Our favourite marketing moments (part one)
To commemorate the Advertising Club of New York’s 120th anniversary, team members at Conscious Communications have reminisced on their favourite influential campaigns that have helped to shape what the industry is today. Part two to follow.
Chosen by Alan, Senior Designer
“Apple’s 1984 advert was prescient. For those that were not into blind acceptance, who didn’t want to stand in line when they were told to, it showed images of rebellion and hope.”
Listed in the 50 greatest adverts of all time, Apple’s 1984 first aired in the 1984 Super Bowl XVIII advert break. Directed by Ridley Scott, 1984 was awarded the top prize at Cannes and was replayed relentlessly on news programmes following the game. It has been estimated that 1984 generated over $5 million in free publicity.
Chosen by Zoë, Client Services Director
“The This Girl Can campaign continues to surprise and delight me. The campaign has numerous ‘faces’, all designed to inspire fellow women and I have definitely been inspired by the photos and uplifting tag lines of real stories!”
The This Girl Can campaign is a simple concept; a celebration of active women who are doing ‘their thing’ no matter how well they do it, how they look or even how red their faces get. The campaign is led by imagery and messaging to tell the story, often with the logo as a secondary element of the advert. The campaign got over 1.6 million women in the UK exercising.
Chosen by Kathryn, Senior PR and Marketing Executive
“I wouldn’t say I am a feminist, but I thought it was genius for a clothing brand to step away from the size 2 ‘beautiful’ and celebrate the everyday woman.”
Diversity is always a hot topic (especially in the advertising industry), and H&M’s advert for its autumn/winter 2016 collection features a range of normal women, doing everyday things: the sorts of people you see on your commute to work, the sorts of people you are friends with – the sorts of people you would see shopping in H&M.
Chosen by Becky, PR and Marketing Administrator
“I loved the rise of the ‘selfless selfie’ – it is a fantastic example of how social media can make a campaign viral to benefit a great cause.”
The #NoMakeUp selfie campaign grew organically in the UK, and ended up raising over two million pounds for Cancer Research UK. Author Laura Lippman started the trend to support a fellow actress whose looks were criticised at the Oscars. Other social media users picked up on the post and the hashtag #breastcancerawareness and donation links to Cancer Research UK were added to the selfies. Because most interesting ideas need a fun spin-off, the hashtag #manupandmakeup also started trending, as men put on makeup to raise money for Prostate Cancer U.K.