June 6 is a red (orange, yellow, green, blue, purple) day
by Brian Chiam Chiew Yue
a) Opinion about the ad
The big idea for this ad is to raise awareness about the LGBT community in Sweden, with the big message that the community are not comfortable being open with who they are around people at work. The ad was created in collaboration with West Pride on Sweden’s national day (June 6th) to show the struggles the LGBT community face in Sweden, such as discrimination and hate crimes. The headlines for the ads take inspirations from everyday Swedish phrases deeply rooted in Swedish society.
In my opinion, I like the ad as it convey its message very clearly. The ad uses contrast to drive their message across. The ‘torn paper’ graphic shows the hidden discrimination that the LGBT community face.
b) Newly created copy for the ad
Headline: It’s the Action That Counts.
Body Copy: It is okay to be proud to be a Swede. But is it proud to be yourself? Of course it is. But that’s not what the LGBT feels. 32% of Swedish LGBT people do not feel comfortable to be themselves around people at work. And that must change, because no matter what, we all should be proud to be ourselves.
Call-to-Action: Help make Sweden a more open workplace place with our LGBT courses. Find out more at westpride.se
Maintain one-meter A P A R T and invest in your safety
by Chong Siong Loong Ron
a) Opinion about the ad
The big idea of this ad is to ask the italians to maintain these measures to protect themselves and others. This is the 1st digital display campaign that is readable only from more than one metre thanks to optical illusion effects. The campaign delivered a single, frank and straight to the point message, ‘MAINTAIN ONE METER APART. INVEST IN YOUR SAFETY,’ to convey the message that security is the most valuable investment right now.
In my opinion, I like how the ads convey its message, it's very simple, clear and straightforward. It's also a very creative way to convey the message over to their target audiences. A kind of optical illusion which makes it readable only from one metre away, but when u go up close u will read something different, that makes it very creative.
b) Newly created copy for the ad
Headline: Always maintain 1 metre away from everyone, Safety Reminder
Body Copy: Let’s together free Italy from COVID 19
Caution Dry Floor
by Liew Kuan Ting (Allen)
a) Opinion about the ad
The chosen outdoor advertisement categorized as guerrilla advertising, where it means advertisements that take an existing item in public and then add onto the environment. The main concept of the chosen advertisement was announcing to the public that Wild Wadi, one of Dubai’s most popular attractions, had to close for two weeks due to the maintenance. To solve the problem, an outdoor advertisement was placed at strategic points throughout the city during the attraction closure. The outdoor advertisement that inspired by the most common maintenance signboard that most people had seen in the past to symbolize the current situation of the water park.
In my opinion, since Wild Wadi was a popular attraction, it was important to inform tourists about the closure of the water park, to save them from wasted time and journey to the place. Therefore, I think it was genius to build an outdoor advertisement to make the announcement, as out-of-town tourists usually do not listen to local radio or read local papers during their travel period. Being the fact of placing the outdoor advertisement around the city increase the exposure of the announcement to the tourists, and also make the message spread across society quicker and easier. The creativity and unconventional aspects even further enhance the purpose of the advertisement as it will grab the attention from whoever walks pass by to it. That being said, I think the outdoor advertisement conveys the message effectively with its creative and unique approach.
b) Newly created copy for the ad
Headline: Caution! Work In Progress
Body Copy: Due to the maintenance, Wild Wadi will be closed from July 6th – 20th, 2020.
Call-to-Action: Meanwhile, you visit our website at jumeriah.com to pre-book your tickets and step into the park as soon as we reopen!
Probably the best poster in the world
by Lim Shan May
a) Opinion about the ad
Located in London, this billboard aims to reach all the beer drinkers out there. Their ambition was to create the world’s best poster, so they came out with this brilliant idea. The headline is also to revive Carlsberg’s all time tagline: Probably the best beer in the world. This big scaled billboard went viral online and attracted many people lining up to get that free beer.
In my opinion, Carlsberg did a good job to engage with their target audience in the country. I mean... a billboard that serves free beer, it definitely does the trick to attract audiences while promoting its own brand. This billboard achieves the name of “the world’s probably best poster” from its own probably best beer tagline. The twist on the traditional poster to an interactive one is creative and clever, it is also the first kind of experience for everyone. Moreover, it is interesting and sparks curiosity. The headline is also simple and short but able to convey the meaning.
b) Newly created copy for the ad
Headline: Probably the best billboard you’ve ever seen
Body Copy: Stay calm, enjoy slowly. 18+ only
Tagline: #TheBestBeer
Call-to-Action: More good stuff at drinkaware.co.uk.
Life is too short for the wrong job.
by Tan Jessy
a) Opinion about the ad
Jobsintown.de is a German online recruitment website aimed to break people out of the mold and find their perfect job. The advertising agency, scholz & Friends, Berlin, came up with the concept and slogan for the campaign “Life’s too short for the wrong job”. The concept of the advertising campaign was to introduce the idea that there are people behind these machines that are hard at work in cramped spaces. The campaign itself was actually a print campaign that introduced a very real concept. The ad agency created a series of adverts depicting just what they think goes on when you use an airport scanner, ATM, washing machine, kiddie ride and petrol pump. The ads are for German recruitment company jobsintown.de and were first shown in 2009. But they proved so popular they have now become a worldwide viral internet hit.
In my opinion, the ad is humorous and creative. It shows us the unlimited possibilities behind different vending machines. It triggers the imagination of audiences that impresses them and creates deep impression towards audiences. The visuals found in the ads were extremely detailed as the working space was in a mess, even her expression shows that she is unhappy with her job.
b) Newly created copy for the ad
Headline: Hate Your Job?
Body Copy: Get out of the mold and find a perfect job.
Call-to-Action: Visit jobsintown.de, your dream job awaits you.
Wood Protection Showcase through Billboard
by Yang Chee Kent
a) Opinion about the ad
The big idea of this outdoor advertisement is to showcase the durability of services by Sioo:x – wood protection for outdoor wood surfaces. The headline “this is the world’s most boring billboard” has applied reverse psychology to get the passengers’ attention to look at the body copy below. The body copy mentioned that this outdoor advertisement will be leaving there for 12 years with legal agreement, to prove that the wood protection service is truly durable and sustainable.
In my opinion, this method of advertising is very suitable for this brand as it strongly highlighted the product benefit by displaying real example. However, on the billboard, there is no clear call-to-action to drive the sales. I suggest including a QR code on the billboard for people to scan or a link to direct them to the brand’s website to drop an order. The brand can also choose to include their office phone number. Besides, the brand did not mention the day they started putting on this advertisement. It might be less effective when the billboard is up for 10 years but no record for that. Overall the concept is attractive and unique; more information is needed in order to make this ad functional.
b) Newly created copy for the ad
Headline: You’ll see this billboard here for 12 years.
Body Copy: Yes. 12 years. And yes, this is real wood. We’re here to show you how long our products will last. Counting from 2018-04-24.
Call-to-Action: Wood protection service by Sioo:x, contact us at 012-XXXXXXX.
Reference List / Picture Credit
- Grey Gothenburg (2020), image from https://www.adsoftheworld.com/media/outdoor/west_pride_different_reality
- McCann (2020), image from https://www.adsoftheworld.com/media/outdoor/fineco_bank_the_social_distancing_billboard
- Ogilvy One Worldwide (2007), image from https://www.adsoftheworld.com/media/ambient/caution_dry_floor_ambient
- Design You Trust (2016), image from https://designyoutrust.com/2016/12/carlsberg-advertising-campaign-probably-the-best-poster-in-the-world/
- Scholz and Friends (n.d.), image from http://neatdesigns.net/30-extremely-creative-outdoor-ads/
- Stendahls (2018), image from https://www.adsoftheworld.com/media/outdoor/sioox_wood_the_worlds_most_boring_billboard
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