Lock in a year of Digiday+ for 35% less.
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
Premier League gambling ban gives brand sponsors an open goal, but CMOs must still prove value
An exodus of betting brands from the Premier League means there’s a chance for marketers to bag cut-price soccer partnerships. But proving the worth of that investment is another concern.
In Graphic Detail: Why OpenAI’s ad business is still a work in progress
As OpenAI is reportedly gearing up to go public as early as September, Digiday has charted the promise, and early tensions behind its ad business.
The AI paradox: Marketers trust AI to buy media, not build brands
Some executives are wary of AI-generated creative ideas while using automated tools to brainstorm campaigns.