Stephen Fry wrote that a single human year is really three digital years. By that yardstick, 2008 was 15 digital years ago. I was intrigued to see some of the popular and award winning work from that era, if you can call it that. What won in ‘integrated advertising’ or ‘media innovation’ were largely devoid of any ‘tech inputs’. In contrast, technology (mobile phone apps, augmented reality, digital platforms etc.) is playing an increasingly vital role in advertising over the last two years. In that context, the print ads have remained ‘unchanged’ so to say – they are still visual lead ideas, supported by copy. Herewith a few:
Organic Delivery: loved the light hearted nature of the headline and how art complimented them.
Eurostar: a bit of a stretch in terms of ‘qualifying’ the price but striking nevertheless.
Swiss Fashion Outlet: brought a smile; the contrast between the setting and the upscale imagery of the category was fun.
Hornbach Home Improvement: DIY is big in European countries and homes are usually posh. Nice juxtaposition of what’s possible and the contrasting visuals.
iPod: mix your music with movies – nice integration of the product features into the creative idea. Loved the James Blunt one.
PSP: a product ‘so addictive, you’ll be engrossed in it no matter what’ is a creative route with many possibilities. These two bring out a laugh.
Rowen: a common enough proposition for the category (feel the music) but executed strikingly.
Medal of Honour: one of the many award-winnign ads from Dubai agencies (this one is from Y&R, I think). Dubai has produced many campaigns executed to global standards – an area where India perhaps is behind them.
Braun: much awarded and showcased ad, deservedly so.
Dolormin: Ouch. The idea takes a while to dawn on you perhaps? But when it does, ouch, it drives home the point.
Voltaren: it is a gel used for the relief of joint pain of osteoarthritis in the knees & ankles. The pain felt by the sufferer brought alive beautifully – where even a small chore seems like an impossible task.
Otrivin: ‘even the experts will be fooled’ kind of proposition on what happens when nose block strikes.
IWC: the classic visual pun for a water-resistant watch
Reynolds: a nice take on the ‘Before-After’ format.
Museum of Childhood: very insightful and super art direction.
Inlingua: Perfect your English and Business English – two different approaches to the same problem.
Which ones were your favourites?