PETA: changing behaviour through shock value


Advertising can not just change perceptions but can change behaviour too. One of the best examples I can think of is the effort behind preventing road accidents in Melbourne, Australia for TAC by Grey Worldwide. The TAC’s campaign is reported to have contributed to saving over 10,000 lives and 100,000 serious injuries; the financial savings […]

‘Sweetie’ for Terre des Hommes: advertising as a force of good


At one level, advertising is creativity with commerce. The creative ideas developed by ad agencies help businesses drive awareness, sales and build brands. We are all familiar with ads peddling toothpaste, soaps and mundane everyday things. In doing so, advertising comes under the microscope for having to promote controversial categories like fairness creams. Advertising also […]

Coca-Cola brand activations: power of happiness proposition


Of late, there’s been a surfeit of videos for Coca-Cola which can be broadly clubbed under ‘activation’ or Promo. Most of them involve an on-ground event where consumers engage with the Coca-Cola brand directly or indirectly. Some of these activations have gone on to win awards, while many have become viral successes. All of them have […]

Salute to craftsmanship in advertising: @dandad 2014


Design and Art Direction (D&AD, formerly known as British Design & Art Direction) is a British educational charity which exists to promote excellence in design and advertising. D&AD ‘exists to stimulate, enable and award creative excellence in design and advertising’. It is a highly respected award and recognises great design beyond advertising – some of […]