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“Nothing is creative, unless it sells”. Advertising wisdom
Advertising is the art of seduction. And how to seduce best? – With charm, which is the art of seeing into other people’s needs and desires. This is why we focus on creative ideas and clear messages instead of quick gags and flat punch-lines.
EXAMPLE
GfK – Understanding decisions.
This is the motto used by Gesellschaft für Konsumforschung (GfK) in a new image film to present the core motivation of its assignments. The GfK Group provides the fundamental scientific skills that are required by industry, commerce, service providers, and media worldwide to be able to arrive at market decisions. For over 75 years now the GfK has been a respectable, leading barometer in the area of market research worldwide. In an ethnologically representative manner the image film, designed with an international appeal, picks out day-to-day moments when decisions have to be taken, without disclosing their outcome. Understanding decisions. That’s the business of GfK!
Agency services: Idea, concept, production.
EXAMPLE
TV-trailer
Information in motion. Intermeshed image compositions visualize the core messages: nutrition, consumer protection, agriculture, the environment. A trailer with the ductus of a news programme implements messenger and informational competence. The aid Infodienst Verbraucherschutz, Ernährung, Landwirtschaft e.V. in a door-opening dialogue with experts, multiplicators, practical specialists, and consumers.
EXAMPLE
CMA Poultry. In the kitchen where it belongs
German poultry tastes great. And where? Why not where household life takes place – in the kitchen. And we tell the story of where the poultry comes from: a biography with the D/D/D quality seal – initiated by the German poultry industry in cooperation with the CMA. This information campaign shows poultry at its final destination: in the kitchen. Emotional, honest – the protagonists stand by their purchase decision out of conviction. Identification with a modern product and lifestyle. With the seductive smell of a second helping.
EXAMPLE
Makrolon. The material for stories.
Who’d have guessed it? Bayer AG has been producing Makrolon for 50 years. Up to now a silent success story, and now one that we give a voice to. Makrolon is a material used for making eyeglasses, protective helmets, automobile headlights, CDs, water bottles, and even the roofs of entire sports stadiums. This advertising campaign shifts the material into the limelight with emotionalized product associations. Innovations out of everyday life.
