Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Technology and creativity are often at loggerheads in advertising. More often than not, tech has been the preserve of the ad targeting crowd. But more examples are happening when technology is used as a critical tool in creativity.
Grey Spain has shown the way with a campaign for Aid to Children and Adolescents at Risk Foundation to raise awareness of child abuse. The brief for the campaign was to speak both to adults and children — no easy feat. Grey used a “lenticular top layer” to create outdoor ads that changed based on the perspective you were viewing them from. This allowed for an execution that shows a sad child image to those over 4’ 5” while those under that height see bruises on the child’s face. Adults see copy reading, “Sometimes, child abuse is only visible to the child suffering it.” Children see, “If somebody hurts you, phone us and we’ll help you.” This allows the child to see the message even when accompanied by his abuser.
It’s a powerful message that’s enabled by technology, rather than overwhelmed by it. The evidence is in the Youtube case study of it, which has already been viewed more than 3.5 million times since it was uploaded on April 24. (Via Gizmodo)
More in Marketing
Future of Marketing Briefing: The tells and flops that will define Omnicom-IPG mega holdco
The real story will sit in how this newly fused entity behaves — whether it breaks from the patterns that defined both parents or simply scales them.
In Graphic Detail: CMOs at a crossroads of power and proof
CMOs are closing out another year defined by churn and shifting ground.
As Black Friday nears, fake apologies from brands are all over Instagram
Brands have taken to social media in advance of Bliack Friday to ask followers for forgiveness. The catch: They’re apologizing for their products being too good.