We’re back at it again with a lack of white vans and an eagerness in our eyes. The first task is finding 3 creative advertising campaigns and do a little research on the agency behind it. One local (Brisbane area), one national (Australia), and one international.
I’m not sure whether this counts as local since it’s state-wide for Queensland so I’ll roll with it. Khemistry is a Brisbane-based advertising agency that works with a lot of print and video media. They have a really friendly vibe, their online About page just a wall of tiles dedicated to introducing each member of the team and stating their position. I like that they don’t take themselves too seriously and still manage to create interesting content.
Speaking of interesting content, the 2016 Census. Yeah. Khemistry was tasked with creating a campaign to try and get more Queenslanders to actually do the census this time, since over 75, 000 people in Queensland decided they’d rather not back in 2011. That’s a lot of people skipping out on a pretty important info-sweep. Fittingly, Khemistry brought on the best known counters in the world; Count von Count from Sesame Street, to help QLD out with getting it’s citizens to, you know, count themselves.
This is a really fun campaign. It brings in a really familiar face; every young person who grew up with Sesame Street and every older person who has to watch it with their kids every day knows who the Count is, and how much he loves to count. They created a 30-second TV advertisement, aiming to encourage everyone to complete the census. After all, would you want to miss out on being counted by the Count of counting himself? Of course you wouldn’t, so you’d do the census. You can see the video here, it’s so cute I think I watched it about 7 or 8 times. I don’t know, I forgot to count.
For the national one, found a cool campaign made by McCann, an agency with businesses in Brisbane, Sydney, and Melbourne. McCann was first founded in 1912, and registered the world’s first advertising trademark; “Truth Well Told”. Some of their best known clients are writers, such as Bryce Courtenay and Dr. Seuss. This agency was also the one responsible for the Dumb Ways to Die campaign, which I thought was funny since I happened across it just after viewing that video in class. That campaign is known as the most Viral Australian Ad Campaign as well as being the most awarded ad campaign in history. So these guys are pretty big.
So the ad campaign I discovered from them was made for Tigerair, and is called The Tigerair Infrequent Flyers Club. This campaign was built on an understanding that most Australians spend barely any time on planes at all, because let’s face it, almost nobody has the time/money/emotional strength to get on a plane and go somewhere often enough to warrant all the flight rewards offered by other airlines. At it’s core, the Infrequent Flyers campaign was satirical, yet Tigerair currently has around fifty thousand people registered as Infrequent Flyers anyway.
The following are a few posters included in the campaign (click for larger size);
My favourite part of the campaign is that it takes the same kind of upper class targeted, fancy-talk attitude used by the airlines that try to coax customers into membership clubs with the offer of redeemable points or in-flight benefits, but this one awards customers absolutely nothing. You get nothing in return for being an Infrequent Flyer, but if you’re the kind of tightwad the ads talk about (I know I am), then what do you need the benefits ? The club offers 18 different membership cards from which you can choose – no card is different to the other except for the colour – ranging from Beer to Aerobics Leotard Blue to Hipster Chino and even Bin Green. It’s a really smart way to put a fun spin on an airline that is notorious for not being very fancy – you’re on a Tigerair flight because it’s cheap, and Tigerair knows it.
You can view more info and some video footage from the Infrequent Flyers Club campaign on the McCann website, here http://mccann.com.au/project/infrequent-flyers-club/
The international campaign I found was Apple’s 2006 “Get a Mac”, a series of around 60 short videos outlining the differences between PC and Mac computers, and the benefits Mac has over PC. It was created through TBWA/Chiat/Day, who set up an advertising agency called TBWA/Media Arts Lab in order to focus on piecing together these videos for Apple. The agency gained a great deal of its recognition from the Apple campaign, working with other huge brands such as Twitter, Netflix and Disney on a few different campaigns.
Get a Mac is a bit of a silly campaign, too, in keeping to the theme I’ve laid out for myself so far on this blog. It employs two actors, one frumpy looking, “boring” stereotype of a guy to play as the PC (kind of looks like Dwight Schrute from The Office), and a cooler looking guy to play the hip new Mac. In a long series of very short videos, the two discuss their similarities and their differences (with Mac holding the benefits over PC every time, of course). One that stood out to me in particular was one which shows the two holding hands, them explaining that they do work together, and speak the same languages. A Japanese woman playing a digital camera joins them, holding Mac’s other hand, and the two converse easily while PC is left scratching his head and having no idea what either one is saying while Mac and Camera pass pictures back and forth to each other and speak in Japanese. You can see all the videos at Adweek, who so kindly brought all 66 videos together in one list you can pick and choose from: http://www.adweek.com/creativity/apples-get-mac-complete-campaign-130552/
Advertising is definitely really interesting and after doing this research, I think it’s something I would be more interested in. When I think of advertising I would usually have this image of boring cliches and consumer manipulation, but it can be fun and that can be really easy to forget.