This document discusses creative advertising campaigns from the past decade. It begins by noting the shift from art directors to data-driven "all science, no art" approaches. It then highlights 6 campaigns that stood out for their clever, creative ideas: 1) Variations on a meme, 2) Advertisements as games, 3) Crowdsourcing ideas, 4) Just enough humor, 5) A new social movement, and 6) Ads that blend seamlessly into content. Specific campaigns highlighted include National TV spots for Old Spice that increased sales 233%, an interactive game for Vodafone that engaged over 3.8 million people, and Oreo's user-generated "Daily Twist" campaign that boosted Facebook engagement

1. Creative
That Cracks
the code
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By Group 6

2. Are
Advertisements
Creative
A decade into an
internet-driven
advertising
revolution

3. ALL
SCIENCE
NO
ART
Ads no more come
from drawing
boards of great art
directors
Advertising
has flipped to
All Science
and No Art

4. 6
Campaigns
that stood out
Why?
Clever and
Creative Idea
at its core

5. 1 62 3 4 5
VARIATIONS
ON A MEME
THE AD AS A
GAME
COLLABORATING
WITH CROWD
JUST
ENOUGH
HUMOR
A NEW
SOCIAL
MOVEMENT
ADS THAT
“GO NATIVE”

6. VARIATIONS ON A MEME

7. National TV spots in its first year yielded a 233% rise
In sales

8. THE AD AS A GAME

10. • Stunning Visuals
• Narrative
• Emotional Depth
3,80,000 downloads in the first month
Exposure exceeded 9 million views

11. COLLABORATING WITH THE CROWD

12. The Prize Winner of
Defiance, Ohio
A memoir of 1950s
America in which the
author’s mother writes
advertising jingles for
contest after contest.

13. Benefits of Crowdsourcing
• Quality of the winning idea
• More engaged customers
• More creative options
“If a company uses Tongal or a
similar platform to solicit and sift
through thousands of creative
submissions, the odds are good
that it will be rewarded with some
real gems”

14. “If you focus on maximizing
engagement, you’ll realize that
the ideal time commitment to
be asked of the crowd
measures in minutes.”
Getting it right
• Make participation easy
• Don’t give time consuming
tasks

15. The Daily Twist Campaign for Oreo Cookies

16. • In honor of its centennial, the brand
launched a 100-day series of
cookie designs pegged to each
day’s news.
• It invited people to nominate news
pegs every morning and to vote
later in the day for their favorite
designs
• Highly talented designers made the
cookie designs
“With the bar so low for crowd
participation, anyone could offer up
thoughts.”

17. Sharing of Oreo’s Facebook page rose by
4,400% compared with the three months
before the campaign’s launch.

18. JUST ENOUGH HUMOR

19. KIA MOTORS AMERICA ADVERTISEMENT
• Kia Motors America aired
a fun little ad for its Soul
model car.
• It showed roads filled
with hamster wheels to
evoke the drab
mindlessness of the
typical daily commute,
while a Soul drive up
alongside one and its
window slid down, the
hamsters in the car,
chilling up
A NEW WAY
TO ROLL

20. Double digit
growth in
sales
Entertainment
has
cooperating
effect with
persuasion

21. VODAFONE

22. • Sustainable practices by
companies translate into higher
prices of finished goods
• Marketplace doesn’t reward
sustainability
A New Social Movement

23. Marks and Spencer-
SHWOPPING
• This campaign suggests that you
recycle an old garment when you
purchase a new one at their store
• Though this might suppress their
sales, it will eventually be seen as
a sustainable practice and other
retailers are expected to follow suit.

24. Ads that “GO NATIVE”
• As technology to filter out ads
advances, degree of permissible
intrusion into content changes
• Ads must seamlessly blend with
content and not be seen as
interruption