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It is a unique advertisement directed by Grey, India for Cancer, Patients Aid Association, within the category: Public Interest, NGO. This advertisement is distinct from the other pieces of ad because the medium that they used is a survey form which it takes more advantages to draw attention from smokers effectively. In order to raise awareness of facing cancer in very high risk, the agency makes the smokers knowing their actions will actually bring illness to themselves. The interviewer first thought it was a normal cigarette manufacturer’s survey form but after they handed in the form, the powerful twist is to show their medical report underneath the form. This is a smart and genuine move to strengthen up the message regarding how smoking kill one for real. However, the influence of this ad will only be studied on the respondents as they were directed personally while non-smokers or other smokers who did not take the survey still have no idea about what is happening. Thus, the effort of making awareness about facing cancer among smokers did not appear to have well responding. 

Reference:

http://www.adsoftheworld.com/media/direct/cancer_patients_aid_association_smokers_survey

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When I first read it, I was thinking what’s wrong with the McDonalds to make them being so offensive. It was a very effective and powerful headline because of the nature in which we stimulate the mind. Majority of viewers will feel irritated as the headline was written definitely racist by not hiring any of these people from different races.  But the paragraph at bottom says,  “Nor Swedes, South Koreans or Norwegians. We hire individuals. We don’t care what your surname is. Because ambition and determination have nothing to do with your nationality. McDonalds is one of the most integrated companies in Sweden, with as many as ninety-five nationalities working for us. Join us at mcdonalds.se”. Viewers only realized the advertisement has fooled them by giving a surprise turn without changing the tone. This is very strong message that hits right where it hurts. This is such a brilliant and creative ad in the way they bring up the most sensitive topics and McDonald’s can go badly wrong at the same time when someone took the wrong message from their advantage. A different approach after the word Peruvians, they are saying “ We hire individuals” as people will instantly understand the meaning behind the ad and will not get wrong with McDonald’s.  

References :

https://www.adsoftheworld.com/media/print/mcdonalds_individuals

http://foolsofrandomness.blogspot.my/2013/02/weekly-advertising-analysis-mcdonalds.html

 http://sites.psu.edu/anderson/2012/10/10/is-mcdonalds-racist/

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In year 2012, a New York-based advertising agency Pereira & O’Dell has created a series of whimsical print ads for the classic toy company, Lego. It is a company that has fostered imagination, invention and creativity for over the 60 years. They have own a traditional that will always bring up visuals or characters to show case their skills and creative thoughts but not this time. They had taken a big step apart from their previous ads, playing with imagination only in words. The four consecutive-page series with long copies and minimal imagery, featured a Lego brick on each page and imaginative scenario from what kids see from a little brick. The kerning effect  contrasted with tracking allow the reader to keep the reader stay involved in the story. The final ad featured a yellow brick with blank notepad lines and a tagline “ Every Lego brick tells a story. Build yours.”

It is an all or nothing, love it or hate it ad series. Some people could walk by and never notice them at all because that’s what they feel boring, unattractive and totally being an extremely lazy idea.  Despite of the negative comment from vast majority when the series was released, the agency still deserved a big applause  for making such a brilliant and brave attempt aside from the a typical Lego ad.

References:

https://www.adsoftheworld.com/media/print/lego_yellow_brick

http://designtaxi.com/news/351363/In-Latest-Ad-Series-LEGO-Leaves-It-To-Your-Imagination/

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The Peninsula Hotels group established in 1928. They have a unique identity among the world’s leading hotels and now operate prestigious luxury properties in ten major cities.  

Few years ago, a series of print ads had been introduced to worldwide on behalf the Peninsula Group. The name of the campaign is “Stay Well’ while this print ad is about “stay in the moment”. Incredible, is a word that I would use to describe these ads. I have never been to the city of Chicago and so do the luxurious hotel they own. I was merely heard the name of the brand but when the moment I saw the advertisement, it gave me a sense of intimacy like we were familiar with each other for a long period. 

The copy writing, questioning something that had already existed, our home. They are welcoming us into the place they set as a warm, romantic and comfortable land with open arms. Apparently, there was not some breathtaking photos or exacting specification of words yet the compelling composition of visual and phrases had grabbed my attention in the first place.

People wouldn’t know either the rate of their service or design of the hotel itself until they research on them. Therefore, the Peninsula group built an intimate communication among guests and themselves, welcoming people out there to stay at the hotel like where they belonged. 

 References :

http://smartflyer.com/blog/2016/07/07/peninsula-hotels-simon-yip/

https://www.adforum.com/creative-work/ad/player/21364/stay-focused/peninsula-hotels

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The Van Gogh Bnb project was created to promote “Van Gogh’s Bedroom”, an exhibition held by Art Institute of Chicago and through a partnership with Airbnb. People can just pay a few dollars to spend a night inside Van Gogh’s room, bringing themselves closer to the artist than ever before. 

Indeed, people want to have an intimate connection with brands. An approachable brand can easily build trust and conversations with their average customer. The Van Gogh piece is so successful because when someone wants to have an intimate connection with another they will just sleepover his/her house just like how relationships work. Literally, we can all be friends with Van Gogh now as he hosted his room to the world. 

As a result of the Van Gogh Bnb campaign, average daily attendance at the Art Institute is Chicago for the opening was almost 70% higher than anticipated and they had 250% spike in online ticket sales. 

Reference from

https://www.dandad.org/awards/professional/2016/art-direction/25610/van-gogh-bnb/

https://www.targetinternet.com/digital-marketing-case-study-airbnbs-van-gogh-bnb-collaboration/

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“Dumb ways to die” is a campaign by Melbourne Metro Trains since year 2012, promoting rail safety among the passengers. They didn’t want some typical educational public service ad at the first place so McCann decided to go down the ideas of entertainment, producing a song with hilarious lyrics to underline the message that everyone has be mindful around trains because hit by a train is one of the dumbest way to die.

I remember when I first saw the music video, that super cute characters and cheesy lyrics of the song got stuck in my head. The song was repeated and repeated. Later on, a free smartphone game followed after the song being introduced and it was definitely the most viral entertainment at that time. Indeed, DWTD campaign was getting more and more popular aside from English-speaking market. The power of influence from DWTD advertisng had spread all over the world as it can be seen on most of the social medias. Kids nowadays are smarter than you think. It is not going to be work if someone keeps telling them “do not do this, do not do that” unless there’s something grabbed their attention and showing sense of humor in some extent. Thus, by reason of its shareability to be viral, Metro Trains had successfully built a connection and  interacted with the “Generation Y” high-efficiently in results.

All told, the music video which shows animated characters dying in amusing circumstances has already hit 50 million of Youtube views, over 3.2m shares on Facebook and been retweeted over 100,000 times on Twitter. This campaign earned approximately 60 million in media impressions and became the third most viral ad of all time.

Do you think this campaign work on promoting rail safety in anyway? 

Yes, they did. A 21% reduction in railway accidents followed by the campaign had been recorded. Honestly, that is not solid proof of the effectiveness of the campaign but it clearly brought enough surprises and impact to the audience.

Reference from

http://www.best-marketing.eu/case-study-metro-trains-dumb-ways-to-die/

http://mccann.com.au/project/dumb-ways-to-die/

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There’s a story about Evan. He wrote on a table in library. Someone made a response. Evan kept finding her until they met. Suddenly, gun shots around them. 

Sandy Hook Promise is a non-profit founded by family members of victims of the Sandy Hook Elementary shooting at December 14,2012. The organization launched their no cost “Know the Signs” programs, which seek to prevent gun violence before it occurs.  

They had produced few commercials in cooperation with BBDO to raise awareness about gun violence happened within school campuses and involved children also teenagers under age18. I recommend “Evan” the video the most because I was stunned at the end of the story. When it started to rewind the scenes, ain’t nobody (I guess) could have noticed all the hints and clues that had been given. We all been fooled by the screenplay apparently but tragedy has always occurred exactly in that same way. Man choose to see and hear about what they had anticipated despite themselves knowledge something unusual most of the time. 

A very well directed video... it gives me goose bumps after watching it twice. 

Sandy Hook Promise- http://www.sandyhookpromise.org/

BBDO “Evan”- https://bbdo.com/work/58470c87f1e61d5d44d16b23

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“Checked it before it’s removed.” DDB Berlin had published  a series of pictures of 17 women baring their breasts on International Women’s Day 2016. They posted and shared the pictures on Facebook and Instagram instantly despite of the censorship from the social medias. That is such a intelligent idea as every users who saw the posts will check into it then share through platforms instantly before its been removed. That’s how they approached the target audience ,creating the title by the same way.

Instead of giving shades of knowledge about breast cancer, DDB Berlin chose to showcase the vital visions --- 17  women’s breasts in order to advocate young females doing self check ups and ensure the breast checking methods have been educated in a right way.

Most of us think that breast is a private part of body that is unavailable to be shown, hiding behind bras all the time. We as a human are responsible for taking care our bodies regardless of how unnecessary you thought it was.

 I was glad to learn from an advertisement. Creative thinking and socializing format to raise awareness of breast cancer and the importance of doing check ups regularly as well. Heroes love themselves ! :)

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Kitkat has always be the first brand that comes into my mind whenever one said chocolate bar. Why? Because it’s KitKat. 

The word “break” is their vital ingredient and they frequently play with it, turning the bars into something unexpected but sometimes ordinary.

Lack of impact is the result from showcasing a fist with colorful wristbands. I can see their attempt to deliver messages regarding a few people’s demonstration and political movements happening around the world. Unfortunately, it’s not happening to me. Men’s mindset might change differently because of the period of time and so a graphic should be ended in several kind of reactions. By this time, I feel bored. If I’ve seen this during the time of presidential election in U.S. it will be something catchy.

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Two stunning yet creepy advertisements featuring Malaysian stars had been brought out by brand Dairy Champ under the condensed and evaporated milk category. Malaysian would usually add them into “teh tarik” and “ice kacang” as a sweetening use. 

Dairy Champ had launched their 2017 campaign coming with slogan “Mestilah (Of course)”. Datuk David Arumugam, a local singer familiar with his afro hairstyle and Datuk Vida, an multimillionaire entrepreneur owning beauty and healthcare products had been chosen to resembling two main products from Dairy Champ.

As a Malaysian but non-teh tarik drinker, I feel disappointed on it. How is a extremely frothy teh tarik gonna benefits to the consumers ? I’ve never heard my father or anyone would ask a waiter and say “Give me a teh tarik with fluffy bubbles please.” Only God knows does Mr Arumuganm love drinking teh tarik with evaporated milk or not. He is a old-fashioned singer, titled himself with a bloody afro hair and nothing to do with milk. 

I’d nearly got an heart attack when the first time I saw that ads with pinky ice kacang... or a head. Really ? A strong business women with pouring evaporated creamer on her cut-out head pretended as a clown ?? This is worse... Goose bumps raised whenever I look into it. I mean, there must be a reason making Dato Seri Vida into this evaporated creamer campaign. Apparently, I don’t get a clue about her connection to Dairy Champ. It does not have the communication in the right way.

“Mestilah.” Tapi abang, mestilah ape ? Mestilah kena takut ? 

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就这样 by 李荣浩