Thứ Hai, 10 tháng 8, 2015

Chapter 8: The Creative Side

Answer:
  • What does it mean to be creative? 

“Creativity is intelligent having fun,” said Albert Einstein, the greatest mind of the 20th century. Being creative means being able to solve a problem in an unexpected way. It means seeing things in different angles and exploring ideas in different perspectives. Inventive minds have its power to break the boundaries to look outside for new solutions. Being creative is making mistakes and learning from them. Since we will never know if we don’t try, it’s better to take some risks, opening yourself up to new experiences. He who is creative is likely to face new challenges with a fighting spirit which contains no doubt and fear. He also enjoys surrounding himself with other creative people and being inspired by them. Being creative means staying crazy, staying childish, and staying original. Going out and doing something new, something that nobody has ever did, and having fun. It’s not always serious to be a creative thinker, at least in my opinion, it’s more likely just to enjoy yourself in this world of endless possibilities.
  • Find 3 examples of truly creative concept and explain why it is so creative to you
1. Nestle's Contrex
One of the most hilarious, yet creative advertising I have ever seen is Contrexperience campaign of Nestle’s Contrex Mineral Water in 2011.
In order to promote that Contrex Mineral Water can stimulate metabolism and help burning calories, Nestle’s set a number of stationary bike in front of a building. By using these bike, people found out that music and a commercial about a man dancing and taking of his cloth gradually appeared on the building. I think that this is a brilliant way to make use of curiosity in advertising. Because people were curious, they joined in the activity without any hesitant which created an playful atmosphere and high involvement that lead to the succeed of the campaign. At the end, the unexpected twist happened, the male stripper tells everybody that they have just burnt 2000 calories, surprising all the people that they cracked up in laughter. Moreover, Contrex bottles were also strategically placed beside each bike; therefore consumers have a chance to tried the product right after the activity. By approaching consumers cognition in a enjoyable way, this distinctive concept is not only effective in create brand awareness but also brand association.

Contrexeperience Commercial (2011)

2. Dumb way to die - Metro train
Named as the 12th best campaign of the 21st century by Ad Age, Metro Trains’ Dumb Ways to Die (DWTD) campaign has, indeed, brought a fresh view to public service advertising. 
Launch in November 2012, the campaign’s objective was to deliver metro safety messages.Understanding that safety public service announcement is somehow too serious and boring, they have came up with an idea of creating animated music video that is fun to watch and share.To do that, they made up a series of stupidest decisions that have ever made such as eating superglue, messing with grizzly bear, etc. At the end, the ad suggested that the dumbest way to die is being careless around train, naturally hit viewers’ awareness about safety. In addition, its visual was filled with adorable illustrations in cheerful color. The music, similarly, is enjoyable and easy to remember. All of the above, combining with the exaggeration of humorous “dumb ways to die” have made the whole animation incredibly fun and impossible not to share. To me, this was an excellent idea since it is not only attractive to adult, but it also can approach to children.   

Dumb Ways to Die Commercial (2012)

3.Drinkable Ad - Coca Cola
This list will never be complete with out the outstanding Coke Zero’s Drinkable advertising.The one-of-a-kind idea has accomplished its mission to create an illusion that you can actually ‘taste’ the campaign, as they said, “Next time you’re thirsty drink an ad!”.
Along with Ogilvy & Matther, one of the largest advertising agency of the world, Coca Cola developed its idea of the first drinkable ad ever. The concept, itself, is exceptional. People have never expected that they can literally have a coke, whether it’s on billboards, in TV commercials, printed or even on radio. This campaign, therefore, was so effective that it has created a massive buzz throughout the world. Creativity also found in their strategy and execution. As the matter of fact, the idea may not be brought to life with out today’s technology. In particular, the advertising team creatively made use of a world’s popular mobile app Shazam, which can interact with any pouring coke ad anywhere it was seen. People, then, with a full glass of coke on their Shazam can redeem a real, free Coca Zero bottle. They also created a billboard that can serve consumers with iced coke, vending machine mascots that give away Coca bottles and so on. By using appropriate tactics for each different medium, they have reach beyond their target audience to everyone either loves Coca Cola. 
This campaign, so far, in my opinion, is the most interesting and memorable experimental advertising of 2015.  

Coke Zero: Drinkable Billboard Commercial (2015)
References:


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