Right Brain, Left Brain Blog

82 posts categorized "Culture Shocks"

09 March 2018

Ad of the Week: Barbie ‘Did you Know?’ (US)


In honour of International Women’s Day (March 8), Mattel’s Barbie has introduced its “Shero” collection of dolls based on inspirational real-life figures including Amelia Earhart (the first female aviator to fly across the Atlantic), Frida Kahlo (renowned Mexican artist and activist), Nicola Adams (boxing champion), Bindi Irwin (conservationist), Misty Copeland (principal ballerina) and Ibtihaj Mohammed (fencing champion), to name just a few.

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02 March 2018

Print Ad of the Week: Reliance General Insurance ‘Holi’ (India)


Ahead of the annual Holi Festival in India, Reliance General Insurance rolled out a campaign that hopes to raise awareness of a stark truth, in an effort to create a safer festival for women.

Created by Ogilvy & Mather, the ‘#HoliNotHooliganism’ campaign puts the spotlight on an often ignored reality that men take the opportunity to harass, grope and molest women under the guise of colour.

The campaign centres around three print ads that show two images side by side – the first a colourful image of Holi alongside another highlighting the reality which often hides beneath the colour once stripped away.

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16 February 2018

Innovative Ad of the Week: Audi ‘The Backseat Driver Experience’ (Sweden)


There is a perception that women are bad drivers and, as a result, they are often forced to listen to men acting like backseat drivers. Yet all research shows that women are better drivers than men; they cause fewer traffic accidents and offences.

Faced with annoying and irritating comments on how to drive by men, Audi Sweden decided to help women out through the creation of ‘The Backseat Driver Experience’ – a GPS that women could use to give men a taste of their own medicine.

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26 January 2018

Innovative Ad of the Week: Bridge Music Academy ‘The Racist Keyboard’ (India)

Racist keyboard

Delhi-NCR’s premier music school Bridge Music Academy is taking a stand against racism with an integrated campaign that includes a film featuring a specially-built keyboard with no black keys.

Continue reading "Innovative Ad of the Week: Bridge Music Academy ‘The Racist Keyboard’ (India)" »

14 November 2017

Shock horror: How did brands make an impact this Halloween?

Becoming horrifically lucrative for brands, Halloween is now a global marketing phenomenon, with a recent Mintel report forecasting spending by UK consumers alone hitting £320 million this year, with most spenders being Millennials.  

However, the annual fright fest has seen the odd horror show in terms of bad taste, the most infamous of which being Asda and Tesco 'mental health patient' and 'psycho ward' costumes for Halloween 2013 that promised to have 'people running away in fear'. Both supermarket giants were accused of a woeful lack of judgement and for stigmatising mental health issues by charities and the public alike, a sign that attitudes towards the historically taboo subject were changing in the real world, something not reflected by the offending products. 

This year the Marketing Society and Time to Change gave brands a timely reminder not to resort to campaigns and products that stigmatise mental health, and thankfully it seems they all paid attention. So what techniques did some of the best campaigns use to engage their Halloween audiences to make the most of this fun festival without being offensive? 

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28 July 2017

Online Video Ad of the Week: Fido 'Who Am I? #GoGetProud' (Canada)


What happens when perceptions of sexual and gender identity are put to the test?  

As a partner to Pride across the country, Canadian telecoms provider Fido, along with ad agency TAXI, invited a bunch of people to play a game of 'Who Am I?' to find out...  

The film speaks for itself so check out how the game went down by watching the full video:

Continue reading "Online Video Ad of the Week: Fido 'Who Am I? #GoGetProud' (Canada)" »

05 May 2017

5 Steps for a Smashing Localized Marketing Push

Cross cultural marketing campaigns

Breaking into international markets is a tricky business. Everything from the messages you translate to the colours used in a campaign need to reflect extensive research of a culture, its history, and its lifestyle habits.

Here are 5 steps to making sure you nail your overseas efforts.


1: Create a Campaign Brief

This should include research into the market and specifically:

- The target audience’s defining attributes

- Territories your brand aims to target

- Languages in which materials will be translated

- The tone and characteristics of marketing materials

- Overall campaign goals


2: Research Cultural Specifics

Intimate understanding of a culture is vital to a successful campaign. Be sure to uncover a region’s:

- Lifestyle habits

- Societal values

- Colloquialisms

- Regional symbols

- Weather patterns

- Geographic challenges

- Political tensions

- International relations

- Anything else that helps you better understand the area


3: Clearly Communicate Intent

In order for messages to make impact, materials must be transcreated to keep intent intact. Be sure to localise:

- Campaign messages

- Branding images

- Blogs an articles

- Website materials

- Any other content that may be implemented


4: Use the Right Channels

Not all regions use the same social media platforms or search engines. Understand how to properly reach digital audiences by:

- Researching popular social media platforms in the region

- Finding out which search engines are most widely used

- Studying the best practices for those platforms


5: Work with Professionals

For transcreation to be successfully implemented, hiring an experienced agency is advised. Ensure that the firm you select:

- Caters for the language you are converting materials into

- Has a history of success

- Has experience with your specific industry

- Is able to transcreate marketing copy, video content, and audio formats



21 April 2017

Why the Pepsi ad could end in triumph

A truism that pervades our industry is that the worst thing that can happen to your work is not to have it hated, but to have it ignored.

Well, I hope this thought is keeping the Pepsi team warm tonight, because it’s probably the only morsel of comfort to be found in the wreckage of their latest ad and flames of mockery that have engulfed it.

To be fair I guess they can also take heart in the fact that they did indeed manage to unite people – just like they said they would – it’s just a shame that the common ground they provided was at their expense.

There probably hasn’t ever been an ad storm quite like this, but the closest parallel that comes to mind is the infamous Protein World scandal from 2015. And this should make us pause for thought. For Protein World’s campaign was not only hated; it was incredibly successful, garnering £2 million of sales for the small brand in a few short days. Could the same reward befall Pepsi?

The short answer is… probably not.

The two scenarios aren’t really analogous, since Protein World chose a particular side of an argument, and simply defended it to the hilt, thereby attracting hate from one faction but fandom from another. Pepsi on the other hand also chose a particular side in the culture wars, but it is this side that has turned against it the most viciously, with the protesting classes voicing deep offence at the work while the other side of the aisle simply shake their head incredulously. In other words, at least some people were on Protein World’s side – Pepsi on the other hand has no one.

That said, if hatred is better than indifference, then there should still be glimmers of hope to be found for the brand. So here are three reasons to be (sort of) cheerful…

Continue reading "Why the Pepsi ad could end in triumph" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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