nation after China and India.
The comments section of news articles and blogs have been around for a while now. The intention behind providing an option to comment on an article or blog post, was a lofty one – get people to share their thoughts & opinions as a value-addition to the discussion. The practice has gone through several phases […]
One of my favourite awards shows, Epica Awards, is back with its 2014 winners. One of the reasons why I like the awards show is that one gets to see creative work from European countries (sometimes non-English work) which normally don’t do the rounds of ad aggregator sites. In print category (a favourite of mine) […]