Just when you thought advertising for Feminine Hygiene products couldn’t get any more interesting (Ha!) Hello Flo went out and created a highly entertaining film using a fictional young girl’s first period as inspiration to tell a very amusing story!
And their website http://helloflo.com is a highly engaging site as well focussed on everything to do with Females and Female issues.
Nice to see a brand breaking free from the mould of the “happy girl running carefree along the beach” cliche.
How to entertain people who are waiting for their ice-cream to defrost? Hold a Concert of course! Click on the image below to watch.
Great ads tell great stories. So, how does one write a great ad with a great storyline? I think advertising storylines have a few overarching idea ‘Arcs’ in common.
The first is based on using an instinctive approach – by that I mean an idea that captures a universally and culturally relevant insight or trend and links it to the brand in a relevant way.
The second is using an imaginative approach to demonstrate our proposition. This is done by building an intriguing fantasy world.
And the third approach is by using aspiration to get the audience to project their hopes and desires or ego onto the product or service being sold. Of course this method can also work in reverse – using fear or threat to warn the viewer of what could potentially go wrong if they make an incorrect decision. Either way, this is about getting the viewer to project their hopes and fears and then tying it up with the product in a relevant way.
Here are some examples that may make my points clearer.
IKEA are experts in simple, lighthearted ads that effortlessly communicate its proposition in a witty and insightfully creative way. The ad below is an example of instinctive / insightful communication build on a modern cultural truth about the way we live in a digital world.
On the other hand, this campaign for Georgetown Optician is a beautiful, imaginative story that tells the fictional story of a family obsessed with eyewear, that effectively communicates the point that Georgetown opticians are experts in glasses.
And finally, this campaign for NIKE, which tends to uses dreams to get people to aspire to the person they could become if they associate with NIKE.
Of course there is a final category – when we have a great product feature, we can showcase it with a simple product demonstration done in a beautiful way. Like this spot for the Apple Watch (watch the Sing and Date films as well).
Hopefully these examples will help kick start your next big brief. But whatever you do, keep it real or keep it edgy.
Rarely is there such a thing as a bad idea, just a great idea waiting to happen.
Source: TED Talks.
Had to reblog this. It’s so well written, funny and so right 😉
In grade 7 I took compulsory Home Economics class which taught us basic Sewing and Cooking skills. I was pretty good at it and although much fun I wrote it off because in my mind it wasn’t for Modern girls who wanted to use their Intelligence and have a ‘Career’ or who aspired to be more than just a ‘Housewife’ *rolls eyes*. How wrong I was.
At the time, we were led to believe that ‘girls can do anything’ and trained in ‘girl power’. We weren’t taught to value ‘skills’ because skills were not for the ‘highly educated’ who went to University and studied for years and years and ended up in high powered positions.
Although I don’t disagree with encouraging girls to follow their ambition, what our teachers and career advisers didn’t foresee was the huge cultural and societal shift which has led to the DIY Revolution and the Maker Movement. Independent cafes / restaurants / art galleries, grassroots & community initiates such as urban gardening / food and craft markets, transition towns have burgeoned in the last few years.
If I had been advised then, that the future would be about self-subsistence, conservation, eco-friendly activities, community, creativity, individuality, taking pride in one’s own work, providing an alternative to the big corporates – in that context maybe I would have paid more attention in Home Eco’s.
Don’t forget to stop and smell the Coffee.
Is there a link with Creativity and the Spaces and Environments around us? There are patterns that are crucial to creating environments that are recurrently creative.
For starters, ideas take time to mature to become useful and accessible. Breakthrough ideas take a long time to evolve and may even spend a long time dormant in the background.
Not only do ideas start off as small ‘hunches’ that evolve over time, but good ideas usually come in the form of smaller collisions between smaller hunches. Side projects need to meet and other people’s ideas need to collide.
So, ideas need time to incubate and they spend a lot of time in ‘hunch’ form.
So how can we create systems that allow these hunches to collide together? For example, Coffee Houses were for a long time engines of creativity because they allowed ideas to collide and develop new forms.
So will our always connected, multitasking, internet lifestyle create less sophisticated ideas as we move away from a slower, deeper contemplative states (like reading)? Yes, the great driver of scientific and technological innovation has been our connectivity and ability to reach out to others and turn hunches into something new. But, although in our new internet lifestyle we are always ‘distracted’, but we have so many new ways to connect and reach out or stumble serendipitously on new ideas.
Chance favors the connected mind.
This lovely stop motion film describes the process so we can do it more often.
Since this project has been fully backed on Kickstarter, I can’t wait to get a copy when it’s launched by
I believe creative agencies can’t survive in the future if we cannot model consumer decisions – and more importantly what influences behaviour. Sure we might be Creative Engines but it doesn’t mean that data \ technology \ research shouldn’t be driving and informing the creative engine.