MY AD OF THE WEEK .89

Alzhelmer Netherlands have created this compelling ad that recreates the disease's effects on the mind by confusing viewers about what happened when. At first I was said to myself 'that wasn't in 2014, was it?' It's strong, but at first glance it could have been a Google ad.

WE BUILT THIS CITY EXHIBITION

I found out last week one of my illustrations (To Tower Bridge and Beyond) is being exhibited and sold, in this pop up shop in Carnaby Street in London. It's called We Built This City, with their mission being:

"We thought it was high time souvenirs got an art-designed makeover! By setting up shop in the heart of London's West End. we're offering everyone - from the first visitor to established city dweller - the chance to take home a unique and lasting piece of London, whilst supporting our talented homegrown artistes and designers at he same time'

It's exciting to see my work displayed and this piece has been successful for me, with it now being in it's third exhibition.

My illustration is the blue one of tower bridge and the many boats. It's dead centre.

If you can't make it down there, Evermade.com sell the print on my behalf.

MY AD OF THE WEEK .88

I feel better sharing Christmas ads now it's actually December.

Well, who doesn't like cute baby animals? Add in that they are choir singing the 1980 hit 'only you' and we've got ourselves an extremely cute ad for McVities's, as part of their 'Sweet' campaign. It's well put together and they have selected the baby animals well (as most baby animal are cute).

My favourite part is the baby whale that pops out of the dish. What's your favourite part?

GUESS HOW MUCH WE RAISED?

At Gatecrasher Advertising we've been doing some pretty crazy tasks last month to raise money for Movember. People at Gatecrasher have swam, carried me, ran miles, waxed their back and even eat dog food for the good cause. We've raised $2398 (which I think is pretty impressive) and if you would like to show your support, there is still time to donate and laugh at our videos too, at gatestacher.com.au

MY AD OF THE WEEK .87

This charming handmade ad from Airbnb gets my pick this week. It's shot in 1 take from the perspective of a toy train, that goes through a whole range of landscapes from castles to rain forests. It took 30 people, 5 weeks to build this huge 85-square-meter set. I think it's a nice technique to show the range of offerings from Airbnb and the level of craft on such a small level is impressive.

ARE QR CODES WORTH PLACING ON YOUR AD?

QR codes where originally designed back in 1994 to track vehicles during manufacture. Since then they are used to connect the offline world to the online world.

I want to give you both sides of the coin and finish with my verdict on them. I’ll start with my negative hat on.

NO

I knew the percentage of consumers scanning QR codes was going to be low, so I did some research and found out only 19% of USA consumers have ever scanned one. That’s ever; I can imagine a lot fewer have scanned one again.

The reasons why it’s so low, well it doesn’t help when advertisers aren’t using them correctly. Linking people to the wrong content is a key one, but more importantly what’s giving them a bad name is there placement. Sticking a QR code on a moving vehicle, on the other side of the train track or at an underground station (that has no Wi-Fi or connectivity) isn’t a good idea.

It’s also hard for QR codes with new technology making it easier and more engaging for consumers to get to your offering.

YES

Here are some nice ways that advertisers have used them, to show that they can live on.

A simple and very effective use is when they are linked to interesting content. Like Australia mail that let consumers create a video stamp, a QR code that links to a personalized video message. The second best thing when you can’t be there to give your friend their gift.

Some advertisers have even edited QR codes and integrated them into their ads, like these Disney posters.

You can actually edit up to 30% of a QR code, which gives advertisers more flexibility and more of a creative opportunity.

The location and timing when consumers scan them is extremely important too. Like this supermarket chain, which was losing business at lunchtime, so they created a shadow activated QR code, an installation that only became a visible when the sun hit it between 12pm - 1pm. Leading people to discounts in their store.

VERDICT

I don’t think they are dead; they just need to be used in interesting, engaging ways. Advertisers need to stop being lazy and give people a unique experience, add value to the ad and reward consumers with good content.

If advertisers do link it to their client’s site, they need to make sure it directs the consumers to a mobile optimised site. So before advertisers just stick another QR code in the left hand corner of their client’s press ad, they need to think about when the consumer will see it and how they will interact with it.

Create a reason why they would want to scan it.

MY AD OF THE WEEK .86

I watched these ads below and I had to share them straight away. These fun ads by BBH NY for Playstation, use the New York City Ballet showing off their classical dance moves to create scenes e.g a football match, robbing a bank. What followers, when the dancer destroys their opponents, is them breaking into a proper down and dirty victory dance. These are my favourite 3 below out of 6 made, each one is 45 seconds, it must have cost a fortune.

Every part of each of these ads are crafted extremely well, even the font that has been created at the start of the ad. They have a nice Instagram competition too, where you can send in your own victory dance for a chance to win a PS4 for you and a friend to ease their pain.

What's your victory dance?