But sometimes when one just don't have that much more money to spare, it's then that ingenious creativity truly have to kick in.
The Old is Bold campaign was launched by the Gardens Mall a few months ago, and it still is fresh in my mind. Similar to hundreds of other campaigns that feature a good-looking, well-groomed couple, this differs by only one point - the couple were over the age of 70.
And a better looking couple of that age you have never seen:
Image taken from The Star's article.
This idea worked extremely well because:
1) Despite their age, the styling worked so well that it still appeals to a wide age demographic
2) They look really good for their age in the ads
3) They make one stop and take a second look, because it is different from the overused idea of featuring young model couples
The campaign probably do not cost anymore than any other's that the Gardens Mall had done before. It might even be cheaper for they did not have to pay professional modeling fees.
Stemming from this idea, one can explore other atypical subjects to feature, turning something usually deemed negative, like old age, into something positive and beautiful. Dove has done something similar with their campaign for real beauty featuring 'real' women looking naturally good. What else? Bald is Beautiful, Plump is Pretty, Sensational Scars...it's about turning disadvantages into advantages. When one has no money and an open mind, many possibilites become visible.
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