It can be a little frustrating when you’re working on a brief and you see the exact thing you’re trying to communicate done in a really new and funny way. This is precisely what has just happened to me.
Recently a fellow student and I have been collaborating on a brief that aims to reconnect people with nature and take them away from modern technologies, (some of you may recognise the description of this as the D&AD National Trust Brief). It’s been a really fun project and David Beavis (hello!) and I have come up with a campaign we’re pretty happy with and almost ready to submit, but I’ve just seen an idea that I’m actually a bit gutted that we didn’t come up with!
This is the new Coca Cola advert, from Memac Ogilvy Dubai, and it’s a brilliantly simple solution to an actually quite similar problem:
The thing that I think makes this advert successful is that it doesn’t make the consumer resent the brand for telling them to put down their phones. It can seem like quite a patronising thing for a brand to say, but by incorporating wit into the advert Coca Cola avoids this feeling of superiority that can sometimes come across.
If you see National Trust social media guards come out soon then it definitely was just a huge coincidence…
Found on the Creative Review Blog.