In 1968, David Ogilvy wrote a letter that was distributed at New York's Grand Central Station to help raise money for an African-American college fund. The opening line asked readers to look out of the train window when they reached 108th Street. Seeing with their own eyes the homes of the impoverished black students, they donated $26,000 in one evening. A simple idea that proved incredibly powerful. And an inspiration for this blog on advertising creativity around the world.
Thursday, April 12, 2012
No grizzling about this bear: ingenious creative for Tipp Ex from Buzzman
The creative in this campaign is truly breathtaking. It's hard to know where to start in terms of the number of boxes it ticks.
First of all, there's the sheer breadth of ambition. So many different videos set in so many different timezones. Second, we have the interactivity. Many brands believe they are doing social media simply by making use of video sharing sites such as YouTube or banging a page up on Facebook. Here, the aim is to 'gamify' the social experience, so that people have fun playing with the videos rather than simply playing them. Last, but by no means least, there's the relationship back to the product. They avoid a sledgehammer approach, but they don't ignore the fact that there's a commercial purpose to the communication.
The thinkers at French interactive shop Buzzman certainly know how to erase the creative competition.
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