Life Is Not A Billboard
Next time you find yourself working on the next commercial, poster or billboard, please consider that hijacking our attention – on the sofa or on the street – might not be the most fun and convincing way to permeate culture and create a compelling emotional connection. By Tali Krakowsky
By: Tali Krakowsky, Published: Nov 04, 2009
I certainly don't have answers about where advertising will migrate to but I really feel that there have to be better ways of interrupting our time and space.
Mass messaging is often clearly not the right solution. Instead, branding and advertising is becoming more curated and personalized. It's also more subtle. In fact, lately it's becoming more difficult to find products in advertisements.
Agency: Saatchi & Saatchi
Client: Silverfish Books
Agency: BBH London
Client: Levi Strauss EMEA
Advertising now seems to want to seep into the fabric of culture, crawling into television shows, video games, architecture and even high art.
Art Directors: Christoph Stricker, Julia Elbers
Copywriters: Henning Patzner, Timm Weber, David Wegener
Illustrator: Mick Brownfield
To do that we have to respect the sophistication and interests of our audiences, and create branding that honors and celebrates their culture. One way to do that is to create public and private places that entertain, stimulate, inspire and engage people. They can be physical or virtual destinations, or both. They don't have to reach everyone. They simply have to touch their target audience, and that touch, too, can be physical or virtual, or both. These spaces may or may not sell anything directly, but they have to be embedded in the community.
Living Light is a building facade of the future that displays air quality and public interest in the environment. It is a permanent outdoor pavilion in Peace Park, across from World Cup Stadium in Seoul, Korea. The world is too intelligent to be told what culture is – we have to feel it. I think it's no longer sufficient to put up a sign (whether it is moving or not) that tells people what to do. Our job is much more difficult now. We have to become our message.
1 Comment:
By bfaulkner November 12th, 2009 01:38:44 pm
