The reasons for its success are not hard to find. Firstly, it meets the primary criterion for creative achievement, a great idea that resonates with consumers. This was undoubtedly a Big Idea, made bigger by its glorious simplicity. But there have been many equally good ideas that have failed to capture the imagination of creative judges to this extent. What other factors contributed to its success?
It also pushes a number of other potent buttons. For example, it brings to life in literal terms the widely used, and instantly understood phrase, not worth the paper its written on. This makes its appeal instantaneous to awards juries as they shift through literally thousands of competing advertisements.In addition, its core message is about freedom of expression, one of the most fundamental freedoms, and one which is threatened in many parts of the world.
It also carries a powerful message against one of the worlds most brutal and shifty dictators, Robert Mugabe, and against the economic mismanagement he presides over. Further, it is in support of an underdog desperately seeking to bring an element of democracy to Zimbabwe. David and Goliath images, another instantly understood analogy, come to mind. The campaign has done a lot for the agency, TBWA Hunt Lascaris, too, helping to restore a slightly tarnished reputation for creativity.
Awards play a big role in advertising, one of the most ego-driven professions there are. In a world where individuals are exposed to thousands of commercial messages every day, an ad can only be successful if it stands out from the clutter, by virtue of its humour, emotional appeal, cleverness, and so on. Achieving this is what ad-men mean by creativity. But an ad has got to be effective in commercial terms to sell more product, or persuade more people. Effectiveness requires it to be both relevant and likeable. The Trillion Dollar idea could not have been used to sell corn flakes, because its not relevant. But a billboard plastered with devalued currency is.
If quality is maintained, awards serve several good purposes. They identify good agencies and good people. This allows people to raise their salary expectations, and to get top appointments abroad. They are also immensely important motivators of staff and morale-builders. Koenderman is Editor/co-publisher of AdReview. He is a leading commentator and analyst of the advertising and marketing industry, and has been writing about it for more than 20 years.
Post published in: News