ArchiveMarch 2015

New Frooti: striking visual language

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Noticed the new Frooti creatives via a billboard recently and thought it was striking. Even in that fleeting medium the visual and the branding was clutter-breaking. First rule of advertising passed. My view on the overall work is that it is highly noticeable and showcases the new design very well.

Knorr – Flavor of Home: all the ingredients of a viral hit

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What makes a brand content go viral? While Google has some helpful answers marketers would agree that it is not as easy as following a step-by-step process. There is still an intangible element - a magic involved. Having said that, marketers and agencies are following a pattern, which is both a good and bad thing. The pattern I am talking about is this: brands have come to believe that the best...

Volvo ‘Life Paint’: when brand action, not proposition, creates buzz

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Pundits say that the key difference between the advertising of yesterday and today is one of 'saying' versus 'doing'. For years brand said their piece (usually about how great they were) through one way communication. The creative execution embellished the proposition. If consumers did not find the communication endearing they could ignore it and if they liked it, they may mention it to friends...

Listerine: when creative is the differentiator

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Clients have often asked 'why is this creative idea true of only my brand and not my competitors?' The attempt was to overcome mis-attribution and help the viewer believe that the messaging can only be true for the brand. The problem is that the product is usually never imbued with any significant differentiation (think of any consumer goods product) but the advertising is usually expected to do...

S7 Airlines: travel ad with imagination

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Travel ads usually fall into two categories: ones which showcase the destination and the other which dramatise the flying experience. A new ad for Siberian brand, S7 takes on a refreshingly new approach. The ad showcases the destinations they travel too but not in a conventional way - the well known landmarks of the cities and countries are not highlighted. Yet the possibility of experiencing...

Lovely use of @Medium by @GreyLondon to promote ‘Swedish Air’

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Lots of good things about this campaign to promote Volvo's XC90. Firstly, the idea emanates from the product. XC90 apparently has the cleanest engine performance in its class. It also has an air filtration system, CleanZone, that regulates the car's interior air quality. The films are very unlike an automobile ad - in fact, there are no car shots at all. The quiet, unspoilt Swedish landscape acts...

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