Big Picture - September 2015 - (Page 16)
brands
by
Kiersten Wones
To BEliEvE in
"E
BIG PICTURE
September 2015
ven if we have messages for the head, we
should always seek to gain entry through the
heart," says Christoph Beck in a 2013 Adweek
article. The advertising guru and CEO of gyro,
an international ad agency, urges marketing
professionals to craft advertisements that
awaken consumers' emotions first, before
appealing to their wallets.
With a deluge of marketing dumped on us every day, we
are increasingly turned off by impersonal campaigns that feel
like advertisements. Millennials are particularly wary of
brands that feel inauthentic; they want to be invited into a
conversation, an experience they can share with brand
makers and fellow consumers alike. Out-of-home campaigns
16
The 2015 OBIE award winners
push beyond business to create
authentic OOH brand interactions.
AmAzing FActs
that do this best encourage us to spend money while convincing us that it was our idea first.
Sound complicated? It shouldn't. Angling towards authenticity just requires a new mindset, one in which the brand owner
casts himself as the consumer's friend, someone he can trust.
"These winning campaigns need no explanation," says the
2015 OBIE awards website (obieawards.org). They are simple
and engaging, inviting the viewer to belong to a community.
They offer laughter or surprise - or even hand sanitizer. They
are intimate without being pushy or intrusive. They feature
bold, easy-to-read designs that instantly convey brand
character, often without even highlighting its name. They
convince us that there is a creative mind on the other side of
the billboard, and that its owner is real.
Entertainment: Best of Show | Creative Agency: Copacino+Fujikado | Advertiser: Seattle Aquarium
http://www.obieawards.org
Table of Contents for the Digital Edition of Big Picture - September 2015
Big Picture - September 2015
Contents
Insight
Wide Angle
Upfront
Business + Management
Brands to Believe in
Repackaging RIPs
The Writing’s on the Wall...and Paper ...and Acrylic.
R+D
Explorer
Big Picture - September 2015
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