UK newspaper The Guardian
the illustration is basic and clear . it completely describes the tagline of this newspaper ‘the whole picture’ . with a pie chart and very subtle shades of colours the essence of newspaper is well brought out by the advertising agency BBH London to create this eye-catching print to show its readers they get the full story.
M and Ms introduced this so well arranged keyboard made out of the colourful M and Ms with a tag line saying’communication just got sweeter’. Most people nowadays instantly recognise the layout of a keyboard and this campaign is a sweet and playful way to showcase a well-known product. with all the simple arrangement of these sweet treats its so relatable to the concept of the tagline.
The beautiful colours and drawings were brought to you by brand communications agency Makani. The attention to detail is really what brings this piece together: just look at the fear in the elephant’s eye (who, might we point out, is also staring straight at the product) . the sight of the scared elephant draws a direct attention to the Nilkamal plastic chair. all the commotion in surroundings is left unnoticed with the the very curiously frightened look on the elephants face .
STORY VISUAL ELEMENTS
Editor-in-Chief Michael Weinzettl of Staedtler’s latest print ad campaign, which used artist Dalton Ghetti’s unique style. A campaign for Staedtler pencils by Leo Burnett, Hong Kong – Niclas Hellberg, a young German designer and student of Miami Ad School Europe had provided a link to his (German language) blog, in which he talks about the “lack of ideas in advertising” as exemplified by the Staedtler pencil campaign. a 50-year-old artist originally from Brazil now living in Bridgeport, Connecticut who earns his living mainly as a carpenter and has been creating miniature sculptures on the tip of pencils for some 25 years. With the help of a razor blade, sewing needle and sculpting knife (and without the help of a magnifying glass!) he sculpts beautifully detailed works such as a statue of Elvis or a saw, for which he used both the wood and the graphite from a single pencil.
Although Dalton Ghetti sells postcards and posters of his art, the actual miniatures are not for sale; he keeps them or gives them away to friends. But Staedtler do sell pencils and so it is quite appropriate for the creatives at Leo Burnett, Hong Kong – in fact quite brilliant I think – to pick up on this and use it in their campaign which bears the tagline “Where it all begins.”
“Brief:More and more, the younger generation has succumbed to the convenience of digital technology and forget the more inspiring way of generating ideas – pencil sketching. Staedtler intends to revive the memory in people of where designs originally begin – a sketch pencil.
“Solution: By borrowing classic design icons in different categories, we show how these classic designs were born from pencil sketches by magnifying and crafting Staedler’s pencil tip graphite into microscopic miniatures of these icons.”
MY INTERPRETATION: The pencils with the tips of the tools that help us build monuments of our thoughts has a strong character in the story behind this advertisement. From the paper to the reality it takes to carve the real thing tools to define the edge of the creativity that one stands for. a mere rough sketch has its way in the world if worked out with the right tools. this print ad stands much firmly with its tag line WHERE IT ALL BEGINS and so the story is defined best by these carved pencils.
TIME LINE OF NESTLÉ
The key factor which drove the early history of the enterprise that would become The Nestlé Company was Henri Nestlé’s search for a healthy, economical alternative to breastfeeding for mothers who could not feed their infants at the breast.
The Company formed by the 1905 merger was called the Nestlé and Anglo- Swiss Milk Company.
The end of World War I brought with it a crisis for Nestlé. Government contracts dried up following the cessation of hostilities, and civilian consumers who had grown accustomed to condensed and powdered milk during the war switched back to fresh milk when it became available again.
The effects of the onset of World War II were felt immediately by Nestlé. Profits dropped from $20 million in 1938 to $6 million in 1939. Neutral Switzerland became increasingly isolated in a Europe at war, and the Company transferred many of its executives to offices in Stamford, Connecticut.
The close of World War II marked the beginning of the most dynamic phase of Nestlé’s history. Throughout this period, Nestlé’s growth was based on its policy of diversifying within the food sector to meet the needs of consumers. Dozens of new products were added as growth within the Company accelerated and outside companies were acquired. In 1947, Nestlé merged with Alimentana S.A., the manufacturer of Maggi seasonings and soups, becoming Nestlé Alimentana Company.
After the agreement with L’Oréal in 1974, Nestlé’s overall position changed rapidly. For the first time since the 1920s, the Company’s economic situation deteriorated as the price of oil rose and growth in the industrialized countries slowed.
Under a new Chief Executive Officer, Helmut Maucher, Nestlé approached the 1980s with a renewed flexibility and determination to evolve. The Company’s strategy for this period was twofold: improve its financial situation through internal adjustments and divestments, and continue its policy of strategic acquisitions.
The first half of the 1990s proved to be a favourable time for Nestlé: trade barriers crumbled and world economic markets developed into a series of more or less integrated trading areas.
Nestlé opened the 20th century by merging with the Anglo-Swiss Condensed Milk Company to broaden its product range and widen its geographical scope. In the new
millennium, Nestlé is the undisputed leader in the food industry, with more than 470 factories around the world and sales of more than CHF 81 billion. In July 2000, Nestlé launched a Group-wide initiative called GLOBE (Global Business Excellence), aimed at harmonizing and simplifying business process architecture; enabling Nestlé to realize the advantages of a global leader while minimising the drawbacks of size.
There have also been two major acquisitions in North America, both in 2002: in July, Nestlé announced that the U.S. ice cream business was to be merged into Dreyer’s, and in August, a USD 2.6bn acquisition was announced of Chef America, Inc. , a leading U.S.-based hand-held frozen food product business.
The Company’s strategy will continue to be guided by several fundamental principles. Nestlé’s existing products will grow through innovation and renovation while maintaining a balance in geographic activities and product lines. Long-term potential will never be sacrificed for short-term performance. The Company’s priority will be to bring the best and most relevant products to people, wherever they are, whatever their needs, throughout their lives.
MASLOW’S HIERARCHY OF NEEDS
Maslow believed that people possess a set of motivation systems unrelated to rewards or unconscious desires .the five stages of this model comprises the whole society’s mindsets and priorities .
The deficiency, or basic needs are said to motivate people when they are unmet. Also, the need to fulfil such needs will become stronger the longer the duration they are denied. For example, the longer a person goes without food the more hungry they will become.
One must satisfy lower level basic needs before progressing on to meet higher level growth needs. Once these needs have been reasonably satisfied, one may be able to reach the highest level called self-actualization.
Every person is capable and has the desire to move up the hierarchy toward a level of self-actualization. Unfortunately, progress is often disrupted by failure to meet lower level needs. Life experiences including divorce and loss of job may cause an individual to fluctuate between levels of the hierarchy.
Maslow noted only one in a hundred people become fully self-actualized because our society rewards motivation primarily based on esteem, love and other social needs.
it is to fulfil the basic needs of air, food, drink, shelter, warmth, sex, sleep.this print advertisement works well with relating daily small habits with this drink . its like that the drink should be a habit too someday.
This ad for Chase fraud protection is a perfect example of a product that makes people feel more secure – more financially secure to be exact.
Safety needs protection from elements, security, order, law, stability, freedom from fear.
This advertisement for Contiki highlights the targeting for social needs. As it is important for humans to feel a sense of belonging and love within our social circles.
This ad demonstrates the esteem need of Maslow’s hierarchy of needs. The strategy of this ad is suggesting that the design of this car is so much like a plane and it is hard to differentiate between the two. This ad expresses the esteem need because people will feel very prestigious. They will also feel as if they have a very high status because their car is compared to a plane.
SEL ACTUALIZATION NEEDS
Self-actualisation involves the desire for self fulfilment, for becoming all that one is capable of becoming. realising personal potential, self-fulfillment, seeking personal growth and peak experiences.
VALS (VALUES ATTITUDES AND LIFESTYLES)
These consumers are on the leading edge of change, have the highest incomes, and such high self-esteem and abundant resources that they can indulge in any or all self-orientations. They are located above the rectangle. Image is important to them as an expression of taste, independence, and character. Their consumer choices are directed toward the “finer things in life.”
These consumers are the high-resource group of those who are motivated by ideals. They are mature, responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have high incomes but are practical consumers and rational decision makers.
These consumers are the low-resource group of those who are motivated by ideals. They are conservative and predictable consumers who favor local products and established brands. Their lives are centered on family, community, and the nation. They have modest incomes.
These consumers are the high-resource group of those who are motivated by achievement. They are successful work-oriented people who get their satisfaction from their jobs and families. They are politically conservative and respect authority and the status quo. They favor established products and services that show off their success to their peers.
These consumers are the low-resource group of those who are motivated by achievements. They have values very similar to achievers but have fewer economic, social, and psychological resources. Style is extremely important to them as they strive to emulate people they admire.
These consumers are the high-resource group of those who are motivated by self-expression. They are the youngest of all the segments, with a median age of 25. They have a lot of energy, which they pour into physical exercise and social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on new products and services.
MIDDLE CLASS MEN
These consumers are the low-resource group of those who are motivated by self-expression. They are practical people who value self-sufficiency. They are focused on the familiar-family, work, and physical recreation-and have little interest in the broader world. As consumers, they appreciate practical and functional products.
OLD PEOLPE HAVING PENSION AS INCOME
These consumers have the lowest incomes. They have too few resources to be included in any consumer self-orientation and are thus located below the rectangle. They are the oldest of all the segments, with a median age of 61. Within their limited means, they tend to be brand-loyal consumers.
PROMOTE BRAND RECALL
Amul is one brand which has grown and reached the nation world wide with there animated amul girl campaign which they have started of with and still are endorsing their brand with it. With all the social issues and latest updated. The jingle is marked in the customer’s mind and so the brand grows stronger with this all time fun to say jingle ‘utterly butterly delicious AMUL !’ The jingle is a strong weapon with this brand as it includes the name of the brand too. And with this the brand recall is with this jingle for amul is well associated. UNIQUE SELLING PROPOSITION
|Tagline/ Slogan||Taste of India|
|USP||Quality and affordability|
|Segment||Quality conscious children and adults|
|Target Group||Kids and youth|
|Positioning||Taste of India by giving them quality products|
|Strength||1. Creative advertising campaigns through print ads and TVCs 2.High brand presence and availability through retail and local stores 3.High visibility of the product with BTL marketing 4.Excellent product quality and trusted name|
|Weakness||1. Limited international and rural presence 2. Lot of competitors in the segment means limited market share|
|Opportunity||1. Smaller packages for instant consumption 2.No frills packaging for rural customers at lower cost 3. Newer tastes/varieties 4.Tieup with restaurants/food chains/pizza parlors|
|Threats||1. Growing market share of other players 2. Entry of other international or local players 3. Decline in consumption by health conscious people|
|Competitors||1. Britannia Cheese|
INSTILL BRAND PREFERANCE
FEEL GOOD FACTOR
Dove as a brand has made sure u feel feel beautiful and confident no matter what. Using there advertisement where they portray that all the bars like age size colour have no meaning when it comes to being yourself being beautiful. feel good about themselves with the “Dove Campaign for Real Beauty.” Struggles with self-esteem are ubiquitous, so bolstering self-esteem in a way that makes women feel good about themselves has universal relatability and appeal. By striking an emotional chord that women can relate to and instilling a sense of pride, Dove has been able to reach millions of women. One of Dove’s ads posted last year had over 62 million views by the time of this blog post. This ad serves to show women how devastating an often inaccurate and low-opinion of themselves can be by depicting an artist sketching the women as they describe themselves and comparing it to how others describe them, encouraging women to have pride in themselves.
WRIGLEY ORBIT: CHICKEN
“Don’t let lunch meet breakfast.”
Agency: Gitam BBDO, Israel
Executive Creative Director: Shani Gershi
Creative Director: Hadas Liwer
Art Director: Gabi Kikozashvili
Copywriter: Yohai Asher, Lior Shvartz
Illustrator: Gabi Kikozashvili
Executive Account Manager: Yuval Vaingast
Account Manager: Keren Bachar Amitai
Account Executive: Adi Schechter
DOLCE AND GABBANA
To stay on top in the fashion industry, designers always seem to push the envelope in their advertisements—seeing just how much more they can get away with when putting out each new ad. Perhaps as a way to make their advertisements stand out, many high-end designers use risqué images to advertise their companies. The way designers see it, using sex appeal in their advertisements can create excitement for the viewers, causing them to be more attracted to the products or label advertised. If anything, their products will gain attention by displaying shocking images, making the brand memorable in people’s minds.
SCARE THE CONSUMER INTO ACTION
Again and again, the study found, advertisements that try to simply “scare” consumers into actions — such as buying protective sunscreens or avoiding dangerous drugs — are far less effective than ads that also “disgust” consumers into taking the action. The best way to elicit disgust: Display totally gross images.
A transformational advertisement is one which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement. Thus, advertisements in this category “transform” the experience of using the brand by endowing this use with a particular experience that is different from that of using any similar brand. It is the advertisement itself which links the brand with the capacity to provide the consumer with an experience that is different from the consumption experience that would normally be expected to occur without exposure to the advertisement.
SITUATING THE BRAND SOCIALLY
SLICE OF LIFE EXAMPLE
PRINT ADVERTISEMENT REVIEW
Chanel’s Cara Delevingne and Pharrell film
Reincarnation is a musical inspired by the history of an iconic Chanel jacket.
Cara Delevingne’s vocals, excellent costumes and the gorgeous Pharrell Williams to keep you entertained during the seven-minute film.It doesn’t take a math genius to figure out that Pharrell Williams plus Karl Lagerfeld plus Cara Delevingne equals great things. We knew Pharrell and Cara Delevingne had united for something exciting, but we didn’t know it involved a certain Mr Lagerfeld. But today Karl Lagerfeld has unveiled more details about his forthcoming Chanel film starring Pharrell, Cara and a host of other Chanel faves, and it’s set to premiere at the Métiers d’art collection in Salzburg next week – the night before the Paris-Salzburg 2014/15 Métiers d’art show. This picture says a lot about the project that is reincarnation . they have recreated a very imported part of channel’s life . this film is much like an ode to the history of this very majestic/revolutionary brand.