We've been showed several examples of ads nowadays whereby the ads weren't promoting the product at instead it was only focusing on the actuality.
For example; Airbnb ads 'We accept' and 'Until we all belong' and the impact it had in Australia, a bit about their strategy, for example for the campaign 'Until we all belong' several other big companies such as 'Ebay', 'Google' helped them to run their campaign.
We've been warned about the risks that it involve and how the occasion matters a lot. We've showed other as such as the 'Unhate Project', 'London is Open' and a couple of other that we were asked to watch on our own such as 'Dump Ways to Die' by Melbourne's Metro Train which aimed towards social awareness towards train.
We've also been showed a few good Malaysian ads such as Yasmin Ahmad from LeoBurnett's ads for Petronas.
Then we were presented to Goodby and Silverstein and their successful campaigns such as 'Let's get real', 'Specialized Foundation ADHD', 'Doritos Rainbow Chips', 'Cheeto Museum', 'Saturn' and the 'E.T reunion spot'
Basically from each of these examples we were taught the strategy behind each of them, for example that Goodby and Silverstein had to question the companies a lot to understand them, their image and their problems, from there, they've designed some solutions that will show the identity of the brand and that will show where they stand. For example, for 'Saturn' they claimed that they care about the drivers more so in the ads the emphasis was more on the people rather than on the cars. And they explained how they used it for their campaign, especially for the 'Rainbow Doritos', where they gave so much meaning for just a pack of Doritos and how it helped to raise money. When it comes to the 'Cheetos' it was all about how the people interact with the product, how people react to the shape of the Cheetos in this case which was very interesting.
We've also been taught about the various strategies in marketing that we might take and from there to form our design and expose it in a creative way. Moreover we've been taught that not all of the past must be erased, sometimes a nostalgia can create much more impact on the viewers. We must also learn when to use a specific idea, we must take into consideration of the moment and what is happening during that time, to be aware. And lastly, the main point of this week was that nowadays ads ain't about promoting a product but more about spreading a message, cuz most of these ads are more of a campaign with the brand name without specifying the purpose of the brand and it's how they build their audience all of these big companies.
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