INNOVATIVE CAMPAIGNS

Looking through campaigns from past to present was a really interesting experience and how they have developed with the consumer. It was also a learning curve for me as a consumer myself to see, specifically the adverts separately as individual rather than a number of them running in between our programmes on TV Screens. Let's face it, the majority of the time I know I subconsciously slip through them or end up in the kitchen making a cup of tea.

THE PAST. - 'always being positive'

VW Beetle, the 1959 Think Small series of adverts were voted the number 1 campaign of all time. 

They understood that simply showing adverts of the products on the TV wasn't going to make them jump from their seat and go and buy one so they devised a strategy to keep customers by creating a nurturing them as brand embassadors rather than wasting their time with people who may be uninterested by the product.

Levi's Launderette - created in the 1950s, it was exactly niche to what the decade was about - sex and rock 'n roll. I love the fact that it threads in the 1950s vibe, it's showing how a brand can influence that 'trend' and create it in their own, unique way. 

Skipping ahead a few decades to 2005 and my, is this an advert that defiantly puts creativity to it's potential. Sony advertising the new 'Bravia' TV combines film and cinematography in this encapsulating advert which captures an evoking message through emotion, colour and brand but NOT through display of their product. (excuse the beginning)

Honda Cog 2010 - 'The power of dreams' this advert was created in a six month period and went live after ONLY two single takes!!! This advert is very whimsical and effective in the way that they've given you the opportunity to look at the structure and mechanics behind the car. It is obviously very creative in how they've made it like a 'mouse trap' adventure and kept you attentive throughout the whole of the advert, right up until the final product is displayed.

THE PRESENT. 

Skittles, Sweet company - An interactive advert for youtube only which allows you to 'touch the rainbow'. It follows on from TV commercial about a boy touching all of his Grandmother's items in her house and them simply turning into thousands of skittles spilling everywhere. This advert is allowing the consumer to have a physical awareness of the product and creating an experience they wont forget which in turn may allow them to remember this and therefore buy skittles.

Venables Bell & Partner paired up with eBay, allowing people to donate toys from Toys-For-Tots by installing the eBay app on your smartphone and then going to an interactive storefront and scanning the item in your phone to pay for it. The display in the window is touch-able, allowing you to create your own atmosphere within the store front. It is also animated, giving a child-hood feel for the mature consumer.

THE FUTURE.

What is there in the future for campaigns.... will it be even more interactive, with a 3D display projecting outside the screen? or will it go back to the past of being about informing the customer and not necessarily finding ways of getting the consumer to buy it through the advert?