Winters in Berlin, Germany are cold, cloudy, and rainy. You can't blame someone for wanting to get away if they're forced to deal with these conditions for months on end. Why not take a trip to California, Africa, or Mexico? Usually the problem is money, but sometimes it just takes some inspiration to get consumers to take the trip. And what better way to inspire people than through science?
An ad company by the name of Lapiz did just this. They created an art exhibit in Berlin that holds an actual tequila cloud in an effort to get people interested in going to Mexico. To create the cloud, they used ultrasonic humidifiers, and the cloud only rains in the exhibit when it's raining in Berlin. This advertising effort is a perfect mix between art and science that ignites the imagination of its viewers.
The imagination is an important tool when it comes to persuasion, especially when alcohol is involved. People may be able to view pictures of Mexico, but the pictures are no different than what they saw in their science books when they were children. Sometimes people need something new, something to get them thinking about the infinite possibilities of travel again. If this country is able to make a cloud out of tequila in an effort to advertise itself, then what else could be possible there? What else could happen when tequila is involved in warm, mystifying Mexico? Viewers would need to book a trip to find out.
Source: https://www.entrepreneur.com/article/291958
This is definitely one of the most unique forms of advertising that I have ever seen. Combining creativity, science, and alcohol together is a very interesting mix. I think that it was very strategic to take what many people love most about Mexico (the tequila) and combine it with what many people hate most about Berlin (the rain). It will be interesting to see how many other agencies will be begin using science when creating their ads after seeing this.
ReplyDelete