The Nikon Coolpix S60 camera, launched in 2008, comes with Face Priority AF, Nikon’s face-finding technology that quickly finds and focuses on up to 12 faces in a group portrait. This award-winning print advertising campaign from Singapore provides a clever interpretation of how that feature might come in handy, with Hotel, Voyeurs and Explorer.
The quick and unexpected success of OLT Express airline in the domestic market (unfortunately it has just ended with a bunkruptcy of OLT ) forced LOT Polish Airlines, the flag carrier of Poland, to launch its first major image campaign in years. The airlines is awaiting the delivery of the brand new Boeing 787s – the so-called “Dreamliners” – and it shall be the first European airline to have these aircrafts in October 2012. The beautiful TV spot that premiered in May 2012 introduced LOT’s new brand claim: Our horizon is future. The TV and cinema campaign is supported with print campaign – the ads bear a somewhat surprising headline: The Most Modern Airline in Europe. In fact LOT has recently replaced some of its older aircrafts used for European routes and thus now it can communicate that its fleet that operates these routes is the most modern – the average age of its European fleet being below 5 years.
Redd’s – the popular fruit-flavoured beer targeted to women in Poland – has just added a new limited edition cranberry flavour to boost sales during the crucial summer season. The newly-launched Redd’s Cranberry is the 4th compliment to the standard Redd’s range which consists of: Redd’s Apple, Redd’s Sun (tropical fruit) and Red’s Red (raspberry) – the cranberry variant is packaged in black cans and thus the accompanying slogan: Black but Red. The Redd’s Cranberry launch campaign is the second installment of Redd’s new advertising format that was introduced last year under the tagline: Curiosity – the first step to Redd’s. The TV spot is a beautifully surreal dream sequence that skillfully employs the imagery associated with the famous novel Alice’s Adventures in Wonderland. The heroine is attracted by a mysterious man wearing a White Rabbit’s mask and falls down a Rabbit Hole while following him… As in the last year’s campaign, the girl is tempted to drink Redd’s beer and obviously she isn’t able to resist her curiosity. After tasting the Redd’s Cranberry a lavishly decadent party begins and the girl discovers that behind the White Rabbit mask there’s a pretty handsome guy… … Thus the brand’s promise has been nicely accomplished – the girl’s curiosity led to her first tasting of the new Redd’s Cranberry, but it may have also initiated a romance. The campaign combines TV advertising with online activities that are centered around Redd’s Facebook fanpage (over 176 000 followers) and its minisite: http://www.redds.pl.
The basic idea of the movie - is viruses can not be cured free.
A young man trying to cope with the illness through folk healers. Poultices and decoctions make a young man feel worse. Authors of advertising said that the same thing happens with our computer when we use a free antivirus program.
Every advertisement or even a newspaper
article has a target audience. In an advertisement a target audience is
essential, so the product that is being sold could be more profitable. The more
audience the advertisement has, the more profit it will make for it-self. GHD
Company is a profitable organisation that sells product and makes a profit of
the product that they have sold. The purpose of this advertisement is to sell
hair product to the intended audience and make profit out of it. Every
advertisement has a target audience, for example, diet coke’s target audience
is women, a sports bike’s target audience might be men who appreciate
motorbikes. Likewise the GHD advertisement’s target audience is women. The
target audience is women because we know that women like looking pretty and
having nice hair and this product let you “do anything with your hair”.
Imagery paints a “word picture” for an
audience that helps them to illustrate a point visually. The slogan “you can do
anything with your hair” appeals to women because they care about their hair
and how it looks like. That catchphrase will paint a picture in the audience’s
head and showing them of how beautiful they will look if they buy the product,
furthermore, the slogan “You can do anything with your hair” is printed at the
bottom right hand corner of the magazine page, so in that sense if the audience
attempt to flip the page, they will stop and look at what the page is about. On
the advertisement it says, “Mirror, mirror on the wall, who’s the fiercest of
them all?”.
AIDA
attention - The bright, original advertisement. Tale in a modern way.
interest- The product demonstrates its potential capabilities and it exceeds all expectations
desire - Buy this product and do the same hairstyle. (Be like me)
action - It is easy to order the product through the site, paying by credit card. The company offers big discounts.But a long delivery may push off a lot of people.
William
Lawson’s, the Scotch whisky owned by Bacardi-Martini, was promoted in 2000
through a Scottish reply to a New Zealand Maori haka. The TV ad begins with a
team of Scotsmen wearing only kilts, running onto a stadium to play rugby union
football. As the crowd cheers a New Zealand Maori team run on, sparking a
Mexican wave.
The Maoris
line up for the haka, the traditional dance used as a challenge for combat. As
they go through their stirring performance, the Scots stand there in their
boots, resolute. At the end of the haka, the Scotsmen produce their own
cultural challenge, silently lifting up the front of their kilts.
The Haka TV
ad won two awards, the Mondial de la Pub des Pays FraThencophones, 2001 (Silver)
for Nations Prize: Belgium, and winner in the Alcoholic Drinks section in the
Epica 2001 Awards.
The Effie
Awards of Belgium recognised the effectiveness of the Haka campaign in
establishing William Lawson’s whisky in Belgium as the drink of irreverence,
virility, authentic Scottishness, impertinence and humour. At the same time
there was no connection made between consumption of alcohol and sporting or
sexual performance.
In 2004
McCann Erickson Belgium followed up the haka ad with ‘Scottish Instinct’, set
in a hotel lobby. One of the bare chested kilted men encounters a man and a
woman, creating an effect on both as he crosses his legs. The campaign was
developed by creative director and art director Jean-Luc Walraff, directed by
Barry Myers at Michael De Wouters Production House. Account Manager was
Nathalie Marchand.
AIDA
attention: black and white color, handsome men in kilts, the haka, football
interest : the main idea - the provocative ending
desire: speaking slogan and aggressive movie present that it's a man's drink
action: This product is not essential, so unconquerable urge to buy right now will not arise.
