I have a soft corner for good old print advertising, perhaps because my growing-up years in advertising were spent in an era when print ruled the roost. So, despite the industry’s penchant for using the latest technology and new-age platforms I always look out for print work in ad festivals. Herewith a few which caught my eye in the 2016 Cannes Lions festival (all images via Ads of the World and Adeevee).
‘Dirt is good’ is a brand idea used by Persil (Surf in some countries) across the world. The central idea has led to some interesting, category-code breaking creative work. The statement ‘the average child spends less free time outside than a maximum-security prisoner’ is meant to attract attention and it does.
Agency: MullenLowe London. See the rest of the ads here.
2. Fiat Ducato
Loved the simple idea to communicate space and ladder it to take more load.
3. Freddo ice cream
Sometimes clients ask ‘how is this creative idea true only for my brand?’. It is very difficult to answer the question if the product is not remarkably different from category competition, especially in consumer goods. With me-too products it all boils down to the execution – this one stands out in that department.
4. Getty Images: endless possibilities
I had written about this campaign earlier too. Terrific idea and execution.
Nice visual representation of ‘prices within reach’ idea.
Very unlike a regular McDonalds ad with an artsy look. The subtle idea of ‘open till late night’ comes through after a second of gazing at the image.
Lovely art, passes the first test of an ad in flying colours (literally)…gets noticed.
8. Ligne Roset
Drives home the point about heritage beautifully.
Which ones were your favourites? Do comment in.