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How the dating app ‘Tinder’ was used to get street dogs adopted

#AnAdvertADay #Day81

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A Montreal-based animal sanctuary Rosie Animal Adoption has done the least imaginable thing and used the dating app Tinder, to find homes for the city’s unwanted canine population.

Tinder’s popularity amongst their potential target audience is undeniable. Rosie Animal Adoption created Tinder profiles for its dogs available for adoption.

Here’s a crash course on how Tinder works: You need to ‘like’ someone by swiping right based on their images, description and interests. If you liked someone and that person likes you back, it’ll be a match and you are then allowed to chat.

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In this case, they identified dog-lovers on Tinder and ‘liked’ their profiles after looking at their ‘interests’ section. Only those that has dogs as an interest were ‘liked’. As users got on the app, they’d come across cute profiles of dogs and puppies. Those that liked the dogs’ profiles and were matched, were able to chat with someone at the adoption centre.

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This led to awareness and encouragement amongst dog lovers to adopt. Tinder’s natural swiping user interface proved a new way to connect dogs with potential future owners. By seeping into the normal purpose of the app, Rosie Animal Adoption is both, taking its services to a new audience, and generating sizeable free publicity for itself.

It’s a great new approach and a smart way of using an untapped medium on our mobile. Watch the video below:

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A hugely successful awareness campaign for Alzheimer’s Disease

#AnAdvertADay #Day80

As part of Alzheimer’s Disease Awareness Campaign, National Neurological Institute conducted this media led campaign that went far beyond the expected positivity in results. So below is an excerpt from their YouTube description, explaining what the campaign was all about.

You’ll understand this picture below once you watch the video.

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*YouTube excerpt*

Early warning sign of Alzheimer’s is that people remember things from the past, but can’t remember things happening in the present.
We talked to Alzheimer’s patients and asked them what are the latest news/events they can remember. Using their memories we created: THE NEWS FROM THE PAST.
Where each article was based on a memory of an actual Alzheimer’s patient.

In cooperation with the leading newspapers and TV stations, on World’s Alzheimer’s day newspapers were published with front pages featuring news from the past.
Also, the news on the TV stations were substituted with news from the past.

The main message was: “These are the latest news for the people with Alzheimer’s” and people could find more information about the disease on http://www.alz.mk.

 

This campaign, had a 360 degree approach and included all forms of media to spread awareness. This integrated approach works very well towards building mass awareness. Leaving the theoretical part aside, the main reason this campaign deserves great appreciation is because it manages to give one a glimpse into what the future might be. It takes you right to where you’d stand if you had early signs of Alzheimer’s. What’s even better is that they managed to relevantly reach a large audience with a single campaign. That, in itself, is a stellar achievement.

At the end of the day, all they did, is put one in the shoes of a potential Alzheimer’s patient. When something is THAT personalised, it’s difficult to forget the message that comes with the campaign. The results that the campaign yielded, as seen in the video, is a testimony of the grand success in itself.

Genius of a campaign, this. 

Why should anyone be made to feel like crap, just for being who they are?

#AnAdvertADay #Day72

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Beyondblue, a counseling organisation in Australia, has released a  national anti-discrimination campaign highlighting the impact of racism on the social and emotional wellbeing of the Aboriginal and Torres Strait Islander people. 

Their website quotes:

Research shows that subtle or ‘casual’ racism can be just as harmful as more overt forms. Imagine being judged in a job interview by the colour of your skin, rather than the strength of your CV. How would you feel if you were watched in a shop or treated differently on public transport? 

Why should anyone be made to feel like crap, just for being who they are?   

Stop. Think. Respect. encourages everyone in Australia to check their behaviour. Stop the discrimination, think about how your comments or actions could cause real distress and harm, and respect people who are different from you.

In the ad, an alter ego called ‘The invisible discriminator’ is the protagonist. He is the personification of the ‘little voice’ that all of us have. Except, he’s racist. The ad shows various scenarios where people discriminate against the Aborigines, taking advice from ‘The invisible discriminator’. For each scenario, he says a line that changes the perspective of the person towards the other completely. It’s well scripted with the ad having a monologue by the invisible discriminator, broken down for each scenario.

The message requires no clarity whatsoever.

Watch this guilt-instilling ad here:

The ‘Violence Against Women’ ad that will haunt you

#AnAdvertADay #Day71

The Instituto Maria da Penha is a non-profit in Fortaleza that provides legal assistance for women battling domestic violence.

In this simple video of a fixed frame focusing on grave faces, they’ve portrayed a message that a million words couldn’t justify. The simplicity of the message and the minimalistic representation of the same will leave you dumbfounded.

In this series of 3 ads, they show 3 different women dejectedly looking into the camera with tear rimmed eyes. As the ad progresses and the piano track becomes more prominent, the faces get graver and tears, profuse. You can see the striking pain in their eyes but they won’t say a word. You want to scream and ask them as to what the matter is but their silence doesn’t break.

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The message at the end of the videos call for an action against such grave silence that women abide by despite being violated. The institute, being one that provides women with legal assistance, wants to urge them to come out in the open and ask them for help. The text at the end of the ad reads as follows:

‘The longer you wait, the more it hurts.

Violence against women. Speak out. “

I love how the silence in the ads haunt the viewer, leaving one restless and with a prominent feeling of helplessness, just like the victims.The gradual increase in emotion is extremely well done leading onto simple and to-the-point call to action.

Watch the three videos below:

A visually spectacular commercial on surfboarding by Samsung

#AnAdvertADay #Day64

Some commercials feel like they are made with the sole purpose of making one’s day better, that which makes you feel better about the world than most other days. This commercial, by Samsung, is one such example.

Created as part of Samsung’s global sponsorship of the Association of Surfing Professionals World Tour, this ad goes on to beautifully portray the exhilaration, danger and excitement that comes with surfing in the uncertainty of the oceanic waves. It makes a smashing point by saying that each moment spent in the ocean is a new moment, unique in every aspect.

The visual representation of the same ideology is perfectly executed. Each shot feels like the person is undergoing an experience like never before. It takes the viewer on the same journey as the one being shown in the shots. 

 This seamlessly leads the viewer to the tagline, ‘Every day is Day One’.

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There’s no denying that this ad is visually spectacular. Every shot is gorgeously crafted but my favourite part is the soundtrack. It’s beyond perfect. A cover of David Bowie’s ‘Absolute Beginners’ by Angela McCluskey and pianist Paul Cantelon, the song takes the emotional quotient of the advert to a whole new level. The lyrics blend with each shot like they were meant to be.

Representative picture

Representative picture

The ad also includes a mix of beginners and seasoned surfing pros like Kelly Slater, Stephanie Gilmore, Gabriel Medina, Johanne Defay and Mitch Crews. Shots were filmed in Iceland, Fiji, India and even the suburbs of New York.

The tone of this ad is completely different from Samsung’s last one where they took a mighty dig at the iPhone. I prefer this one. Watch this amazing commercial here:

Why the IKEA catalogue is the one thing you must own

#AnAdvertADay #Day62

10 months, 300 pages and 12,000 products later, the world’s favourite furnishing giant gets that one mega marketing tool that it fearlessly spends 70% of its’ annual marketing budget on. In 2013, the number of IKEA catalogues printed(208 million copies) outnumbered that of the Holy Bible. 

IKEA visits around 1,000 customers at home every year to find out how people really live at home – how much space do they have, what styles do they prefer? In order to show solutions in a way people can relate to, the catalogue is divided by activities you can do with the IKEA range – tips and ideas on how to solve specific needs and dreams. It’s about the way people live and how IKEA products can improve their lives.

The catalogue evolves each year with images getting more spectacular, technology being integrated and ideas going beyond regular furnishing solutions. For 2014 it launches the theme of living with children, based on the knowledge that all moments count for families with children. It offers safe, affordable, sustainable solutions – helping families make the most of time spent together. And it continues to innovate, with around 50 pages that can be scanned to access extra content.

But the big news for this year is the augmented reality, which enables readers to see how around 100 products will look in their home – in 3D!

Almost 211 million catalogues have been printed in 66 editions and 30 languages. 

You can view the online version of the catalogue here.

When a company invests so consistently in a property, it’s advertising intensity isn’t compromised on either. Below is a series of outdoor hoardings that IKEA put up across various cities. Each of these hoardings have carefully been crafted to reach the very wide range of target audience that the company has. The hoardings with the tagline, ‘There’s a page for that in the IKEA Catalogue’ focuses on different life situations that cover almost every age group, focusing on the fact that IKEA has an answer to everything.

The hoardings also show two coloured bookmarks that are simultaneously associated with one of the two statements. The first statement, a regular scenario, is bookmarked in Blue and the second one, the surprise, is bookmarked in yellow, suggesting that the Catalogue can handle any situation. The design is copy focused, clean and eye-catching. Perfect for the everyday passer-by.

The hoardings highlight the wholesomeness of the catalogue, along with the numerous products that it contains. It’s also a two-birds-with-one-stone kind of strategy where the series gives a message that an IKEA Catalogue is ALWAYS relevant.

ALWAYS.

Mission accomplished.

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That’s that from IKEA. Do drop your comments below. Or go ahead, and read more posts. There’s no such thing as too many awesome ads watched in one day. No such thing.

 

An Advertising agency in the U.S. that knows how to advertise itself well

#AnAdvertADay #Day60

Many of us have the gift of being uniquely named but there’s always the lot that’s slightly unfortunate. When Amazon Advertising was founded by Millie Olsen and Lynda Pearson, they didn’t know that the less-than-known company of the same name would take over as one of the world’s most famous online books retailer.

Burdened by the tragedy of being misunderstood and misidentified, the two founders of Amazon advertising launched a new campaign called ‘The Mistaken Identity Project’. It is quite rare for an advertising agency to advertise itself, which when you come to think of it, is quite odd. The project aims at highlighting and featuring stories of people who share names with celebrities and have had experiences based on such a misunderstanding.

The ad subtly highlights, in a tongue-in-cheek humour based commercial, the  repercussions of having to share names with these people. I’d generally narrate the entire film to you but I’ll let you watch this one and serve yourself with some laughter at the end of the ad.

In order to make this campaign ‘social by design’, they also ask people to submit their quirky stories of a mistaken identity. The campaign as a whole works very well towards highlighting the issue. Secondly, the name, being identified as one that gets confused with ‘Amazon.in’ will ensure a high recall value for the ad agency. The stories are shareable and amusing, giving the campaign a higher chance at being successful.

Here's a movie poster they made for the campaign. The ad film features people with the same names.

Here’s a movie poster they made for the campaign. The ad film features people with the same names.

What I love about this campaign beside the fact that it is clever and humorous, is that it is pro-active. An ad agency, recognised it’s problem and decided to do something fun with it. There’s no harm in an advertising agency, well, advertising.

Besides, who doesn’t love a campaign that challenges Shakespeare, right?

Here’s a video of the founders – Millie Olsen and Lynda Pearson talking about their ‘Mistaken Identity’ crisis.

 

Mahindra’s new million dollar campaign for innovation

#AnAdvertADay #Day59

The Mahindra Group has been propelling into the space of encouraging innovation since 2011 when it launched the ‘Spark the Rise’ campaign. This year, they went a step further and launched ‘Rise Prize – World class from India’, a nationwide innovation challenge with a million dollars to be won for the best idea. 

For this campaign, Mahindra has recognised two areas, core to the Indian needs, in which it is looking for disruptive and next-gen innovations – Mobility(transport) and Solar energy.

In order to promote this campaign, they launched an excellent digital film with a voice-over by the renowned Ninad Kamat. The script for the same is extremely well crafted, with visuals that beautifully depict the words being spoken. The ad begins with a couple of reflective lines where the voice over talks about how the world is made up of numerous ideas and how ideas can be sparked everywhere and anywhere. It then moves onto asking, changing the tone to that of an innocent curiosity, if the next big idea can come from right here – India.

The ad makes for a great shout out to entrepreneurs and innovators with the lines, “If you have a million dollar idea, we have a million dollars for you’. Mahindra has called it ‘India’s Biggest Innovation Challenge’. 

The idea with this campaign is not only to generate innovative ideas but also to build an eco-system that is strongly driven by innovation. Mahindra is carefully and pro-actively moving towards being the brand that represents innovation in the country. It’s a great move for any brand and especially Mahindra, one that is truly Indian.

‘Rise Prize’ is built in such a way that it doesn’t seem like a campaign for Mahindra’s brand proposition ‘Spark the Rise’. Instead it’s made to look like a campaign that is built for country-wide encouragement of innovation. Now that, is where the genius of the campaign lies.

No matter who takes the million dollars home, the real winner here is Mahindra. 

Greenpeace protests against Lego in a new, disheartening commercial

#AnAdvertADay #Day58

Greenpeace has a history of picking on high-profile targets in their effort towards a better planet. They have been vehemently campaigning against the petrochemicals giant, Shell Corporation, for their oil drilling projects in the Arctic. But with this new campaign, they’ve involved another global brand in a surprising turn of events.    

Lego has been associated with Shell via their “Royal Dutch Shell Lego” play-sets since 1960. Greenpeace wasn’t going to let that go at any cost. Last week, they began a campaign against Lego for supporting Shell via their play-sets.

In this commercial, we see an Arctic lego land built with Polar bears, huskies, ice-hockey players and even Santa.

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The video is accompanied by a slowed-down version of the Lego Movie theme tune ‘Everything Is Awesome’. The set also shows a section where some oil drilling is taking place.  

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Eventually, you see the entire set being flooded with thick, black oil engulfing the habitat – children, puppies, Santa and teddy bears amongst others. This happens due to an oil spill. 

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The only thing standing at the end, above the submerged land, is the Shell flag – unmoved.

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The commercial ends with the tagline: ‘Shell is polluting our kids’ imaginations.’ The call to action that follows is: ‘Tell Lego to end their partnership with Shell.’

Greenpeace has a website where people can petition against Lego.

It’s an applaud worthy effort by Greenpeace even though some might call it nit-picking. Nonetheless, the depiction of the Lego and Shell connection is very well imagined. The soundtrack makes for an excellent addition to the commercial too. They keep the touch of childhood alive in the ad by adding various elements like Santa, the elf and the teddy bear in addition to a kid with headphones. It gives you a glimpse of the shattering repercussions that support towards Shell, in any form, can have.

Here’s the ad. I suggest you sign up for their petition too. Actually, I insist.

An Exceptional ‘Don’t Text and Drive’ campaign by Ogilvy, Thailand

#AnAdvertADay #Day50

Accident Prevention Network, Thailand released a three set print ad that goes with the tagline –

‘Text a letter. Lose vision of 64 meters of road’.

There’s been an endless pool of work around the ‘text and drive’ campaign but this one stands out the most for me. The illustration of the statistic is fresh and direct, yet managing to stay unique and creative. The gap in the road signifies the vision loss and the road beyond it is dramatically portrayed as the possible consequences of that vision loss.

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