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L E S L I E LAU
EDITORS LETTER Best advertising ideas, icons and images. Among all the advertisings of all time, what kind of advertising is the best & smartest ads? In this magazine’s opinion, that’s the "fun, engaging“ kind of ads which can spur people to action. After all, that’s the ultimate goal of advertising.
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CONTENTS
DUMP WAYS TO DIE.
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METRO
10 MUSIC. SEE WHAT IT’S MADE OF. BILLBOARD
EVOLUTION. DOVE
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Dumb Ways to Die Cannes — A public service campaign with an unusual "Dumb Ways to Die" theme won two of the four top honors on the first awards day at the Cannes Lions International Festival of Creativity. The safety campaign for Metro Trains in Melbourne features animated blobs that die in very odd ways, such as swimming with piranhas or poking a bear with a stick. The campaign message: Of all the stupid ways to die, acting unsafely around trains is the most insane.
It was created by advertising firm McCann Melbourne and won the Grand Prix award in both the public relations and direct marketing categories. It was also a top contender for the Grand Prix in the promotional and activation category — ads that spur people to action. It missed out on that top award but won a gold Lion, as the trophies are called. Dumb Ways to Die is "fun, engaging" and "a clear winner," said David Gallagher, CEO of Ketchum Europe and president of the PR Jury.
The campaign message:
Of all the stupid ways to die, acting unsafely around trains is the most insane.
As for the Dumb Ways to Die campaign, it not only resonated with festival judges, it also has been well received by audiences across the world since it launched in November with a three-minute video. The YouTube video has reaped nearly 50 million views. Its catchy "Dumb Ways to Die" jingle is popular on iTunes, kids sing it in school and guitar players post their versions on YouTube. The campaign "captured the attention of the
world,“ said Mark Tutssel, worldwide chief creative officer at ad firm Leo Burnett, who is president of the direct marketing jury. Rail-related accidents were down 20% after the first three months of the campaign, McCann says. About a million people have clicked a button on DumbWaysToDie.com that says they agreed to this pledge: "I solemnly swear not to do dumb stuff around trains."
Dove: decrypt women, "Evolution" won huge success As an important part "there is no doubt that of Unilever's Dove "real our sense of beauty is distorted." This beauty campaign", interesting and catchy "Evolution" series video accurately network video won huge success the time it informed conveys the concept of the brand was launched . "natural beauty" to the In 2007, the "Evolution" 1-minute ad, public . In 2007 at the Cannes viewers will see a not photogenic face turned International into a divinely beautiful Advertising Festival, supermodel on highway "Evolution" won three billboards with the help Grand Prix awards. After two months of its of makeup artists, launch, Dove United photographers and Photoshop software. Af States sales rose 600%; six months later, sales in the last frames of the Europe rose by700%. advertising wrote:
This fun, eye-catching video, which is transmitted across the network, caused strongly interact from the consumers. "This video makes me feel good about myself by a factor of 100 times! "One woman wrote on the internet. They spontaneous spreading the film like crazy and discussed with friends what true beauty is. It has turned out to be an effective promotion for the brand, Dove. And there is no media delivery costs at all.
This fun, eye-catching video, which is transmitted across the network, caused strongly interact from the consumers. "This video makes me feel good about myself by a factor of 100 times! "One woman wrote on the internet. They spontaneous spreading the film like crazy and discussed with friends what true beauty is. It has turned out to be an effective promotion for the brand, Dove. And there is no media delivery costs at all.
Billboard ——Music. See what it's made of. Billboard, the music portraits were actually made up of millions of industry’s bible, was entering the Brazilian smaller images of the market for the first time artists who inspired the and wanted to strike a featured musician. Taking the concept chord with the country’s music lovers. one step further, the campaign’s interactive It showed how Billboard understands experience let music music not simply on a lovers create and share surface level, but deep portraits of themselves, made up of their down to its core, by revealing the influences favorite artists. of some of the world’s By allowing Brazilian most loved musicians. music fans to “see what BBDO created huge music’s made of,” portraits of well known Billboard garnered an incredible amount of artists like Marilyn buzz and acclaim, while Manson, Bono, and Lady Gaga. Upon closer laying the groundwork inspection, viewers saw for a widely successful market entry. these
21% Kiss, 27% Ozzy, 18% The Cure, 34% Cher