Cannes Winners 2007 - A creativity treat
Thursday, March 13, 2008
Last Friday Advertising club of Hyderabad held a special screening of lion winners from Cannes Lions 2007. A three hour show, I expected to meet some people from industry and discuss advertising and the opinions. I had thought of setup as an anchor on a stage and a big makeshift screen. What it came out was a makeshift white screen placed in a pub sans anchor or for that sake anybody. Though it turned out to be a bland affair with continuous play of ads one after another; still it was a creativity treat to see all the winners at same time.Apple´s funny Get a mac commercials, they really ruled the roost. I have placed the Bullet ad by Amnesty international , but there is another moving Signature spot too.
Then there is amusing Smart car´s Backseat. The amazing thing of the Smart commercial was that all scenes were filmed especially for this spot with employees, their friends and families acting as the characters.
The poetic Breathe in, Breathe out for Greenpeace.
Shown at the Superbowl for BudLite, the commercial He has a BudLite. Expressing a guy point of view, it was shown brilliantly!
For Shera Ceiling Board the truely tragic Shakespearian Gecko. It infact was one of the most famous virals of last year. Another highly passed on viral that too won a lion was Happy Dent with the funny and vivid Happy Dent Palace.
And last but not least the hilarious The Breakup by Microsoft. It was shown at the Night of Lions in Germany as an opening for the sponsor of the Cyber Lions.
Nike - body by dance (Spanish)
Bullet - Execution (Amnesty International)
Dove
Created by Ogilvy. Directed by Tim Piper
Coke Happiness factory
Vaseline
Blind Students Hostel
A treat!
posted by Jas @ 1:50 AM,
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Margabi Eye Hospitals go guerilla on carrots
Sunday, March 02, 2008
To know what is best for your eyes, come to Magrabi.
These guerrilla campaigns never fail to amaze me; the latest has been by Fortune Promoseven advertising agency of Oman. Established as the first private specialized facility in the Middle East and North Africa, Magrabi has gone to become largest medical care network in Middle East. And as I have written before, the guerrilla works either to please loyalists or to create a new buzz, breaking the mental block created due to advertising noise. One must appreciate that it was a completely novel idea of using the carrots in supermart to attract one's attention to eye care. Carrots, known well for its high Vit A content are taken to be best natural source for healthy eyesight. But to comment on ad's effectiveness I would like to know about the class to which the store was catering to. Point is that guerilla campaign has to be very customer specific. The place of execution should be one where you will find lot of intended customers. Now to define the intended customers for a private eye hospital, I would say that it has to be SEC A and B; with disposable income high enough to take care of normal family expenses. As Maslow pointed out, your basic needs need to be taken care of before you delve in these issues present on higher side of ladder.
At the same time I feel that the campaign could have been more vocal. Just asking one to come to hospital for knowing what is good for eyes may not move one to go for a check up or catch information from doctors, who are anyway busy enough to sit with you and discuss the good, bad and ugly stuff for eyes! They could have offered a free eye check up or could have arranged for an eye camp and advertised for it. We must not forget that a normal healthy person would not ideally want to gofor check up as there is a kind of cognitive dissonance there, its not the desired state as we all want to be see ourselves fit and believe that bad wont happen.
Advertising Agency: Fortune Promoseven, Oman
Copywriter: Vikramaditya Maity
Illustrator: Renjith pillai
Released: November 2007
Via: Ads of the world
Labels: BTL, Guerrilla Marketing
posted by Jas @ 4:15 AM,
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