Cumberland Iced Hoffee has been nominated for a Shorty Award in the Best Viral Campaign category. Looking at the Hoff campaign in isolation it is brilliantly integrated and executed across a variety of media. Now add to that…
The 147% boost in iced coffee sales
This campaign offers such a positive counterpoint to my post yesterday dissing Ogilvy and Dove for a creating a case study misrepresenting their ineffective campaign. Thanks to @seanlynam for sharing this with me!
The video above “Thought Before Action” is a case study Dove released showcasing the latest move in their ongoing campaign for “Real Beauty”. Quick summary: Dove released a Photoshop plug-in that claimed to add a fake glow to model’s skin. When installed, it actually reverts the image to the original pre-shopped version and a message appears, ”Don’t manipulate our perceptions of real beauty”.
AdWeek published a thoughtful analysis of this campaign, Ogilvy’s Photoshop hacktivism is clever but questionable for a brand built on honesty. The article acknowledges that the idea is clever, but also not as effective as this video case study makes it seem and therefore off-brand.
“Its agency had a clever idea it knew wouldn’t really work in the real world, but went ahead with it anyway—and then let the video make it seem like something it wasn’t. Isn’t that just the kind of obfuscating that Dove claims to oppose?”
I completely agree with AdWeek. If this concept actually reached and influenced a respectable number of graphic designers and photo editors, then go-tell-it-on-the-mountain how brilliant and committed Dove is to ‘Real Beauty’. But publishing a video case study of a campaign that actually had minimal impact? Sounds more similar to ‘Action Before Thought’ doesn’t it?
To promote their new F TYPE, Jaguar has created a Bond-esque short film starring Homeland’s Damian Lewis and featuring an original song by Lana DelRay. That is a pretty sexy move, Jaguar. I understand why some cars need a Tim Allen voiceover touting safety features and gas mileage to appeal to the responsible family-first crowd. But, when you are buying a luxury car, you are buying excitement and sex appeal. I like this approach- not saying anything at all about the car. They just want you to know it’s of-the-moment and it’s cool.
If I ever work in print again, I am totally ripping this off.
My digital interpretations:
Animated dragon silhouette flies across screen with homepage in his talons. Drops in place as he flies off screen.
Game of Thrones full screen ad. Dragon flies in and claws it away revealing homepage. Claw marks remain.
I know. I’m a day late and a dollar short with the Oscars post. I was in Nashville this weekend, where nobody really seemed to care much about the Academy Awards (adding to the list of reasons I’m obsessed with Nashville). After catching up on all post-Oscar buzz, all I can say is, Jennifer Lawrence is my new celebrity lady crush and her PR team deserves as many honors as she does.
Following the “I beat Meryl” controversy (see 1:07), Jennifer got a second chance to generate more positive PR at the Oscars. You would think her PR team would intervene and encourage her to play it safe. Nope! She actually said “Does a bear shit in the woods?” on the red carpet. Then she tripped up the stairs when going to accept her award. Girl let her freak flag fly. And how appropriate considering she was nominated for her role in a film about self-acceptance and embracing imperfections. I absolutely love the clip above of her meeting Jack Nicholson. Jezebel describes her as “crass without being offensive, self-deprecating without being a sad sack, and dorky without being adorkable”. Is this a PR tactic? I hate being cynical, but being naive is even worse…so I’m going to vote ‘yes’. Brands and celebrities alike have an image to project and protect. And while most people find it more entertaining to bash Anne Hathaway and Zooey Deschanel- consumers recognize when brands are being fake. More importantly, they connect with brands that dare to be different.
Every Last Drop is an interactive website that educates users on the amount of water the average person consumes every day in the UK. (I’m gonna go out on a limb and assume Americans consume even more). As you scroll down, the site takes users through an average day highlighting water consumption all along the way. Not only does it highlight direct consumption, but also the water required to produce other items we all consume on a daily basis.
Allowing people to interact with a message makes it more memorable and share-able. I hope to see more Web Designers and Marketers utilize interactive designs like this to spark conversation on important issues.