As a company Coca-Cola has some questionable business practices, but I guess you don’t get as large as Coke has without having some questionable business practices . None the less, with Cokes enormous advertising budget, they get to advertise in new and clever ways. Sometimes it’s all big budget stuff like the animated shorts that they show before films to a captive audience, other times it’s more low-budget, outdoor advertising like what Toronto based advertising agency MacLaren McCann has done here. (just to clarify outdoor advertising isn’t cheap, it is considerably more affordable than a five-minute CGI short film though). “Refresh one the Coca-Cola side off life”, takes standard billboard advertising and ads a three-dimensional spin to it, creating some eye-catching visuals with a simple play off of a straw in a bottle.
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