DesignRush’s Post

The animal kingdom possibilities in adland 🦒 What’s next on the horizon? Creative Salon Worldwide asked our Senior Planner, Camila Toro, whether brands are exhausting the animal kingdom possibilities. As Cami argues, social media has accelerated the increased use of animals in brand campaigns. “Platforms like TikTok offer an avenue for quick, relatable content with a need for brand humanisation. Animal characters have become a readily available solution for connection due to their appeal across audiences,” Animals have always been commonplace in adland but Cami cautions against overusing them, and always making sure they are suitable mascots for the brand. She explained “As brands adopt animals as their messaging vehicles, another pertinent question does arise: which creature is the right fit? There’s a finite amount of animal traits to dip into when delivering a message”. Finding a middle ground is key. “Striking the balance between reliability and relevance is not an easy task. If brands go too far out then audiences might end up lost without a compass, leaving them scratching their heads instead of nodding along.” “The trick is to seamlessly connect appealing animal quirks back to the brand essence, creating an approach that will be equally memorable and meaningful. Adding quirks or traits to animals in ads can help to elevate them further.” Read the full article here: https://lnkd.in/e-PcXyCx

You thought the karma of leaving your furry little buddy in the middle of nowhere won’t follow you? #GoodAdsMatter This ad for Animalife, titled ‘Karma’, communicates its message coherently and boldly, with just the right amount of wit and vengeance. The story trails a middle-aged man at the airport and a service dog that seems to have caught a whiff of something unusual in the seemingly innocent and confused man. The dog that is later revealed to have been abandoned by his owner– the very man he is targeting– serves as the mascot of all pets left behind by irresponsible individuals. Interestingly, the narrative does not victimise the pet like your usual emotional dog ads. It instead makes him the master of his own fate, sharp-witted enough to avenge himself. Unlike other pet awareness ads that tackle sensitive topics like animal abandonment, Animalife’s approach was not a cry for help. It was a brave announcement to “be aware, because they will never forget you.” 𝗝𝗼𝗶𝗻 𝗼𝘂𝗿 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗼𝗳 𝟮𝟰𝟬𝗸+ 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴/𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗲𝗻𝘁𝗵𝘂𝘀𝗶𝗮𝘀𝘁𝘀 𝗮𝗻𝗱 𝗹𝗲𝗮𝗿𝗻 𝗵𝗼𝘄 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗮𝗱 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀 𝗮𝗿𝗲 𝗰𝗿𝗮𝗳𝘁𝗲𝗱! 𝗦𝗶𝗴𝗻 𝘂𝗽 𝘁𝗼 𝗼𝘂𝗿 𝟭𝟬𝟬% 𝗳𝗿𝗲𝗲, 𝗵𝗮𝗻𝗱𝗰𝗿𝗮𝗳𝘁𝗲𝗱 𝗺𝗼𝗻𝘁𝗵𝗹𝘆 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 𝗵𝗲𝗿𝗲 - https://lnkd.in/dg3JEGpK Country: Portugal Year: 2019 Brand: Animalife Agency: Havas Media Portugal Producer: Vanessa Nunes Creative Director: Paulo Pinto Copywriter: Nuno Leal Account Manager: Margarida Claro Production Company: Major West Producer: Inês Ferreira Director: Paco Cruz Cinematographer: Duarte Domingues Post Production: Light Films Editor: José Barreiros Colourist: Paulo Inês Flame: Rodolfo Pereira Sound Designer: Ana Conceição at dizplay soundlab 𝗛𝗮𝗻𝗱-𝗽𝗶𝗰𝗸𝗲𝗱 𝗯𝘆 Good Ads Matter, 𝗮𝗻 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲 𝗯𝘆 Purpose Studios. 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 𝗳𝗼𝗿 𝗶𝗻𝘃𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗹𝗲𝘀𝘀𝗼𝗻𝘀 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘆! –––––––––––––––––––– Good Ads Matter 𝗶𝘀 𝗮𝗻 𝗲𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗲 𝟭% 𝗰𝗹𝘂𝗯 𝗼𝗳 𝗮𝗹𝗹 𝘁𝗵𝗶𝗻𝗴𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗮𝗰𝗿𝗼𝘀𝘀 𝘁𝗵𝗲 𝗴𝗹𝗼𝗯𝗲 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗲 𝗚𝗼𝗼𝗱 𝗔𝗱𝘀 𝗮𝗻𝗱 𝗔𝗱 𝗠𝗮𝗸𝗲𝗿𝘀 𝗮𝗹𝗶𝗸𝗲! 𝗩𝗶𝘀𝗶𝘁 𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗵𝗲𝗿𝗲 - https://lnkd.in/dtrkzyaa #Animalife #Dogs #Pets #Creativity #Marketing #Advertising #PurposeStudios #PursuePurpose

When millennials take over the marketing department: