(Marketingmagazine.com.my) -Before you start your week, here are three creative ads that had everyone taking a second look last week.
1. A gory campaign with heart
PETA certainly didn’t hold back on the shock factor when highlighting the cruelty of using leather goods.
Working together with Ogilvy & Mather Bangkok, the ‘Behind the Leather’ campaign, kicked off with the opening of a high-end leather goods pop-up store in the heart of Bangkok. Shiny leather bags and sexy snakeskin heels were proudly put on display to wealthy shoppers.
However when an unsuspecting shopper unzipped the purse of her choice, what greeted her was a lining of skin housing a pulsating heart.
Blood, gore and surprise, the campaign’s video below has it all, but most importantly the message it’s trying to drive is intertwined in each skin clad item in the video.
2. Reverse psychology with a fatal message
One hand on the wheel and the other texting up a storm on WhatsApp, informing your client you are 10 minutes away. Your eyes glance up and this is the message you see.
The advertiser? A funeral home.
This was the message greeted by drivers in Toronto, Canada. Outraged drivers who visited the website advertised on the billboard was faced with this note:
The hard-hitting message was by Canadian agency, John St. In an interview the agency’s managing director, Mylène Savoie, commented:
“We wanted to contribute to spreading the word about a problem that people think they’re invincible to,”
“Nobody admits it but I think everybody does it.”
3. Do not look the other way
In a clever use of the 360 video function, BBDO Russia together with “Family Matters” psychological aid center ran a video highlighting the issue of domestic violence in Russia.
The driving force behind the campaign is to warn people not to turn their back on a woman being beaten in a family. Sharing the concept of the video, Kirill Tsytkin, BBDO copywriter said:
“Our video is purposely lacking action,”
“The first second you see a woman turning her eyes from the camera and a text going out of the eyesight. You can stay with the woman or follow the text. However, whatever you choose, you’ll have to watch the video again to see the story from all sides”.
Playing with perspectives, psychology and using the element of surprise, these ads certainly got people talking last week.
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• 36 latest Marketing Case-Studies
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Venue: The Grand Ballroom, Eastin Hotel Kuala Lumpur
Time: 8.30am – 6.00pm
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APPIES Malaysia 2016 judges:
• Abdul Sani Abdul Murad – Head of Marketing, HSBC Malaysia
• Ben Mahmud – Head of Retail Marketing, Shell Malaysia Trading
• Eric Wong – Marketing Director, IBM Malaysia
• Fiona Liao – Chief Brand Officer, Prudential Assurance Malaysia
• Jasmine Lee – Chief Marketing Officer, U Mobile
• Jauhar Munir Shaikh – FVP, Brand Marketing for F&N Malaysia
• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd
• Mark Ng – ASEAN Marketing Director, Castrol
• Martin Soong – Marketing Manager, Fonterra Brands Malaysia
• Matthew Ho – Regional Marketing Director of Huawei South Pacific
• Nirinder Singh Johl – GM of Strategic Communications, Tenaga Nasional Berhad
• Noreen Sabrina – Head of Brand Communications- Malaysia Digital Economy Corporation (MDEC)
• Pan Choi Yen – GM of Marketing, WIPRO-UNZA Malaysia
• Philip Whittaker – Group Chief Marketing Officer, Themed Attractions & Resorts
• Rizan Ismail – Head of Brand Management, PETRONAS
• Santharuban T. Sundaram – Group Marketing Manager, Permanis Sandilands
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• Vincent Chong – Marketing Director of Unilever Malaysia
• Zaki Zin – Marketing Director, Wyeth Nutrition Malaysia
• Zalman Aefendy Zainal Abidin – Chief Marketing Officer, Celcom AXIATA
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