Adobe Experience Cloud, #Dreamvention and more: creative ideas of the week

Commercial messages, TV spots, outdoor, web-only films, print ads… are everywhere, but only a handful are memorable. A round up of creative ideas which caught my eye over the last week: Adobe Experience Cloud , Frito Lay’s #Dreamvention and more:

Adobe Experience Cloud: The Heist

Adobe Marketing Cloud highlighted the pitfalls of not using their platform in a series of ads over the past few years. Some of them were hilarious and drove home the point powerfully. But apparently, the marketing team felt that it was time to focus on the positives of using the platform rather than highlighting the negatives of not doing so. I guess there is no right or wrong approach – just different ones. The earlier set of ads conveyed that not having the right customer data and just winging it will be disastrous for business. I guess evolved marketers would get that. The latest ad suggests the kind of benefits that could accrue to a business from having customer data.

Agency: Goodby Silverstein & Partners

Samsonite: We carry the world

This campaign for Samsonite is visually different from those often seen in the category. It highlights the lifestyle and profession of likely users by clubbing them as ‘creators’, ‘innovators’ and so on. It does not, however highlight the product features and provide a reason why to buy the variants or the range anchored on them. To that it is applicable to any brand of suitcase not just Samsonite. What say?

Agency: Connelly Partners, Boston, USA

National Canadian Film Day 150

The objective? Convey that the movies being screened at Reel Canada’s National Canadian Film Day 150 are fantastic. What best way to do it than hear it from The Woman Who Can’t Lie or The Man Who Was Always Late? The films works because of the writing, casting and


Agency: Leo Burnett, Toronto

Frito-Lay: Dreamvention

The films for this consumer promotion called Dreamvention may be straight forward and direct. But what I liked about this promotion was that it encourages and rewards creativity among kids. And the best thing – it is not linked to purchase.

The winners, as chosen by a jury will stand a chance for their product to be brought to life by a product development firm.

Agency: The Marketing Arm, USA

Which ones worked for you? Do comment in.

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