Ad of the Day: October 14 (Sao Paulo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: F/Nazca Saatchi & Saatchi
  • Location: Sao Paulo
  • Client: Leica
  • Name: 100
  • Category: Film
  • Why I like it: There’s a lot to be said for knowing yourself. Say you’re a niche brand, with a solid connection to a niche target. Do you devise a generalist strategy to reach a broader group and expand your sales prospects…or do you double down on your narrow target? Both are valid, actually, as long as they’re done well. Here Leica chose the latter path…and executed the hell out of it. A visual photography quiz for serious photography buffs (how many did you recognize?), the way it’s choreographed and shot presents a unique, entertaining spin on the historical. And the best part? By being so uncompromisingly specific in their outreach to their target, they managed to produce excellent content, and excellent content has a way of spreading (it’s what Coke calls a “liquid” idea.) So your reach actually goes beyond what you expected. A nifty little trick!


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