Ad of the Day: October 28 (New York)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: N/A
  • Location: New York
  • Client: NYC & Company
  • Name: See Your City
  • Category: Print/OOH
  • Why I like it: Another wonderful example of the “if a print ad looks so amazing that you would happily frame it and hang it in your living room wall…that’s a good thing” rule. This series of ads mix charming layouts with playful copy, and the result is a poster that lures you in and gets the point across effectively. And notice that the vintage look gives it a touch of class without sacrificing modern trappings like urls and multiple logos. Crisp, colorful, and extremely well done.

 

Ad of the Day: October 23 (New York)

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Today’s pick:

  • Agency: Colossal Media
  • Location: New York
  • Client: Perrier
  • Name: Inspired by street art
  • Category: packaging/web film/ooh
  • Why I like it: It’s a great time to be in this business, especially for those with an ambitious, creative, action-oriented mindset. It used to be that packaging design, outdoor, street art, on-site activations and film were all completely separate items within a broader “creative industry” umbrella, for good and sensible reasons. And to most marketers, they still are. But to companies with a progressive mindset, it doesn’t have to be this way. Take a look at what Perrier has done – on the surface it’s a limited edition label re-design which you (hopefully) will notice when you see it on the shelf. But dig a little deeper and a whole program emerges which multiplies the opportunities for consumer engagement (have a look at the other videos to see what else they did), and puts the brand right at the core of a global, urban creativity design movement. Fantastique.

 

Ad of the Day: October 17 (Nairobi)

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Today’s pick:

  • Agency: Ogilvy
  • Location: Nairobi
  • Client: Sprite
  • Name: Bill the Billboard
  • Category: OOH
  • Why I like it: This is the first time I’ve seen an outdoor board that truly comes “alive” with a distinct personality of its own. The key here is what this does for the brand: instead of showing you “cool” and hoping you’ll associate it with the brand…the brand (speaking through the billboard) acts coolinstead of urging bystanders to “obey you”, it obeys its own instinct. It’s the old “show me, don’t tell me” maxium. Bill Board speaks with a casual, easy confidence that does more to convey the brand’s emotional benefit than hundreds of refreshing visuals of “cool urban teens on skateboards”. Fantastic. Big congratulations to my Ogilvy colleagues in Nairobi for the first ever Ad of the Day from Kenya!

 

Ad of the Day – May 29 (Buenos Aires)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: DDB
  • Location: Buenos Aires
  • Client: VW
  • Name: Park Assist
  • Category: Print
  • Why I like it: A couple of days ago I wrote about this two-tiered approach to print advertising, and here’s another nice example. You hook them with a wonderful visual, but you don’t give it all away. You make the reader work for it…and then you deliver the goods, with clarity and simplicity. It’s a risky approach, and it needs to be executed flawlessly: The hook must really hook, and the payoff has to reward the extra effort. This campaign from Argentina brought a smile to my face. The visual is familiar and yet very interesting in its use of detail, color and shape. And the payoff? I admit to some doubts about the logic behind it…but it closes the loop well enough, (and with admirable restraint and simplicity – being classy counts!). Congrats to the crew at DDB Argentina for pulling this one-off.

Ad of the Day – May 6 (Hamburg)

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Today’s pick:

  • Agency: Thjnk AG
  • Location: Hamburg
  • Client: IKEA
  • Name: Family Tree
  • Category: Print/OOH
  • Why I like it: What a wonderful set of ads, combining 4 pillars of great print advertising: 1) Idea: A captivating way of telling a story about the ubiquitous role IKEA has played in our lives for years, decades, and in some cases generations. 2) Art direction: this is the kind of visual hook that is almost impossible not to fall for, and the structure is such that there is a clear beginning point at the top…leading inexorably to a delightful twist at the bottom. 3)Copywriting: in our very visual era, most good advertising is capped by a solid line, and the double meaning in those one (both deep and cheeky) doesn’t disappoint. 4) Last but definitely not least, Product: It’s not an ad unless the product is credible integrated in some form. In this case, the product if front and center, amplifying and building the story, not competing with it. So simple to describe, so hard to pull off!

Ad of the Day – April 4 (Alicante)

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Today’s pick:

  • Agency: Imaginarte
  • Location: Alicante, Spain
  • Client: Diesel Footwear
  • Name: Only the Brave
  • Category: Print
  • Why I like it: Fashion advertising is a bit of a different bird, often operating under a slightly different set of “rules”. But this one caught my eye in a big way: it’s a delightfully simple distillation of the few elements that make a strong print ad. 1. Art direction: the color palette, the cross formed between the leg and the headline bar, the sense of motion implied by the angle of the shoe, and more stuff that I don’t have the training to describe. Very simple, and all in service of the idea and the product. 2. Copywriting: Long form copy has become exceedingly rare in today’s short attention span world. But words make a difference. Only the brave…only the brave what? It’s a question…a provocation…an invitation…a quizzical link to the visual…all of the above. And very much linked to what the brand stand for. 3. Idea: Remove the cupcake and you’ve got no idea, just a product shot. Quite boring. But this visual has intrigue in it, it stops you on your tracks. Will it be smashed, won’t it? There’s a tension here, a story formed by the visual and the tagline, that makes the ad really work. 4. Brand/product: All of the above is first a hook to get you interested, and then a very subtle funnel, leading your eye and mind to a focus point on the shoe at the center of the page. It looks great. I want it! You’re selling an attitude, a mystery, a tension, a style…but at the end of the day, never forget that you’re also selling a shoe. “We sell, or else!

 

Ad of the Day – March 19 (Moscow)

Your daily dose of advertising awesomeness from around the world!

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I can’t embed the video, make sure you click here to go see it

Today’s pick:

  • Agency: Good
  • Location: Moscow
  • Client: S7 Airlines
  • Name: Peace (Kiev – Moscow)
  • Category: Outdoor/Print
  • Why I like it: I don’t want to overreact, but this could well be the best outdoor/print ad I will share with you all year. It has very similar elements to CokeHands, which won about every award there is. So, really, I’m in awe. Why do I love it so? A brave point of view on a deeply relevant, life-or-death topic. Beautiful graphical simplicity. Instant comprehension. Co-opting a timeless icon (peace sign)…and seamlessly weaving it with the brand (airplane and green color) so as to create a new one, undiluted in power and message. And importantly, it’s a message that ennobles both the brand and our profession. Absolutely stunning.

Ad of the Day – March 7 (Stockholm)

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Today’s pick:

  • Agency: Akestam Holst
  • Location: Stockholm
  • Client: Apotek (hair products)
  • Name: TSubway
  • Category: OOH
  • Why I like it: “OOH” paints a very clear picture in the mind, normally a rectangular billboard or poster. But the most creative examples of the medium almost always find a way to break this boundary. They transcend the presumed physical limitations and interact with the surroundings and the consumer (often engaging multiple senses.) This one from Sweden might feel a little bit like a gimmicky or one-off at first glance, but it’s actually rock solid: perfect integration of the brand, the product benefit, the physical environment, and with an impossible to miss interactive hook. In a couple of years this will be commonplace…giving creatives yet another way to bring an idea to life. Have a good weekend, everyone.

Ad of the Day – February 28 (Hamburg)

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Today’s pick:

  • Agency: Jung von Matt
  • Location: Hamburg
  • Client: OBI (home improvement chain)
  • Name: Renovated Billboards
  • Category: OOH/Ambient
  • Why I like it: This is quite genius. A sublime integration of message, medium, brand, end-benefit…it’s all there in a way that is exceedingly rare (the only other example that comes to mind is the “smarter cities” effort by IBM/Ogilvy Paris, and that one won a Cannes Grand Prix in outdoor!)  Try and ignore the case video, which manages to say in 90 seconds what should be said in far less. Focus instead of the boundary-breaking thinking that is behind this…taking limits and crushing past them, redefining what the medium is and how it comes to life. Great work, and impossible to ignore. 

Ad of the Day – December 11 (Istanbul)

Your daily dose of advertising awesomeness from around the world!

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selpak2_aotw  selpak3_aotw

Today’s pick:

  • Agency: TBWA
  • Location: Istanbul
  • Client: Selpak tissues
  • Name: Son, Best Friend, Lottery
  • Category: Print/OOH
  • Why I like it: Argh! This goes right onto the list of “why didn’t we think of this???” Completely charming, and awesome in how simple the idea, writing and art direction are. And yet…it’s deceptively simple…there is lots under the hood on this one. The flowchart layout takes your attention on a journey and doesn’t let go…I think our brains are incapable of not following through from top to bottom…and then starting over to see what the others routes say. You just have to do it. By the time you’re done, the ad has communicated the product benefit, has conveyed product versatility, has entertained, maybe caused a smile…and has planted a seed that might flourish next time you’re shopping for tissues (if you happen to be in Turkey!). Nicely done.