Here's a simple and powerful campaign idea from UN Women
using real suggested search terms from Google's auto complete feature. The ad is
both simple, but multidimensional- creator Christopher Hunt, head of art for Ogilvy &
Mather Dubai, offers this summary: “This campaign uses the world's most popular
search engine (Google) to show how gender inequality is a worldwide problem.
The organization successfully combined the right visual with
the right message, which produced the desired effect- controversy. They sought
to address a provocative issue to an international audience. In particular they
wanted to reinforce the preexisting notion that women are discriminated
against within the global community.
The message is creative, and provides a two sided
conversation, and utilizes copy in conjunction with an attention grabbing
visual. The message creates a lasting persuasion.
Women Shouldn't… You fill in the blank. It’s a call to
action pulling on the heart.
Women shouldn't... have any limitations!
This is a really powerful ad. The copy is effective without saying much. The ad lets the viewer interpret what it is saying and then process the message and formulate an opinion. These are the best kind of ads. Not only do they create awareness but they also resonate with the people that view them and allow for further discussion and reform.
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