In order to be competitive and successful in new age advertising, an “outside the box” approach should be adopted, while using different ways to communicate.
Taking It Further...
These creative links used in the advertising industry would be interesting to implement in other categories, in order to generate further benefits and trigger a general impression of products. For example, on a personal level, I have experienced these creative links when I was preparing with some friends an NGO gathering dinner. Limited by the constraints of a low budget to decorate the dining room in order to create a warm atmosphere, we came up with some creative ideas. The flower vases were replaced by Perrier green bottles and a few Marguerites, generating a buzz effect. To stress on friendliness and interactivity, we put some balloons on the floor, thus creating a playground, relaxed atmosphere.
Some objections for these unexpected decorations could be that they must seem cheap or unprofessional , however in our case it helped us directly communicate the objectives of dinner and generated the fun and friendly environment we were aiming for.
One of the approaches to captivate is to link the benefits of the products to any material in the real world. As a first example, Lego emphasized the fact that you can create a building by projecting it onto a real one from your surroundings.
Nike , Rejoice shampoo and Oltimer Motorway rest shops used unconventional material in the real world to emphasize the benefits of their products.
One way to be consistent was to search for a similar problem:
Or similar forms and shapes:
Jobs in town, used coffee machines, oil machines, etc. for advertising.
It linked the negative perception of the old human work machine used by Charlie Chaplin and the new machines that have replaced them. This process placed emphasis on the need for change for any employee who's enduring bad working conditions, stating that " Life is too short for the wrong job!".
It linked the negative perception of the old human work machine used by Charlie Chaplin and the new machines that have replaced them. This process placed emphasis on the need for change for any employee who's enduring bad working conditions, stating that " Life is too short for the wrong job!".
These creative links used in the advertising industry would be interesting to implement in other categories, in order to generate further benefits and trigger a general impression of products. For example, on a personal level, I have experienced these creative links when I was preparing with some friends an NGO gathering dinner. Limited by the constraints of a low budget to decorate the dining room in order to create a warm atmosphere, we came up with some creative ideas. The flower vases were replaced by Perrier green bottles and a few Marguerites, generating a buzz effect. To stress on friendliness and interactivity, we put some balloons on the floor, thus creating a playground, relaxed atmosphere.
Some objections for these unexpected decorations could be that they must seem cheap or unprofessional , however in our case it helped us directly communicate the objectives of dinner and generated the fun and friendly environment we were aiming for.
