What Makes a Campaign Stick?

Chloe Cleaver, one of our Creatives, discusses three of her favourite ad campaigns.

Whether you love ads or you fast forward through them every chance you get, we have all come across at least one that has stuck with us. Maybe it was a funny ad, a clever ad or an ad that had a strong message you can’t shake. I am very passionate about advertising so I notice a lot of campaigns but there are a few that stood out to me and more importantly got me talking about them. Here are my top three favourite campaigns… so far.

LIKE A GIRL

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For someone who grew up hearing ‘You kick like a girl’, ‘You fight like a girl’ or ‘That was pretty good for a girl’ so often it had just become part of the norm, it’s exciting to see an ad campaign like this. Finally, the world is catching on and realising it’s about damn time we stop using the phrase ‘Like a girl’ in a derogatory way. Instead of attempting to get rid of it altogether and making it a taboo phrase like ‘He-who-must-not-be-named’, Always decided to force people to think about how we’re using the term and to actually change the definition of what doing something ‘like a girl’ means.

In a powerful 3-minute video that went viral over social media, they ask people to do certain actions, such as running and fighting ‘like a girl’. Which of course has people flailing about, pretending to flick their hair. Then they asked young girls to do the same thing. You can probably guess what will happen, but watch it anyway and you’ll see why it’s a strong favourite of mine.

 

LAST SELFIE

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I tend to like ads that are addressing a more serious issue and I especially appreciate ads that take advantage of a popular and topical platform. The Danish branch of World Wide Fund for Nature (WWF) took the quick and disappearing aspect of Snapchat and applied that to the fact that some endangered animals are disappearing just as fast as the snapchats we send.

This campaign is simple but hard hitting and they’ve capitalised on a trend that has over 100 million users every day – very smart. The copy ‘Don’t let this be my #lastselfie’ is speaking directly to those millions of snapchat users who make up this selfie generation we live in. Surely for some, the idea of taking your last selfie is a very scary and uncomfortable thought, so why should it be any different for an endangered species?

Strong art direction, great copy and a simple, yet effective message.

 

K9FM

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A less serious favourite of mine is K9FM by Pedigree. Taking a simple truth and the fact that anyone can be touched by a happy dog story. The truth being that dogs can get stressed when left at home alone. K9FM was a radio station created solely for dogs, to entertain them during those long 9-5 stretches that their owner is out of the house.

The radio station aired original content aimed specifically at dogs. With segments that play classical music (which calms dogs), to one which lists different cuts of meat and even an opportunity for owners to give their dog a shout out. It’s simple, it’s funny, it’s quirky, it’s a favourite.

These are the campaigns that have stood out for me and I’m sure you can see why. They all have a strong and simple message behind them and that is what makes them stick. It’s not the way they’re presented, for me it’s the thought behind the ads that leaves me thinking about them long after watching.

By Chloe Cleaver on August 9, 2016
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