Whether you have nice or negative things to say about advertising, it’s an industry that pushes the boundaries of creativity in communication. One of the premier magazines that shows this collective boundary-pushing field is Communication Arts. Every year, the magazine publishes “annuals” that highlight visionary examples of communication, not only in advertising, but also typography, interactive design, photography, illustration and more. The fifty-third edition, which saw 4,423 initial entries, on advertising has some amazing examples of advertising work in consumer magazine ads, posters, online advertising, integrated campaigns, public service, tv and radio.
There’s plenty of aspects to creating great ads, like the copy-writing, images, and interaction, but great ads is about having a fundamentally good idea that engages and inspires. Dave Newbold, one of the jurors of the 53rd annual, said:
“While there was a lot of aesthetically-pleasing, smartly-executed work, the best of the best were based on powerful concepts.”
The majority of each annual produced by Communication Arts features winning example of each of its themes. At the same time, each annual also includes interesting insights, featured designers and artists, events, and book reviews around the same theme. I was pretty surprised and happy to find a critical book review by Natalia Ilyin, a founding faculty at the Vermont College of Fine Arts, on Thomas Kolster’s book “Goodvertising: Creative Advertising That Cares“. I definitely agree that the tools and concepts that are used in advertising for communication and behavior impact can be used for good. At the same time, advertising shouldn’t be used just to ‘greenwash’ companies or make them look that they’re working for a good cause or social change. It comes down to being a socially and environmentally responsible company – “a donut company that makes a good product at a fair price, does not harm the environment and takes care of its works is a responsible donut maker.” And, design and advertising can help “to increase public perception” and “engage the public” in changing our values around an economic system that places profits before people.
Here are some thoughts of my favorite ads from the winners in Communication Arts’ 53rd Advertising Annual.
I love maps and this was a brilliant piece of work by Armstrong on taking a common sight of earth (used Google Maps or Earth?) and then taking the electrical cord to create a river flow to push it’s tag line “The most realistic vinyl floors on Earth”.
This is an engaging ad from Brix and Morsol – the creative direction of the ad actually made me turn the magazine upside down.
City Year is an organziation based in Boston that looks at building democracy through citizen service, civic leadership and social entrepreneurship by demonstrating the power and idealism of young people, engaging citizens to benefit the common good, and developing young leaders of the next generation. The ad makes you think about how society can invest and nurture youth for a better future. Check out the message “Trouble does not discriminate – neither does hope.”
This is just a funny ad that gets it’s message across for the deodorant. The concept is great especially if you’ve watched too many detective movies.
This was one in a series of posters that was chosen as a winner in the 53rd annual. Makes you think how rich you have to be to get your own tunnel?
This outdoor ad for a magic festival in Quebec is great because of its use in the simplicity of the words combined with the interactivity of its environment – just check out the magician’s top hat and the pigeons flying in/out of it – it connects with a common image of what magician’s do.
Finally a funny, yet touching, ad by Nike.
(Cover photo from DDB Canada)