in Insights
Getting out of the Norm
It is highly unlikely for things to be the same at all times especially when it comes to media. New ideas are constantly coming up from time to time; new approaches, new way of advertising. The advertising industries are experimenting like crazy and slowly with more ads that people would want to look at all the time. Here are a few such cases where brands and agencies pushed the boundaries of creative advertising.
Artificial Intelligence Poster
Last year, M&C Saatchi has invented the very first ‘Artificial Intelligence Poster’ campaign in the world, which evolves different ads based on how people react to it.
How the technology works:
By using a genetic algorithm that tests different executions based on the strength of their various features or ‘genes’, such as copy, layout, font and image. By installing a camera on the posters, M&C Saatchi is able to measure engagement of passers-by based on whether they look happy, sad or neutral.
Apolosophy
In 2014, there was a digital subway ad in Sweden for a hair-care line of products, Apolosophy. An ad agency Akestam Holst and production company Stopp produced the ad that is simple, playful and respondent for Apotek Hjärtat’s Apolosophy products.
How it works:
It was rigged up to recognize when trains entered the station—and then showed a woman’s hair blowing all around, as though windswept by the train.
IKEA Rock Climbing Wall
IKEA continues to stun the advertising world with their creative marketing campaigns in 2014 to promote the 30th store in France by building a 30-foot high ‘apartment-like’ rock-climbing wall.
How it works:
The wall designed with typical rock climbing handholds, but the rest of the climbing apparatuses are designed to appear like Ikea furniture (a variety of chairs, dressers and other household items). Furthermore the entire climbing wall is designed to look like one floor of a house, including a kitchen, a bedroom, a sitting room and a children’s playroom; all designed to help climbers not only ascend the wall, but to move about as freely as they’d like.
