“Good advertisers want consumers to say 'it's a great product' rather than 'it's great advertising'” said Léo Burnett. At We Are COM, we totally agree 👌🏻... but when we find "a great advertisement" we want to present it to you and share the lessons!
Focus on 4 particularly successful campaigns at the start of the year ...
3. Lacoste
Its green crocodile can be identified between 1000. Lacoste, with the BETC Paris agency, has decided to use its emblem in the service of the defense of endangered species. The result: ultra-limited edition polo shirts, where the crocodile gives way to 10 endangered animals.
This operation, unveiled during Paris Fashion Week, marks the launch of a three-year partnership with the International Union for the Conservation of Nature (IUCN). It inscribes Lacoste's commitment to the animal cause and shows us once again that the brands have increasingly strong and visible societal objectives.
What do we remember?
Playing with his logo is good. Use it for a good cause? It's even better. A clever device that is not “free”.
2. Intermarket
Definitely. Intermarché, a large retailer with an obsolete image a few years ago, has a series of great advertising stories. After his campaigns of Holidays and Valentine's Day, the brand, again in collaboration with the Romance agency, unveiled a new “emotion” spot. On an air of Luis Mariano, this TV campaign of nearly 2 minutes (wow) softens us keeps the spectators in suspense.
After working on the brand image, Romance now puts its delicate storytelling at the service of Intermarché's distributor product 🍪🍪🍪
What do we remember?
Is there still a limit between a brand and its products? What matters is the story and the emotion it gives us. CQFD
1. Orange
Road Safety often unveils "shock" advertising spots. With the prevention film "#LaBonneConduite", the fall of history is just as striking as its transmitter. It is the national operator Orange who takes the floor, with the La Chose agency (in charge of the Road Safety budget!) for an advertising full of seriousness and finesse.
“We are here to bring you together, not to separate you”, carries a voice-over, at the end of the film. A societal commitment that goes far beyond the historic role of telecoms. " The commitment of brands to the heart of the City is a profound and structuring phenomenon of our time, of which we are undoubtedly only living the beginnings. » analyzes Benoit Lozé, director of strategic planning at Havas Paris. And Orange has undoubtedly just taken a major step, in France, on the subject.
What do we remember?
No more looking at each other: brands have an impact on society, and they assume it! Their transformative power is known, even expected, by their stakeholders. Do we commit?
Special mention: Perrier
In the "revival" category, the sparkling water brand is not at its first attempt! After rebroadcasting some of its most famous spots, Perrier is remaking the film this time. Thus, “La Lionne”, a video produced in 1990 by Jean-Paul Goude, and still considered one of the most striking advertising campaigns of his generation, returned to the screen at the start of the year.
To boast of its fine bubbles, Perrier therefore uses its brand codes… in a lighter way: goodbye adults, hello little girl and lion cub. Mini size, same pleasure... same advertising effect?
What do we remember?
Spielberg returns to the top, DDP sweatshirts are on the shelves again, we have never sold so many Polaroids… In short, we are in the middle of a “revival”. On the brand side: we dare to surf on the trend to enhance its history!
