This is about something you might have not heard about, yet. It’s a short but intriguing YouTube video that went viral in Romania in the last week or two. Whilst a very controversial project of digging out gold is being put on hold for numerous reasons in Rosia Montana, a region of Romania, the minds from Papaya Advertising, an independent, local agency came up with a powerful social awareness ad that attracted attention, both good and bad. This is to show that a message can overcome language barriers and social pressure alike, and I suggest you to watch the video below to understand what I’m rambling about. Superb acting from the wonderful Maia Morgenstern just adds to the intensity of the video. The copy is simple and straight forward. “One is worth more than the gold one wears. So is a country.”
Yes, you read that well. A beer that doesn’t exist fooled the Cannes Festival. Whilst last year at the showing of the ad, the audience remained in silence with their arms crossed in a disapproving stance shaking their heads from side to side, few knew (actually the ones speaking Portuguese knew) that there was no beer whatsoever and the ad was promoting an advertising festival, during the biggest advertising festival.
Advertising-festival-ception. Pretty witty, isn’t it? Here’s a 2 minute video that explains it all. I think it’s absolutely brilliant! Enjoy!
On the couch, bored, clicking through the amount of junk on my Facebook’s news feed, I (thankfully) stumbled over this post by Ads Of The World. It’s for Multipass Travel, an Ukrainian travel agency that mainly specialises in Asian travel destinations. Tabasco, where the magic happened, executed a concept which I personally find utterly offensive. Besides the fact that it’s obviously racist, it doesn’t even work. The copy “See Asia like Asians Do” requires you to stretch your eyes in order to read the text. Or, if you’re like me, you don’t even have to do that. The idea could’ve been materialised in so many other ways than casual racism. I’m still puzzled about what ‘eye screwing’ means and I slightly feel sorry for the amount of s#!t the creatives will receive.
Next time a travel agency will need a fresh, racist and offensive concept, it would probably be a great idea to make people go into a dark room that says “See Africa like black people do!” in UV paint.
As we all know, or at least the ones in the industry know, the 59th Edition of the Cannes Lions is fast approaching. And no, this is not about the glam film festival. It’s about the roaring, gold-like Lions, the sought-after awards every agency is dying to put their hands on. Comprised of 15 categories, new ones every year, the festival is getting bigger and bigger and the competition more intense. Let’s just say outstanding creativity is awarded, in other words, advertising agencies get another chance to boost their egos and acquire a bit more prestige. For some it’s a matter of self-affirmation but for some it’s a measure of success.
Still, I’m sitting here thinking, is it really a measure of success? As much as I would like to braid one of those lion’s hair one day, whilst putting up a chuffed smile (evil pinky finger at the corner of my mouth optional), I’m still wondering if that’s the way to measure a campaign’s success. Is it about exquisite art concepts and intricate designs or the beloved ROI? In an era where everyone is trying to reach as many consumers as possible with minimum investment, some may say client satisfaction is one of the best awards an agency can get. Do we want to make art, or do we want to sell? If there’s a fine line between those two, one can only hope this line is found at least once during their career.