EDITOR

L E S L I E LAU

3

EDITORS LETTER

Best advertising ideas, icons and images.

Among all the advertisings of all time, what kind of advertising

is the best & smartest ads?

In this magazine’s opinion,

that’s the "fun, engaging“

kind of ads which can spur people

to action. After all,

that’s the ultimate goal of

advertising.

#

BE

ST

I

DE

AS

E

VE

R

CONTENTS

DUMP WAYS TO

DIE.

METRO

EVOLUTION.

DOVE

MUSIC. SEE

WHAT IT’S MADE OF.

BILLBOARD

6

10

12

Dumb

Ways

to Die

Cannes — A public

service campaign with

an unusual "Dumb

Ways to Die" theme

won two of the four top

honors on the first

awards day at the

Cannes Lions

International Festival of

Creativity.

The safety campaign

for Metro Trains in

Melbourne features

animated blobs that die

in very odd ways, such

as swimming with

piranhas or poking a

bear with a stick. The

campaign message: Of

all the stupid ways to

die, acting unsafely

around trains is the

most insane.

It was created by

advertising firm

McCann Melbourne and

won the Grand Prix

award in both the public

relations and direct

marketing categories. It

was also a top

contender for the Grand

Prix in the promotional

and activation

category — ads that

spur people to action. It

missed out on that top

award but won a gold

Lion, as the trophies

are called.

Dumb Ways to Die is

"fun, engaging" and "a

clear winner," said

David Gallagher, CEO

of Ketchum Europe and

president of the PR Jury.

The campaign message:

Of all the stupid ways to die,

acting unsafely around trains is the most insane.

As for the Dumb Ways to Die campaign, it not only resonated with festival judges, it also has been well received by audiences across the world since it launched in November with a three-minute video. The YouTube video has reaped nearly 50 million views. Its catchy "Dumb Ways to Die" jingle is popular on iTunes, kids sing it in school and guitar players post their versions on YouTube. The campaign "captured the attention of the

world,“ said Mark Tutssel, worldwide chief creative officer at ad firm Leo Burnett, who is president of the direct marketing jury. Rail-related accidents were down 20% after the first three months of the campaign, McCann says. About a million people have clicked a button on DumbWaysToDie.com that says they agreed to this pledge: "I solemnly swear not to do dumb stuff around trains."

期末作业/刘佩/WELOVEAD_Metro_Trains_影视_a15wnrtCk_low.mp4

Dove: decrypt women, "Evolution" won huge success As an important part of Unilever's Dove "real beauty campaign", "Evolution" series network video won huge success the time it was launched . In 2007, the "Evolution" 1-minute ad, viewers will see a not photogenic face turned into a divinely beautiful supermodel on highway billboards with the help of makeup artists, photographers and Photoshop software. Af the last frames of the advertising wrote:

"there is no doubt that our sense of beauty is distorted." This interesting and catchy video accurately informed conveys the concept of the brand "natural beauty" to the public . In 2007 at the Cannes International Advertising Festival, "Evolution" won three Grand Prix awards. After two months of its launch, Dove United States sales rose 600%; six months later, sales in Europe rose by700%.

This fun, eye-catching video, which is transmitted across the network, caused strongly interact from the consumers. "This video makes me feel good about myself by a factor of 100 times! "One woman wrote on the internet. They spontaneous spreading the film like crazy and discussed with friends what true beauty is. It has turned out to be an effective promotion for the brand, Dove. And there is no media delivery costs at all.

This fun, eye-catching video, which is transmitted across the network, caused strongly interact from the consumers. "This video makes me feel good about myself by a factor of 100 times! "One woman wrote on the internet. They spontaneous spreading the film like crazy and discussed with friends what true beauty is. It has turned out to be an effective promotion for the brand, Dove. And there is no media delivery costs at all.

Billboard ——Music. See what it's made of. Billboard, the music industry’s bible, was entering the Brazilian market for the first time and wanted to strike a chord with the country’s music lovers. It showed how Billboard understands music not simply on a surface level, but deep down to its core, by revealing the influences of some of the world’s most loved musicians. BBDO created huge portraits of well known artists like Marilyn Manson, Bono, and Lady Gaga. Upon closer inspection, viewers saw these

portraits were actually made up of millions of smaller images of the artists who inspired the featured musician. Taking the concept one step further, the campaign’s interactive experience let music lovers create and share portraits of themselves, made up of their favorite artists. By allowing Brazilian music fans to “see what music’s made of,” Billboard garnered an incredible amount of buzz and acclaim, while laying the groundwork for a widely successful market entry.

21% Kiss, 27% Ozzy, 18% The Cure, 34% Cher