There are hundreds of commercial messages vying for consumer attention everyday across traditional and new media. Only a handful are noticed. Here are a few creative ideas which caught my eye, the week ending 26th May, 2017: Sweden’s tourism campaign, Sony Bravia’s TV spot and more.
1. Visit Sweden: Airbnb
Sweden’s official website for tourism and travel information, has listed the entire country on Airbnb. Why is it creative? For one, it is different from the usual tourism marketing activities. But is just being different good enough? It is relevant. Sweden is known for its great outdoors and not for any particular monument or landmark. ‘Sweden has no Eiffel Towers. No Niagara Falls or Big Bens. Not even a little Sphinx. Sweden has something else – the freedom to roam. This is our monument‘ says the official website. So a notional gesture like listing the entire country on Airbnb drives the home the point beautifully. What’s more it’s got the country millions of dollars worth of free PR.
Agency: Forsman & Bodenfors
2. Sony Bravia
In this mesmerising film, we see a father & son doing a walk-about in what seems like a distant planet. It turns out they’re staring at a visual of Earth as depicted on a giant display of a Bravia. Apparently, the film was shot in Chile’s Altacama desert and brings alive an ‘other worldly’ feel.
Agency: DDB, Berlin
3. Henkel: Syoss
In this beautifully written film the morning commute is portrayed as a thief who robs women of their mornings, leaving little time to prepare themselves for the working day ahead.
4. Canon: Live for the Story
With smartphones playing capturing virtually every moment of our lives, the DSLR brands have a tough time conveying their role in a common man’s life. In this film, Canon seems to cue how it can help spontaneous capture of everyday moments (a departure from special occasions). I loved the visual technique of a flash across the montage and also noticed that there is no shot of the actual camera at all.
5. University of Phoenix
‘Automation replacing jobs’ is a news item we see almost everyday. In that context, this story of a woman who loses her job and reinvent herself through online education strikes a chord.
6. Stained Glass music video
Adult colouring books are quite popular in the world of mobile apps. In this context, alternate rock group Stained Glass has created a microsite where views can colour a music video.
I just loved the simplicity of thought and the visual device used to convey a ‘switch’ from Android to iPhone.
8. McDonalds UK – great taste of America
In this series of fun spots, McDonalds UK yanks the chain of Americans. It is a clever ploy to drive home the state themed menu at the outlets.
Agency: Leo Burnett
9. House of Cards
Season 5 of House of Cards starts May 30. In this clever campaign, the fictional Frank Underwood is brought alive through the photography of Pete Souza, the former White House photographer.
What works? Many believe that the reality of politics is too close to that of fictional serials like House of Cards. Also the use of a platform like Instagram where politicians share moments like the ones Frank Underwood has done brings a smile.
Which one was your favourite? Comment in.