Posted on by THE HAMMER
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Editor’s Note: Fog of War upends marketing
30 Sep
Whether we like it or not, the catastrophes in the Middle East are uppermost in the minds of everyone.
How does the fog of war affect the business of marketing, you ask? Well, marketing is about winning minds and hearts, and you can’t do that without merging with reality.
Brands that ignore this zeitgeist will find themselves talking to themselves.
Those that seek “Me first” attention will be greeted by a “Who you?” retort. Consumers are putting on more filters as they navigate through an overhyped content minefield.
This cynicism is real.
It doesn’t help that bad news, and most times, fake news travels fast. Like a sick sort of dopamine.
Algorithms thrive on this winning formula, as they push their hidden agenda in the race for revenues.
Algorithm = Agenda.
As we enter the final quarter of the year, the mood has already changed.
It is in this time of high anxiety and apprehensions that brand authenticity has become critical. Beto Fernandez, co-founder of creative agency Activista, boasts of creating advertising for positive social change.
He tells us why thinking like an activist has never been so important. This thinking is what sparked the creation of Dove Real Beauty Sketches, the most talked about ad of all time which was viewed on YouTube over 114 million times just one month after its release.
“We did something radically different; calling in an FBI-trained forensic artist to draw women describing their appearance versus how a stranger would describe them.”
The result was the creation of a powerful and emotional campaign that gave a compelling insight into women’s selfperception.
The short film won 19 Cannes Lions including the Titanium Grand Prix.
His advice is to “Make Acts not Ads. Don’t just tell the story. Become the story.”
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
