What a difference a year makes. The images below are from a Mastercard campaign that was developed by McCann Columbia that is built around shared experiences. The imagery is great incorporating the Mastercard logo into a series of engagements that involve eating out, sports, travel, etc. All things that people really aren’t doing right now because of the global Covid-19 pandemic.
The background copy that accompanied the launch of the outdoor campaign read “At Mastercard, we believe in experiences. We believe in the awe of simple things. We believe in those moments where only present matters. To us, that’s priceless and we got the opportunity to merge our logo into some of those occasions for all of the 2019 billboards.”
It’s a great campaign. The visuals alone are fantastic, selling the product/service in a quick read that billboards need to do. The irony is, that there is no way Mastercard and McCann could have foreseen the future when this campaign was being developed. And if it is like any outdoor campaign I’ve ever worked on, there is a pretty solid chance that a number of these billboards are still up in Latin America, which unintentionally drives home the reality of where the world is today. Social distancing, self isolating, and apart from one another. The polar opposite of what this campaign originally set out to champion.
It’s beautiful work though, and the team that created it should be extremely proud of what they produced. Great photography, solid retouching, simple and effective copy… priceless.
Simplicity in advertising is something that works well, but isn’t always easily achievable. There are so many factors that play into making messaging overly complex, or watered down to the point that they lose their effective edge. Occasionally you see an example of an ad that hits that sweet spot of simplicity, with clever effect. The reflective billboard created for McDonald’s in the video below is a great example of this. By day, a blank image, by night a message only visible to to a motorist as they pass.
Agency: Cossette Vancouver
Creative Director: Rob Sweetman, Bryan Collins
Art Director: Addie Gillespie, Mia Thomsett
Copywriter: Addie Gillespie, Mia Thomsett
Producer: April Haffenden
Back in the late 70’s Missouri held a vote to regulate billboard advertising on I-70 in the state which failed to pass. If you ever drive between Kansas City and Saint Louis you are probably aware of the visual pollution that covers every inch of the interstate sidelines.
Around the same time as the state wide vote, Kansas City Missouri also had a referendum to regulate billboard advertising within the city. That law did pass, but wouldn’t go into effect for months, so billboard sign companies scrambled to erect hundreds of additional billboards. If they got them up before the law went into effect, they got to stay. Consequently the Kansas City skyline is blighted with an overwhelming amount of billboards.
Billboards and commercial messages dominate the public space like never before, and they are no longer static images. We are now bombarded with moving pictures, sound and interactive components as well. It has become an even more serious form of visual pollution that continues to grow.
“This Space Available” looks at diverse activists from the worlds of advertising, street art, and politics. Influenced by Marc Gobé’s writing “Emotional Branding”, Gobé’s daughter Gwenaëlle directs this documentary about how New Yorkers and others around the world want to reclaim the integrity of their cities against an onslaught of visual pollution.
I’m not a huge gamer. I play light games on my iPhone and in the day I have been known to play some first person shooter stuff on my computer. I have no idea what the theme behind “Alan Wake” is for XBox 360, and that’s OK. These ads made me look, and that is what they are supposed to do right? Look, take notice, and retain information with an intent to recall and act on it later.
Toronto based McClaren McCann has created a really nice campaign here for Microsoft promoting the game through unique outdoor solutions as well as matching point of purchase posters. The imagery sells the point of the game without me knowing much about it. One quick look tells me that it’s gonna get intense and scary when the lights go out. My only complaint about the ads is a lack of call to action. There is no web URL on these. I know most gamers are smart enough to Google “Alan Wake”, but you would think McClaren McCann would have put a link to a micro site on these. I’m also curious if there is any hook to social media sites like Facebook and Twitter? It would have been a nice tie in to the rest of the stuff shown here.
Advertising Agency: MacLaren McCann, Toronto, Canada
Creative Directors: Sean Davison, Scott Couture, Gary Lennox
Art Director: Arron Isaac
Copywriter: Natalie Greenspan
Photographers: LSD Photographers
Illustrator: LSD/ JP Goulet Group