Right Brain, Left Brain Blog

946 posts categorized "Right Brain: creativity, innovation, ideas"

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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10 November 2017

Christmas Countdown - Ad of the Week: John Lewis ‘#MozTheMonster’ (UK)

Moz

Maybe it still feels too early to be talking about Christmas already but we’ve got the folks at John Lewis to thank for kicking off the festivities and officially marking the countdown to Christmas with the unveiling of its 2017 Christmas ad – sending the internet into a frenzy this morning (Nov 11th).

The stars of this year’s offering are a young boy named Joe and a monster named Moz. The narrative begins when Joe befriends a noisy imaginary Monster under his bed but the two friends have so much fun together that he can’t get to sleep, leaving him tired by day. On Christmas Day, Joe receives a gift that will finally help him get a good night’s sleep…

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20 October 2017

The genius of Trivago

Trivago

No campaign has received more industry attention this summer than Trivago’s. Its recent poster crusade of London has been ridiculed for its strange and repetitive placements and its uninspiring design. Those who worked on the campaign have even had their professional commitment brought into question.

However, beneath the negative press lies an uncomfortable truth for the ad world.

The Trivago campaign has worked.

As a result of the campaign, Trivago’s brand awareness in London rose by a remarkable 15% from 27% to 42% at its peak [Source: YouGov].

Was that Trivago's main marketing objective? Almost certainly.

Skeptics will point towards brand perception. By being so freakishly ubiquitous, surely we can assume that sentiment towards the brand is at an all-time low.

Continue reading "The genius of Trivago" »

06 October 2017

Ad of the Week: Warburtons 'Pride and Breadjudice' (UK)

Warburtons

To give your Friday afternoon a sprinkling of British humour, our ad of the week goes to British baking firm Warburtons for its unique parody take on Jane Austen's 'Pride and Prejudice' to tell the story of how the Warburtons family business began in 1876.  

As part of its wider 'From Our Family to Yours' campaign, the brand has enlisted British comic Peter Kay who channels his inner Mr Darcy in what he describes as a "steamy period drama" that follows "an epic tale of passion, flour and a woman stood on a hill" - the love story of the company's founder Thomas and Ellen Warburton. 

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29 September 2017

Cinema Ad of the Week: Godiva 'Midweek Masterpieces' (UK)

Godiva

Premium chocolate brand Godiva has enlisted esteemed photographer and director Rankin to produce a new, immersive global campaign that showcases the sensorial artistry of its new range, Godiva Masterpieces.

Devised by creative agency CHI & Partners, the campaign aims to bring to life how it feels to eat Godiva chocolate and what sets it apart from other chocolate experiences.

The film has debuted in the UK in partnership with cinema group Everyman, with the 'Midweek Masterpieces' series running across all Everyman cinemas for an initial period of 12 weeks. Cinema goers will also receive a complimentary sample of Godiva Masterpieces when they purchase their film ticket.

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15 September 2017

Print Ad of the Week: McDonald's 'Open Late' (France)

Mcds 1

Inspired by its minimalist Pictos campaign, McDonald's has gone one step further in a new print campaign for the night birds.

The creative, by TBWA\Paris, sees flashes of light glow together to take the shape of some of its most iconic products: Big Mac, Sundae and French Fries to announce the late opening of McDonald's restaurants until midnight or later.

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01 September 2017

Innovative Ad of the Week: Deutsche Telekom 'Sea Hero Quest VR' (Global)

Deutsche telekom

Building on the success of its multi award-winning 'Sea Hero Quest' campaign, Deutsche Telekom has upped the ante and revealed a VR sequel to the project.

Sea Hero Quest originally started out as a mobile game that challenged and recorded the navigational skills of players to provide data that could be used for scientific research on dementia.

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29 August 2017

Gender stereotyping puts products before people – and consumers don’t like it!

In the past month no less than three gender-related stories have hit the national headlines. Jodie Whittaker was announced as the first ever female Dr Who, the BBC revealed its huge gender pay gap and it was refreshing to see the Advertising Standards Association (ASA) announce that it is working on tougher standards for what it called harmful gender stereotypes in advertisements.

The ASA’s stance hasn’t come a moment too soon. The issue has been bubbling under the surface since Procter & Gamble’s #unstereotyping speech at last year’s Cannes Lions festival, where the brand pledged to end gender stereotyping across its brand advertising. While this was welcomed wholeheartedly, it’s a touch ironic since P&G has done so much to promote stereotypes in its Fairy Liquid commercials, which still featured a woman washing up as late as the Noughties! Only in the 2015 version did it first show a man doing the dishes. But let’s give credit where it’s due.

Continue reading "Gender stereotyping puts products before people – and consumers don’t like it!" »

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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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