We live in a technology-enabled and hyper-connected world, but sometimes it’s leaving us with less time to devote to the simple things, which are usually the most important ones at the end.
Such things like spending more time in the park without a computer or phone, just with our loved ones, just walking and drinking a cup of coffee or even such small things like saying “hello” to your neighbour in a beautiful sunny morning – the small things, which make the big difference in life.
This case is performed in very inspiring way in the new advertising campaign of Nescafe “The nextdoor hello”, developed by the advertising agency Piblicis, Milan, Italy. It’s outstanding, because it’s not just an advertising campaign, presenting the advantages of one product, but an advertising campaign, which is upgrading the product with a social message, that goes beyond it and makes you not only register facts, but think and make a change.
The beauty in our life is in the little details, in the little things, which we so often don’t realize:
in one smile
in one gesture
in one kind word
why not in one “Hello”
You know, saying words is not enough. You have to say them with the right attitude and gesture. You have to say them with all your heart, because people always recognize the “true thing”.
Days ago I saw a thought, which really impressed me with its truth. And it sounds this way: “There is no more B2B or B2C. It’s H2H: Human to Human“.
That’s why I believe, that the mission of marketing is not only to increase sales and make a profit, but also to educate people how to make all these things in a beautiful way, in a way, which makes a positive change – based on the beauty of the communication approach, the beauty of the relationships between people, no matter if they are personal or business.
This is the reason why I like so much the last “Hello experiment” of Nescafe in the Milan library in October this year, presented in the video below.
Chanel №5 ads are always so feminine with their main hero – the charming and independent woman with rich personality, strong spirit and unbelievable beauty.
The last choice for the “main hero” in Chanel №5 ad is Gisele Bündchen.
If I have to be honest, I don’t like this ad:
too many “sugar”
too many romantic
too many sweet predictable emotions
But everybody knows, that this perfume is classy for so long. There’s nothing new about its characteristics, BUT there are lots of things you can learn about the emotions, it’s creating, if you own it. That’s why its ads are based not on the product characteristics, but on the emotions (in fact this is the case with all famous perfume brands).
Yes, the ads of Channel №5 are too sweet sometimes, but especially this one with this cover of the song, is something bit different.
This OOH communication is the real proof, that when you understand the client’s brief clearly and when you have a real professional creative approach, based on this understanding, the result could be great.
Here we have:
the right message – simple and clear
the right approach – using the electricity itself
the right place
I could say only one word for this OOH communication: BRAVO!
The visuals today don’t need to explain their meaning.
They are so strong as an expression and copy, that I’m just speechless.
They are the proof, that the social ad campaigns have meaning, because they make us face the problem, realize it and really think about it (by “social campaigns” here I’m talking about the real social campaigns, not those, which the celebrities use just to make PR for themselves).
Below are visuals of social campaigns, which raise awareness about one important environmental issue – to LET the animals on our planet LIVE.
Here are the visuals! I could not say this time “Enjoy it!”.
I’ll say “Think about it, do something positive about it and spread the message!”