刘昕彤 ad1101 20111304349 2
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Transcript of 刘昕彤 ad1101 20111304349 2
EDITOR
L E S L I E LAU
3
EDITORS LETTER
Best advertising ideas, icons and images.
Among all the advertisings of all time, what kind of advertising
is the best & smartest ads?
In this magazine’s opinion,
that’s the "fun, engaging“
kind of ads which can spur people
to action. After all,
that’s the ultimate goal of
advertising.
#
BE
ST
I
DE
AS
E
VE
R
CONTENTS
DUMP WAYS TO
DIE.
METRO
EVOLUTION.
DOVE
MUSIC. SEE
WHAT IT’S MADE OF.
BILLBOARD
6
10
12
Dumb
Ways
to Die
Cannes — A public
service campaign with
an unusual "Dumb
Ways to Die" theme
won two of the four top
honors on the first
awards day at the
Cannes Lions
International Festival of
Creativity.
The safety campaign
for Metro Trains in
Melbourne features
animated blobs that die
in very odd ways, such
as swimming with
piranhas or poking a
bear with a stick. The
campaign message: Of
all the stupid ways to
die, acting unsafely
around trains is the
most insane.
It was created by
advertising firm
McCann Melbourne and
won the Grand Prix
award in both the public
relations and direct
marketing categories. It
was also a top
contender for the Grand
Prix in the promotional
and activation
category — ads that
spur people to action. It
missed out on that top
award but won a gold
Lion, as the trophies
are called.
Dumb Ways to Die is
"fun, engaging" and "a
clear winner," said
David Gallagher, CEO
of Ketchum Europe and
president of the PR Jury.
The campaign message:
Of all the stupid ways to die,
acting unsafely around trains is the most insane.
As for the Dumb Ways to Die campaign, it not only resonated with festival judges, it also has been well received by audiences across the world since it launched in November with a three-minute video. The YouTube video has reaped nearly 50 million views. Its catchy "Dumb Ways to Die" jingle is popular on iTunes, kids sing it in school and guitar players post their versions on YouTube. The campaign "captured the attention of the
world,“ said Mark Tutssel, worldwide chief creative officer at ad firm Leo Burnett, who is president of the direct marketing jury. Rail-related accidents were down 20% after the first three months of the campaign, McCann says. About a million people have clicked a button on DumbWaysToDie.com that says they agreed to this pledge: "I solemnly swear not to do dumb stuff around trains."
Dove: decrypt women, "Evolution" won huge success As an important part of Unilever's Dove "real beauty campaign", "Evolution" series network video won huge success the time it was launched . In 2007, the "Evolution" 1-minute ad, viewers will see a not photogenic face turned into a divinely beautiful supermodel on highway billboards with the help of makeup artists, photographers and Photoshop software. Af the last frames of the advertising wrote:
"there is no doubt that our sense of beauty is distorted." This interesting and catchy video accurately informed conveys the concept of the brand "natural beauty" to the public . In 2007 at the Cannes International Advertising Festival, "Evolution" won three Grand Prix awards. After two months of its launch, Dove United States sales rose 600%; six months later, sales in Europe rose by700%.
This fun, eye-catching video, which is transmitted across the network, caused strongly interact from the consumers. "This video makes me feel good about myself by a factor of 100 times! "One woman wrote on the internet. They spontaneous spreading the film like crazy and discussed with friends what true beauty is. It has turned out to be an effective promotion for the brand, Dove. And there is no media delivery costs at all.
This fun, eye-catching video, which is transmitted across the network, caused strongly interact from the consumers. "This video makes me feel good about myself by a factor of 100 times! "One woman wrote on the internet. They spontaneous spreading the film like crazy and discussed with friends what true beauty is. It has turned out to be an effective promotion for the brand, Dove. And there is no media delivery costs at all.
Billboard ——Music. See what it's made of. Billboard, the music industry’s bible, was entering the Brazilian market for the first time and wanted to strike a chord with the country’s music lovers. It showed how Billboard understands music not simply on a surface level, but deep down to its core, by revealing the influences of some of the world’s most loved musicians. BBDO created huge portraits of well known artists like Marilyn Manson, Bono, and Lady Gaga. Upon closer inspection, viewers saw these
portraits were actually made up of millions of smaller images of the artists who inspired the featured musician. Taking the concept one step further, the campaign’s interactive experience let music lovers create and share portraits of themselves, made up of their favorite artists. By allowing Brazilian music fans to “see what music’s made of,” Billboard garnered an incredible amount of buzz and acclaim, while laying the groundwork for a widely successful market entry.
21% Kiss, 27% Ozzy, 18% The Cure, 34% Cher