Bluefrog copywriter, Margaux, shares a selection of charity creative from around the world.
This morning, the copywriters in the office have been sharing some great links that have caused so much discussion, we’ve chosen to open the floor to your thoughts as well. Because there’s nothing quite like emotional, clever creative to create strong opinions on both sides. Personally, as someone who can be quite inward-focused (self-centered?), I find it fascinating to listen to opposite perspectives from my own. It's a good reality check to hear that others (ahem *donors) don't necessarily react as you do.
So here’s the selection of charity work we looked at that was awarded at the recent Cannes Festival of Creativity:
The Bluefrog copy team agreed that Sydney Cats & Dogs Home’s Limited Edition campaign was an excellent one, and the idea of professional photographs for shelter pets is one I’ve seen successfully many times.
We’ve also all known the genius of the Power of a Coin idea since the big boss first blogged about it three months ago. One of the best ideas we've ever seen, honestly.
Nearly all of us felt a little uncomfortable about the idea of making art out of hair, but my view was that if it did give the patients hope, that’s what matters. No one made much mention of the Japan Animal Relief idea, which is never a good thing. My initial thought was that it was a more clever use of recycling than anything. I don’t like seeing dogs on chains or living outdoors. Perhaps these are both campaigns that could be perceived differently in different cultures.
Both the Greenpeace and Barnardo’s pieces received very mixed reviews from the copywriters. Some felt completely engaged, some completely disconnected.
I felt confused about what kind of major donor would purchase one of Unicef’s Good Shirt’s online, picturing the typical donor I’ve come to know. It all made sense when I was reminded how fitting that campaign could be for celebrities. Can’t you picture Ewan McGregor or some LA socialite being photographed walking down the street in one of those? Great idea.
We also watched some more recent PSA’s that weren’t part of the awards, and again: very mixed, very strong opinions.
So what are your thoughts? Which piece of creative is your favourite? Any you don’t like at all? And what do you think is better – making an ad that everyone likes or making something that sparks controversy and discussion? Lots to think about for a Friday afternoon!