Creative advertising is fast. The most creative and interesting advertising projects. Creative elevator in Japan

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To make an impact and make an impression, ad designs need to be fresh and fresh. It's not a secret. Let's take a look at the best examples of creative advertising. The pictures are taken from a variety of businesses, many of which use humor, but not all of them try to be funny. We hope they inspire some fresh ideas.

The purpose of creative advertising

Today, in order to win the competition, it is not enough to produce quality goods and sell them at an affordable price. You need to interest potential buyers with your products.

With its help, marketers push people to purchase a specific product or order a specific service. Moreover, the choice of consumers can be either deliberate or not.

Such marketing cannot be called creativity in its purest form, since it is initially limited to a certain framework. When creating a project, the author does not focus on his preferences, but solves the customer's problem. The creativity of the process consists in understanding for what purpose and for whom exactly a specific product is being developed.

Today, in order to interest a consumer, he first of all needs to be surprised. For this, in the preparation of advertising, solutions are used that go beyond the ordinary. Creativity is, first of all, a departure from clichés.

To create creative advertising, the most modern marketing tools are used: original graphics, beautiful slogans, interesting texts, audio and video materials. Due to all this, it is much more effective than the traditional one.

There is a far from unfounded opinion that domestic creative advertising is inferior in quality to Western ones. But from time to time, Russian marketers also release a rather interesting product, and even receive prizes at the Cannes Lions international advertising festival.

The most memorable creative advertising: examples with description

It turns out that aliens also have a sense of humor. Only now they laugh at our misfortune - completely spoiled by the ecology of the planet. We litter in our own home, so we are only worthy of such an attitude. No wonder the slogan on the poster calls: "Let's not be a laughing stock for the Universe."

The flag installed by the Americans on the Earth satellite was made in China. And in order to be convinced of this, it is not at all necessary to fly to the Moon, it is enough to look through the Orion telescope. A great example of creative advertising that talks about the capabilities of a particular product.

The "Raging Bunny" powered by Durasel batteries has long annoyed our citizens. Employees of the Singapore-based advertising agency Gray went the other way and told a story in the genre of black humor.

The girl thought that the old toy had fallen into disrepair and threw it away. But it was not there! The famous battery allowed the doll to return from oblivion in order to brutally avenge the "betrayal". The slogan on the poster is appropriate: "Some toys never die."

Another example of highly creative advertising. Previously, many people associated Siemens only with high-quality mobile phones. But who said that the vacuum cleaners produced by the company will be worse? They are so silent that their work does not bother anyone, even during an important event.

An example of creative, smart and even useful advertising. The fact is that its creators not only suggested to McDonald's visitors what dish to eat at what time, but also used the effect of a sundial for this. You can really tell the time by the shadow of the sign on the roof of the establishment.

Gray Paris-based marketers are convinced that creativity forgives everything, and even took this thought out as a slogan. A very creative advertisement for the Lego brand, which is liked not only by adults, but also by children.

Examples of creative print ads

Print advertising as a form of promoting goods and services is the oldest. For a long time, it was she who occupied the leading position in the market and only relatively recently began to lose in this regard to television and the Internet.

Many companies began to refuse to place advertisements in newspapers and magazines, motivating their decision with its limited opportunities. Of course, the printed word is not a catchy melody and, moreover, not a video, but with the author's proper imagination, it can impress no less.

In just two or three pages, you can create a spectacular story. Take, for example, a creative ad for the international shipping service DHL developed by Shanghai J&J Advertising Co. The two magazine sheets are separated by a transparent insert, which depicts a postal courier.

Print ads can even be 3D. The picture in the magazine is equipped with a Chinese flashlight that can be inflated for the effect of an almost real bubble of Arcor chewing gum. The project was handled by the Brazilian branch of the advertising agency Leo Burnett in São Paulo.

Another example of such creative advertising is the work of WE Marketing Group specialists for Clinique. The top of the page has been cut into thin strips, allowing readers to see the amazing effect of the new mascara with their own eyes.

No less visual is the creative advertisement for Epildou depilation strips from the agency lg2. Two adjacent pages are glued together with transparent glue. When they are separated, a characteristic sound follows, and the reader sees the result of the cosmetic procedure.

Bras from Wonderbra are known for visually improving the shape of the breasts and adding volume to this part of the body. The push-up effect can also be observed on the pages of the magazine, which advertises the products. As soon as the strings are pulled, the model's chest begins to rise.

Unitech.

India's premier construction firm and Delhi-based agency JWT have taken creative advertising to new heights, both literally and figuratively.

A vivid example of the fact that you can use any form to promote goods, even matchbox layouts. A high-rise building assembled from them, advertising a new cottage town, is a vivid confirmation of this.

FedEx.

FedEx Shipping ...

... works much faster than its competitors.

Netflix.

Absolut Vodka.

In 2000, the company placed a large billboard on a street in Manhattan. Furnished with furniture from IKEA, a one-room New York studio apartment was "fitted" into the shape of an Absolut bottle.

Pantene.

The giant pigtails attached to buildings in Toronto amply demonstrate the value of Pantene shampoo. A very striking example of creative advertising.

Tibits.

Nike.

To get consumers interested in the new Free Flyknit sneaker, Nike marketers and Shanghai-based agency Wieden + Kennedy decided to "shoe" the bare foot painted on the billboard into a sneaker. Three workers "tied" him with special ropes right in front of interested spectators.

Angry Birds.

Bubble Gum.

Children love to blow bubbles out of chewing gum and compete to see who has the biggest bubble. And there is nothing surprising in the fact that many people are watching the flight of a huge balloon supposedly made from Bubble Gum with interest.

Volkswagen.

The originality of this decision can only be envied.

Examples of creative advertising in Russia

The first laureate of the Cannes Lion in the history of the Russian representative office was a domestic manufacturer of chocolate, animal feed and other everyday goods. This company has many examples of creative advertising, and the developed projects have both a purely commercial and social focus.

For example, the “Sun for Best Friend” idea, which won the coveted prize, is dedicated to the adaptation of people with Down syndrome through their work in animal shelters. The project was developed by specialists of the BBDO Moscow agency for the Pedigree brand of dog food.

GK PIK.

The construction company PIK, in collaboration with the Leo Burnett Moscow agency, also boasts examples of truly creative advertising. Several videos released as part of the # Fall in Love campaign became incredibly popular on the Web, were liked by TV viewers and claimed the highest places in advertising festivals.

CYANOGEN.

Creative advertising from this service for the sale and rental of real estate is an example of real art, where Tarantino's aesthetics, Brodsky's poems and semi-erotic scenes are intertwined in the most bizarre way. This video was not only successfully shown on television, but also went viral on the Internet.

Examples of creative real estate advertising on radio

Provocation.

Provocative marketing is most often based on two elements: creating intrigue and then exposing it. The viewer must be strongly interested in something, but not let him quickly figure out what is happening. Aerobatics in this area, when a person does not even understand that he sees an advertisement in front of him: after all, there is simply no name of the product or the name of the company.

Various provocative marketing techniques can be used. For example, start word of mouth when people tell their relatives, friends and acquaintances about an event that they accidentally witnessed.

No less popular is the method of urban provocations, when the meaning of an advertising campaign is revealed only at its very end. For example, a company places billboards with a bright picture in public places, but does not even hint at what this image refers to.

This method was once used by the mobile operator MTS, whose revenue after the rebranding increased by 35.5%.

Another provocative marketing technique is called the "scandal strategy" and is based on shock situations. An example of this is the promo video of the film "Telekinesis". People have always been frightened by something incomprehensible and supernatural, and after the "terrible" advertising, many decided to watch the movie in the cinema.

Although provocative marketing is a fairly effective promotion channel, it cannot replace a full-fledged advertising campaign. This is just one of its elements - the more creative the idea is, and the more the viewer likes it, the better it works.

Viral Marketing.

Creative advertising, which really "hooked" the consumer, turns him into a "carrier of the virus". A person shares the information received with family, friends and acquaintances, thereby advertising a certain brand, product or service.

A striking example of viral marketing is the videos made by the Smetana agency for M.Video and advertising promotions with discounts from this company.

Guerrilla marketing.

Guerrilla marketing involves the conduct of actions that are fundamentally different from traditional advertising methods, but work in conjunction with them.

Jay Konrad Levinson, the inventor of this type of marketing, believed that there is no need to spend huge amounts of money on promoting a product or service, you just need to use creativity in combination with generally accepted advertising techniques.

Guerrilla marketing can successfully work not only in virtuality, but also in real life. An example of creative advertising based on guerrilla marketing is Alice in Wonderland. Visitors to the shopping center look at Alice peeking into the “rabbit hole” and think: “What will happen when she falls there? I'll have to go to the movies - it's interesting! "

Accommodation in pubs.

With this method, you can reach a fairly significant portion of the audience. But you need to approach the matter here with all responsibility: consider the pros and cons of this promotion channel, calculate the communities in which the audience you need is located.

Marketers have tried to make the picture look like it was taken by a stranger on his cell phone camera. Users should not have guessed that the photo was staged: there is no horizon in the frame, people are walking in the distance.

Viewers loved the character's entrepreneurial spirit, who figured out how to capitalize on the situation and earn his livelihood.

Creativity.

To make the brand more recognizable, traditional, long-standing techniques are also used in advertising campaigns. But they try to be creative with each method of promotion: if contests are held, then unusual, if they make a video, then it's funny. An example of such a creative ad is a video filmed by online clothing retailer Lamoda.ru:

Use of new technologies.

Thanks to modern technologies, marketers have the opportunity to come up with new projects for brand promotion and implement them using fundamentally different means, often cheaper than before. For example, services like 3DBin allow you to shoot animated 3D images directly from your smartphone.

Sale days.

Everyone probably knows that Black Friday is the day of sales in the USA. Once a year, after Thanksgiving, people get the opportunity to purchase items at a huge discount, and stores are literally taking by storm. So, on the last Friday of November 2013, the average check per customer was $ 413, and on that day people spent $ 61.1 billion.

Despite the fact that the goods are sold at discounted prices, such events generate huge profits for stores.

Similar sales began to take place on the Internet. Many accuse trading companies that before the announcement of discounts, they sharply inflate prices, but such disclosures do not affect the number of website visitors at all - traffic simply goes off scale, and profits increase many times over.

For example, one of the sellers of a music store said that during such a promotion, the volume of online purchases increased dramatically. Call center operators did not have time to answer calls, and the number of user inquiries in search engines regarding “Audiomania” exceeded all conceivable limits.

By the way, immediately after Black Friday, another massive online sale called Cyber Monday is being held in Runet.

Content Marketing.

Users subscribe only to those sites that are of interest to them. And the content of the resource plays a huge role in capturing this interest. The materials published on the site or in the blog should be curious and attractive, truthful and useful - only in this case it is possible to maintain the loyalty of readers.

An example of such an attitude to business is the domestic Internet magazine of Tinkoff Bank.

Event marketing.

To increase sales, many companies often use seasonality factors or release products by specific dates. A simple and understandable example of event marketing is the sale of Christmas tree decorations for the New Year or flowers for March 8th. But the creativity of specialists is not limited to this.

For example, the already mentioned online retailer Lamoda in 2014 launched a summer advertising campaign back in the spring. The company's employees have created a video that tells consumers what things can and should be purchased in the summer.

Mixing offline and online.

There are many examples of popular offline stores using creative advertising to succeed online as well. After all, an electronic trading platform is no worse than a real one, and you can buy goods there without leaving your home.

By the way, not so long ago a website for the Moscow Central Department Store was developed, offering consumers clothes, footwear and accessories from well-known world manufacturers. The resource is visited by about 10 thousand people a day, but it is able to withstand three times more traffic.

The easiest way to create a creative ad is by following a specific system. At one time, marketing professor John Rossiter and advertising communications consultant Larry Percy proposed a special matrix for creating such materials. It looks like this:

Using this matrix is not too difficult. It has two parameters:

Motivation- positive or negative. It is about the emotional charge of the product.
Involvement- high or low. This refers to the degree of customer involvement in the study of the product.

You calculate which square your product falls into, and depending on this, as well as on the signs under the table, create a creative ad. For example, if there is a heart under the square, your message should be directed to the emotions of consumers, if the brain - to its mind.

The picture below shows the most common products ranked by motivation and customer engagement.

Let's analyze the work with the matrix using a specific example of a creative advertisement for a famous car.

Based on the Rossiter-Percy matrix, the item is in the lower right square. There is no such person who would not be happy to buy a new car, so the motivation for this product is positive. In terms of consumer engagement, it is high: a car is quite expensive and should be chosen wisely.

The heart is located under the lower right square, which means that advertising should primarily affect the feelings of a person. The easiest way to do this is by depicting the emotions generated by the product in a picture. The two valet parking attendants are clearly not indifferent to the car of this brand.

Finding creative ideas can be difficult, especially if you are tired or inspiration has left you. In this case, we advise you to refer to one of three sources:

Show business.
Contemporary art.
Politics.

Take show business, for example. It is not so difficult to come up with creative advertising based on it: it is enough to analyze the principles of this area of activity. What is the difference between the two pop artists? Why is one famous, and the name of the second is even difficult to remember? Is it possible to project a star feature onto your creative?

Art, especially contemporary art, can also serve as a source of inspiration. Understand the authors' approaches to their works, highlight the main concept and try to apply it in your work.

Politics is the science of managing the masses. In the history of even the smallest country, there will surely be cases that will push you to another extraordinary idea.

There are many examples of creative advertising. But far from all plots of videos or ideas of events come to marketers "from space". In order to create something new and truly interesting, you often have to work hard. And just in this case, a specially designed system for generating ideas comes to the rescue.

And finally, 5 rules of creative advertising

Follow certain rules.

Often, when creating this type of advertising, fragments of the image developed for other media are used. Let's say some marketers just take a frame from a video and transfer it to a billboard by the road. It is difficult to call it an example of creative advertising.

One photo is not able to convey the meaning of the entire video sequence. Such advertising not only loses its creativity, but also often becomes simply meaningless for the consumer. Therefore, we repeat: when creating a specific communication tool, you need to follow the rules developed for it.

Target your target audience.

Advertising should be liked primarily by those people for whom it is intended. It also needs to be positioned where it will be most beneficial. It's even better if you manage to kill two birds with one stone.

For example, let's say you've created a creative pedestrian ad. But why not place a billboard near the bus stop? The benefit is twofold. Advertising will be seen not only by people waiting for transport, but also by drivers of cars passing by.

If the information is intended only for motorists, then slightly different rules apply. First of all, place the billboard in the most visible place. Don't make the design too complicated. Try not to overdo it with creativity. Remember: the driver is not a pedestrian, and he has only a few seconds to perceive information.

Choose the right environment.

Advertising, executed in warm yellow-orange colors, will not look very good in the fall during the fall of the leaves. White posters are inappropriate in winter. It is pointless to hang a red billboard on the wall of a brick house. Unfortunately, there are a lot of such examples of unsuccessful placement of creative advertising.

Don't go to extremes.

When designing a project, always adhere to a certain framework. Don't assume that the more creative the better. This is not at all the case. Sometimes a simple idea can do much more good than the most extraordinary idea.

Today, advertising is found at every step, and it is becoming more and more difficult to win the audience's attention. That is why it is not some sophisticated and difficult to understand concept that can work, but ordinary verbal elements: three-dimensional pictures, bright colors, even specially made typos.

Don't forget about balance.

He must be present always and in everything. The visual and verbal components of creative outdoor advertising must be in perfect balance. The dimensions and proportions of the slogan must correspond to all other elements of the advertising message.

At the same time, the slogan must be conspicuous so that consumers can easily read and remember the communication message addressed to them. Much depends on the advertising medium. For example, if it is vertical, the size of the slogan should be about 1/18 of the image height. If the media is horizontal, 1/6 will be sufficient.

But the consumer's attention should not be focused solely on the slogan. It is necessary to make sure that a person can easily read other important information - the name of the brand itself and contact information. What is the point of even the most beautiful phrase, if it will not be associated with the name of the company?

On the other hand, you shouldn't overload your ad with contact information either. The consumer simply will not have time to read or will not be able to remember too much data: phone, fax, website address, driving directions, etc. If you look at any example of creative advertising, you will see that only the most necessary things are listed there.

Advertising is a powerful engine of commerce. Although sometimes you can advertise, for example, a charitable foundation. Advertising can also be social - encouraging people to be kinder or paying attention to a problem. In any case, the brighter, more interesting and creative the advertisement is, the faster it will be remembered and the longer it will be in the minds and hearts of people. Today we're taking a look at creative advertising prints that will make you stop and think at least twice.

1. A remedy for wrinkles.

38. "More attractive than you think."

3. "Before it is too late." Quit smoking, planet!

5. "Whiskas"!

6. Do you recognize this family?

7. "Every minute 1.5 km² of rainforest disappears."

9. "Boyfriend + more guys = yes, but how do you know if it hurts?" "That's why we insure women." Advertising the first insurance company for women only.

10. Nike: "Yesterday you said tomorrow."

11. Intimate lubricant gel for women. If anyone does not understand, the girl is sitting on one of these black pieces. Fully.

12. "More than 3 million people in France think this is a bikini ad." In fact, this is an advertisement for an organization that fights against illiteracy and ignorance. Dig deeper, bright photos and names in large letters are not an indicator yet.

15. Fast delivery worldwide.

16. “One child in this poster is holding something that is prohibited in the US to protect children. Guess what exactly? " “We have banned Kinder chocolate eggs for the safety of children. What about weapons? " Advertising of the organization against the sale of weapons.

20. "Keep your distance!" “Give the trucks more space. This is the law. "

27. "Likes can't help grief."

29. JEEP. Will go anywhere. Even on the nose of the statue of George Washington on Mount Rushmore.

30. It's all in the hat!

31. "Where does your garbage go?" Let's keep Australia clean.

The advertisement is engine of the trade. We are all familiar with this concept. However, few people think that this engine sometimes needs special fuel that will give maximum exhaust. We are talking about creative ideas that will make the viewer turn from an average person into a client.

Now, during advertising campaigns, most manufacturers strive to saturate the market with the maximum number of TV spots and banners on the streets, often forgetting exactly what the purpose of such companies is. The "smartest" owners try to promote their products on their own, relying solely on their own strengths. And for the most part, they receive a minimal response from such actions, since now it is not enough to show your product, you still need to interest the consumer in it. Or they can get ridiculous advertising moves like this.

Sane executives listen to the opinions of their employees and turn to advertising agencies. An example of such a positive work can be seen on the site narugka-pos.ru. It is here that you can see the whole process of fantasy and creativity, which will allow not only to apply the most original and creative approaches to product promotion, but also to diversify the selection of the advertising media themselves. And in addition to traditional lightboxes, light panels, signboards and stands, you will be able to see such original approaches as the stylization of public transport stops and unusual design of elevators.

Creative advertising of public transport stops

Such an example of an original idea, which created a bright advertising concept from an ordinary boring stop, can be seen in this photo.

Here consumers will be able not only to experience the new line of sandwiches being promoted to the maximum, but also to appreciate its warmth in winter. The heating elements on the ceiling of the stop were appreciated by many passengers.

Original ideas for elevator decoration

It turns out that elevators can be an interesting and effective method to popularize their product. If you get creative with such advertising, you can get a fascinating effect at the exit. This can be achieved especially if you use the main advantages of the elevator - movement. Below you can see a number of successful and effective advertising campaigns.

Most Exciting Banner Ads

At the end of the article, I would like to show a selection of the most striking advertising banners that can be seen on the streets of cities around the world. It is this kind of advertisement that can be considered the most creative and original, and it is it that is most often remembered by consumers.

A well-written text of an advertisement with the obligatory inclusion of psychological elements in it makes it possible to provide potential consumers with information about a product, a service, as well as about carrying out planned promotions. The most lucrative offers for buyers about discounts, gifts for purchases made, festive events accompanied by prizes will not be effective and will not attract the expected number of customers without organizing their information.

How to attract buyers

To achieve success in promoting a product or service, you must effectively declare the subject of your business.

Drawing attention to the planned marketing activities in a timely manner will increase the effectiveness of their implementation among numerous potential clients. Advanced entrepreneurs use the modern capabilities of specialized Internet sites. They allow you to quickly, and in some cases free of charge, post relevant news in specialized services and social networks. All resources provide an opportunity to select a target audience based on their interests. If you already know your target audience, you can order your brand or slogan to be printed on clothing from FairPrint, which will undoubtedly be an effective attraction of attention to your product or activity.

Features of advertising text

The title should reflect the essence of the trade proposal, as well as the benefits of cooperation. An element of intrigue must be present.
In the text part, all channels of human perception should be taken into account and the advantages of the proposal should be disclosed in detail.
Text ads should take into account the interests of the target audience for which they are intended.
The use of specific facts and accurate information expressed in numbers is encouraged.
The product should be laconic and not intrusive.

Algorithm for presenting information

Customers' interest in a product is directly dependent on the way information is presented. His choice depends on the social affiliation of the citizens for whom the product or service is intended, and on the place where the advertisement is published.

The best examples of ad copy have a strong headline that is informative. They are characterized by the clearly formulated rules of the promotion and the price parameters of the product. A purchase offer is always veiled and expressed in the form of a motivating offer.

Advertising text for any product can be published on social networks, on specialized sites, on your own website, in newspapers and magazines. Effectively placing it on billboards. Efficient mailing to the mailing addresses of regular customers and, under the patronage, of their acquaintances.

Read also: How to make money for an apartment without an apartment and good earnings

Before creating your advertising brainchild, you should study various examples of product advertising in order to copy the best ideas that are a chip in the product in question. To compose your own advertising, you should first think over all your wishes, as well as compile a list of information that is relevant and useful at the time of brand creation.

The marketing model must be chosen, I focus on the advertised product and the target audience that it might be of interest to. In this case, only one parameter of the model should be taken into account, aimed at activating attention, understanding, desire, and, as a consequence, action. The method of identification with a well-known brand has a good effect.

By adding a unique style to an advertisement, you can give an entrepreneurial idea an exclusive image that will ensure product recognition and significantly expand the target audience. The use of slogans will add an element of originality and uniqueness, and a well-designed text structure will allow you to quickly achieve the desired effect.

When ads are ineffective

Advertising is a powerful sales tool. However, if used improperly, it can damage the business entity's reputation. It must contain truthful information. It is unacceptable to embellish with events or additional services that are not relevant to the advertised product. There is no need to obsessively attract a buyer, this always creates the impression of lack of demand in the market for similar goods or services. You need to be able to masterfully present relevant information. If this rule is violated, all marketing and advertising efforts to move your product are doomed to failure.

Determining the target audience

In advertising, it is important to competently determine the target category, since this parameter has a direct impact on the effect of the information offered for acquaintance. Its main feature is the belonging of a potential client to a certain social status, age, gender, place of residence.

Publicity stunts

Advertising is necessary so that a business entity can stand out among thousands of similar companies with their proposals. For this, it is not enough just to tell your potential consumers about the availability of a quality product and encourage them to buy it. To attract the attention of customers, it is recommended to use several marketing schemes, following which allows you to make advertising correctly. This will ensure the maximum result from its publication. Popular methods of promotion are such as unique selling proposition and the classic sales model, in which the buyer is accompanied at all stages of the purchase.

Creative elevator in Japan

Creative and unusual elevators depicting different images have been installed in many shopping malls in Japan. Examples of crayfish aren't the only examples of unusual elevators.