News
MM+M Staff
March 5, 2021
9:00 am

6 campaigns that deconstruct classic constructs

Jillian Anderson, Group Creative Director, Heartbeat

When consuming marketing, we like to be surprised instead of sold. And that moment, if executed correctly, can be satisfying for both buyer and brand. Who doesn’t love being in on the story or joke? The idea of serving up sneaky messages and visual cues in plain sight isn’t a new one, although it’s a device that’s being perpetually innovated. The following ads from around the globe offer the consumer the aha moment, and they do it in four different ways. Let’s deconstruct this classic construct.

L’angelica/Coswell, Leo Burnett (Italy)

When two juxtaposed visuals create a larger story, that is the moment where we get the wink. A ski map. A ski map as hair? Ski slopes have snow! Snow, hair — dandruff! This inevitable visual equation leaves everyone feeling a little smarter — and checking their shoulders.

Brazil for Nut, Criola (Brazil)

Things aren’t always as they seem. When unhealthy snacks become true health issues they can become weapons used against us. A telegraphic execution that visually sculpts the problem into the urgency for action.

Novomed, Impact BBDO (UAE)

Camouflage — the act, means or result of obscuring things to deceive an enemy, as by painting or screening objects so that they are lost to view in the background. Allergies are the enemy and they are lurking without detection. A monochromatic setting, texture and subtle shadow give this age-old idea some physical and metaphorical legs.

Win Vision Eye Hospital, Jaanrise (India)

The use of typography is classic, but it’s challenging to execute with precision in a way that is not immediately telegraphic. We are all familiar with the rigor of an eye exam. These devices make you both squint and think. But when you get it, it’s good.

The Tampon Bus, Clue, Mensch (Denmark)

Women want to know when their periods are coming, just like we all want to know when busses are set to arrive. The synchronicity of medium and message is just smart. Not to mention the opportunity to normalize women’s health in such an unapologetic way. This execution is super satisfying.

Unnoticed Breasts, Óptica Billi, ZEA BBDO (Venezuela)

Creating an image out of a dot matrix pattern allows for the opportunity to both hide the clue in plain sight and, at the same time, soften the overall subject. The irregular dot draws us in and tells the story of breast cancer being difficult to detect, and the bigger picture gives us the important context.

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News

6 campaigns that deconstruct classic constructs

The following ads from around the globe offer the consumer the aha moment, and they do it in four different ways.

MM+M Staff
March 5, 2021
9:00 am

Slideshow

Jillian Anderson, Group Creative Director, Heartbeat

When consuming marketing, we like to be surprised instead of sold. And that moment, if executed correctly, can be satisfying for both buyer and brand. Who doesn’t love being in on the story or joke? The idea of serving up sneaky messages and visual cues in plain sight isn’t a new one, although it’s a device that’s being perpetually innovated. The following ads from around the globe offer the consumer the aha moment, and they do it in four different ways. Let’s deconstruct this classic construct.

L’angelica/Coswell, Leo Burnett (Italy)

When two juxtaposed visuals create a larger story, that is the moment where we get the wink. A ski map. A ski map as hair? Ski slopes have snow! Snow, hair — dandruff! This inevitable visual equation leaves everyone feeling a little smarter — and checking their shoulders.

Brazil for Nut, Criola (Brazil)

Things aren’t always as they seem. When unhealthy snacks become true health issues they can become weapons used against us. A telegraphic execution that visually sculpts the problem into the urgency for action.

Novomed, Impact BBDO (UAE)

Camouflage — the act, means or result of obscuring things to deceive an enemy, as by painting or screening objects so that they are lost to view in the background. Allergies are the enemy and they are lurking without detection. A monochromatic setting, texture and subtle shadow give this age-old idea some physical and metaphorical legs.

Win Vision Eye Hospital, Jaanrise (India)

The use of typography is classic, but it’s challenging to execute with precision in a way that is not immediately telegraphic. We are all familiar with the rigor of an eye exam. These devices make you both squint and think. But when you get it, it’s good.

The Tampon Bus, Clue, Mensch (Denmark)

Women want to know when their periods are coming, just like we all want to know when busses are set to arrive. The synchronicity of medium and message is just smart. Not to mention the opportunity to normalize women’s health in such an unapologetic way. This execution is super satisfying.

Unnoticed Breasts, Óptica Billi, ZEA BBDO (Venezuela)

Creating an image out of a dot matrix pattern allows for the opportunity to both hide the clue in plain sight and, at the same time, soften the overall subject. The irregular dot draws us in and tells the story of breast cancer being difficult to detect, and the bigger picture gives us the important context.

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