OPEN 2
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
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SELL ME SOMETHING | CONTINUED<br />
...<br />
ABOVE<br />
Dove is different, see full<br />
campaign on pages 72–73.<br />
/ 66<br />
invites you into the product’s world. Once<br />
there, you are given a clear and powerful sense<br />
of “this is who I am as a brand” along with “this<br />
is what I do better than anyone else.” The best<br />
of these advertisements leaves you, as viewer,<br />
with a powerful and unsaid call to action. Like<br />
the brand is asking, “So, are you with me?”<br />
Product demonstration done well has<br />
always been among the most memorable of ads.<br />
Great demos are also hard to beat in terms of<br />
sales effectiveness. The recent Out-of-Home<br />
(OOH) advertising campaign for Dove is<br />
a great example. Here is a product that has<br />
built a powerful category umbrella brand on<br />
the compelling product story of not being soap<br />
because it contains one-quarter moisturiser.<br />
The OOH execution, featuring soap as the<br />
cheese grater bad guy and Dove as the hero,<br />
is consumed and understood in an instant.<br />
The visually impactful advertisement leaves the<br />
viewer to quietly confirm their agreement that<br />
‘Dove is different’ (pp. 72–73) as they go about<br />
their daily lives, until the next time they stand<br />
in the beauty aisle of the supermarket. Job done.<br />
Quite often, we don’t even recognise<br />
a great product demonstration when we see<br />
one because of the way it’s done. Apple has been<br />
a master at this since the first iPod Silhouette<br />
campaign with ‘1,000 songs in your pocket’<br />
to the latest iPhone release.<br />
They show how product demo advertising<br />
never need be dull.<br />
Few media provide a better test of<br />
a product-truth-based creative execution, or<br />
of a creative team, than the simple blank canvas<br />
of an outdoor billboard. Distilling the product<br />
truth down to a winning image, or a few key<br />
words that carry the whole conversation, has<br />
stolen many a creative team’s evening and<br />
weekend.<br />
But when done well, advertising simply<br />
doesn’t get any better.
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