New York Lottery "Car, Skier, Tub"

This set of print ads, that will also be used for an outdoor campaign, is another example of a great use of a minimalistic approach. Created by DDB New York for the New York lottery, each ad shows classic examples of lottery winners dreams; a luxury car, a jacuzzi in a beautiful landscape and the having the means to enjoy a skiing holiday. These scenes are juxtaposed with absurd musings on random topics. It is only when the consumer reads the tagline "What would you think about when you wouldn't have to think about money?" that the message is finally communicated.

Creating an ad for a lottery can be remarkably easy, the product you're attempting to sell is entirely desirable and there will always be a demographic who will continue to play each week in attempt to realise their aspirations. However, the tagline appeals to those who may not currently play, offering the viewer a life free from the worries associated with money. Ray Oranges created the artwork for this campaign and I feel the clean lines of his design allows the user to easily imagine what situation they would like to be placed in given they won the prize.

Crest "As Nature Intended"

In this print campaign, Crest is attempting to convey their teeth whitening strips as a natural product. The use of the strapline "As nature intended" encourages the belief that Crest strips remove unnatural build ups/colours and return the consumers teeth to their natural state. The campaign consists of three print ads created by New York agency Publicis Kaplan Thaler.

Each ad features some form of human alteration to an environment, a factory billowing out smoke, oil in water and a girl with a tattooed back. Personally, I feel that the campaigns strongest image is of the girl with the tattoos. This ad truly expresses that Crest creates a product that removes stains and it the easiest image in which to identify where the strip has been removed. While the factory scene also communicates the brand message, the image of the oil in water is not as strong. Crest may be better off choosing just the image of the tattooed girl to run this campaign with, as it is the clearest and most resonating of the collection. 

Follihair Anchor

Even though I often feature advertisements that are very colourful/busy, there is no denying that my favourite campaigns generally use a lot of negative or white space. This ad, for hair re-growth and maintenance drug Follihair, really stood out to me for its simplicity. No strapline, one image. Great advertising should be able to draw a consumer in and demonstrate the products attributes, which this ad clearly does. With the imagery of the hair follicle connected to an anchor, there is no need for any text. The message has been clearly conveyed.

The campaign was created by McCann Healthcare in Mumbai, India and will run as a print ad in multiple countries. Another positive of not including any text, no translations required! 

Audible " Romance, Sci Fi and Fantasy"

Quick post to highlight these lovely simple, colourful ads by Taxi for Audible.com. Highlight what the company does without the need for a lot of text. Great pull as well in the free audiobook tagline by the website address.

Mercy Academy "Life's not a Fairytale"

Really like this print campaign created for Mercy Academy, a Kentucky based all girls preparatory school, by Doe Anderson. The campaign encourages young women to step away from children's fairy tales and acknowledge the fact that they will have to strike to achieve their dreams, and that they do not need a "prince" to do so. The campaign quickly became viral fodder, and was even covered on the American Today Show.

The copy is jarring, and maybe a little harsh, but undoubtedly refreshing and presenting a clear message to future attendees of the school. It has undoubtedly been a positive move, both on the part of the Mercy Academy and Doe Anderson. 

Volkswagen Golf "Under Milkwood"

Looking back on a seminal ad from Volkswagen today. Created for the Gold brand, the campaign, entitled "Night Driving" attempted to recreate the feeling of taking to the road at night and feeling like the only person in the world. Executed with a series of television, print and outdoor advertisements in 2007, the television spot features Richard Burton distinctive voice reading Dylan Thomas' "Under Milkwood". Directed by Noam Burro and produced by DDB London, the ad was followed by a direct marketing campaign 2 months after the campaign began to air.

The ad features a Volkswagen Gold being driven around deserted Los Angele's streets. I think what makes this ad truly remarkable is the soundtrack. The quiet background music does not detract from the poetry, and combined with the imagery, it feels like a massive departure that we see in standard car advertising. It was a very effective campaign to boot, with the Gold achieving its best sales year to date in 2007. 

Museum of Childhood "Japan, Genius, Balloons"

How beautiful are these print ads, created by AMVBBDO London for the Museum of Childhood? The agency was tasked with encouraging the public to think of the museum as more than a collection of old toys, and instead as a platform to remember the joys of childhood. AMVBBDO commissioned conceptual illustrators who created these colourful images, with the agency inputting ideas and copy.

The museum has gone on to create posters of the campaign, to sell within the gift shop. I've been tracking trying to find a copy of rainy day image, if only to keep as a reminder simple advertising never needs to look boring. As someone who prefers things to look minimalistic and monochromatic, it's a great reminder of how colour can be the most effective tool when imparting a visual message. 

ECRE "Bloody Stairs"

McCann Erickson's Paris division created a print and television version of this ad for the European Council on Refugees and Exiles. The television ad shows us a familiar picture of a plane with a red carpet placed upon the air-stairs. This image indicates importance and the triumphant music invites the audience to think of arriving celebrities or dignitaries. As the camera pans out, the music falters and we are able to identify the red carpet as a trail of blood. The print ad focuses on this final scene, using the same copy as the television piece.

This ad broaches the important work the ECRE do, encouraging the general public to think about these issues in a heightened way. Changing a person's opinion through advertising is hard, but this ad forces the viewer to acknowledge (and perhaps, alter)  their preconceived opinions on refugees within their own country. It's a great example of an agency taking on Non-profit work and taking a daring step that truly engages with the public. 

Volkswagen's Area View System "Nap" & "Scout"

Another look at a Brazilian Cannes Lion Print candidate today. The campaign was for  Volkswagen's Area View System, a feature in their new models they wished the public to have a greater knowledge of.  AlmapBBDO was tasked with creating the print ad for the feature.

While the ad is funny and demonstrates why the product has a valuable use, it's focus on children is incredibly savvy marketing. Volkswagen pride themselves on creating family cars, and by highlighting children in both aspects of the print campaign, the real purpose of the product is displayed. Keeping children safe. A well executed ad that deserved to be considered best practice. 

Energia

Another look at a campaign by Irish agency Boys and Girls today as part of our small retrospective.  This print campaign for Energia was accompanied by a series of radio ads that focused on Energia being the country's largest electricity supplier to Irish SME's. Energia were faced with an issue, despite having a large business consumer base, they were largely unknown by the general public. Competing against established names like Bord Gáis and ESB, this campaign aimed to put Energia's name into the public conscious and build brand awareness.

The ads juxtaposed two business environments together in a humorous fashion, highlighting the wide range of companies in Energia's client base. These print ads were the beginning of a massive campaign, involving television ads and the sponsorship of Pat Kenny's infamous move to Newstalk FM. 

Powers "It's Ours"

Today I'd like to continue a short look at the work of Irish advertising agency Boys and Girls. This outdoor and print advertisement for Power's Whiskey won them a bronze award in the Outdoor category of this year's Kinsale Sharks International Creative Festival. Authenticity and craft were the keywords in this campaign, and intrinsic to Power's brand identity as a whole. The company wished to promote their strong sense Irish heritage and tradition.

In the ad, landscape photos of Ireland are rendered on to images of Power's whiskey in glasses. In the words of the agency themselves; "The Burren was photographed to provide the basis for the Hot Powers execution. Ladies View in Killarney was shot showcasing a changing Irish landscape. A Barley field in Louth captured a key ingredient in the Whiskey and Ballintoy Harbour in Armagh provided a memory of a great weekend." The images are beautiful, and truly reflect the brand image. I think this work is a great example of a simple creative premise executed to perfection, creating an advert that appeals to multiple generations. 

Folláin 2013 Print Ad

Boys and Girls created this beautiful print ad for Irish jam producers Folláin in May of this year. The campaign's simple design harkens to the simple manufacturing of the product, resulting in a pleasing brand symmetry. Paper manipulator Yulia Brodskaya, who has created work for The Guardian, Cadburys and Ford, designed the image.

It's great to see emerging Irish companies chose emerging Irish creative agencies to partner with. Boys and Girls work is refreshing and something I am beginning to be able to identify at sight. I'll have a look at a few more of their successful campaigns in the coming days. 

American Apparel

Today I wanted to look at a company who creates all advertising in house, American Apparel. The company is known for their sexually suggestive advertising, ranging from the scintillating to the purely tasteless. It is a testament to their creative viewpoint that I struggled to find three ads that were suitable to display here. The company has designed and printed their own campaigns since it was established in 1989. Most of the work contains women, who the company feel encompasses a natural beauty. Champions of the brand have applauded the lack of airbrushing displayed in the ads.

Yet detractors comment on the gratuitous use of flesh, sexual settings and overall misogynistic tone prevalent in the print campaigns.  The company has battled with regulators in multiple countries over provocative pieces, and often had to withdraw campaigns due to complaints and industry standards. The company's CEO, the infamous Dov Charney, has had several sexual harassment lawsuits brought against him. Some of these lawsuits were even raised by models featured in print campaigns.

In 2008, The Guardian awarded AA with the title of "Label of the Year". I think it would be fair to say that the company peaked during this period. Recent sales have been low, and consumer backlash to the increasingly explicit advertisements has begun to stir. What once was viewed as a provocative and exciting way to market a brand is now seen as stale and tacky. It will be interesting to see if that company attempts to move in a different direction with their branding if sales continue to fall.