#SelfEsteemProject, Honda Dreams and more: creative ideas of the week

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Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 2nd October 2015.

Dove: #SelfEsteemProject

As continuation of the ‘Campaign for Real Beauty’, Dove has released a new film for the ‘Self Esteem Project’, (‘established in 2004, the Dove Self-Esteem Project is committed to helping women & girls develop positive self-esteem‘) aimed at encouraging teenage girls feel positive about their physical appearance. The film is clever – it juxtaposes a girl wishing she had a different feature than the one she has, with girl who has that exact feature but is still unhappy with her appearance.

Agency: Evidently

Aside from the film, I liked the content created in partnership with Pinterest and the articles on Dove’s US site. While B2B content faces the danger of getting predictable, it is refreshing to see such useful, relevant and interesting content from B2C brands.

Dove US

Pinterest Dove

Adobe Marketing Cloud

‘Click, baby, click!’ kicked off the ‘Do you know what your marketing is doing?’ series of ads in spectacular fashion. This time around the pitch is the same but the vehicle (no pun intended) is different. It is the launch of AstroBoost a fictional energy drink which attempts to launch into space. The message ‘don’t be distracted by data that doesn’t make a difference. Act on what matters’ comes through loud and clear, with many laughs thrown in.

Agency: Goodby, Silverstein & Partners

Spies Travel: Do it for mom

What a roundabout but brilliant way to sell travel! Here’s Spies Travel, a Danish travel agency urging their countrymen to travel more. In their previous avatar, they urged Danes to ‘Do it for Denmark’, this time the tongue in cheek pitch is to ‘Do it for mom’. The rationale: join forces with wannabe grandmas in the fight against Denmark’s low birth rate; send your child on an active holiday and get a grandchild’. Loved it.

Agency: Robert/Boisen & Like-minded, Denmark

Georgetown Opticians: Our Family Knows Glasses

Family-run businesses are common enough, but an ad like this for such a business is uncommon. Voorthuis family – three generations of optometrists and eyewear specialists, founded Georgetown Optician. The family has been positioned as people who know weye-wear best in this quirky ad. Loved the copywriting and the narrative style.

Agency: Design Army

Honda Accord: Dreams

Unlike recent Honda ads which have had spectacular computer graphics, stop motion or jaw-droopingly big production values, this one is relatively straightforward. It does have some fancy computer graphics but what worked for me was the insight: the most powerful of our childhood dreams stay with us lifelong. Loved the sequence when the penny drops and all the childhood dreams come surging.

Agency: RPA

Which ones worked for you? Comment in.

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