The Asia Pacific Advertising Festival was held March 17-19 in Pattaya, Thailand and here are my personal favorites of the winning entries. I only drew from entries that are appropriate for YouTube Tuesday Plus — they had to be for a product or service and they couldn’t be a print ad or simply a short TV spot. Here goes:
Like many older, established orgs, the Anti-Defamation League has a communication and brand perception problem. The world and attitudes change around them. And they must adapt to remain relevant. This video, released to celebrate their 100th anniversary, does a good job. It’s also incredibly inspiring.
I actually got the shivers from this video that captures a new aspect of the famous Dove Real Beauty campaign. I don’t know if you will have the same reaction. But it was very moving to me. You know the campaign, right? Where Dove hires models that look like actual people (not stick-figures) to advertise their skincare products?
I’m not exactly sure how I came across a Starbucks YouTube video—but I did. And then I began digging deeper into their 250-video-strong YouTube channel. And I was bored. Their channel gets a lot right, but it gets the most important thing wrong. It’s not interesting. And it could be soooooo interesting.
Yes, Dunder Mifflin, the once fictional company in Scranton, Pennsylvania where the US version of The Office television show takes place. Once fictional because NBC (US home of The Office) and Staples actually got together to create a real line of real Dunder Mifflin branded paper. It’s apparently selling well and they’re expanding to other paper products. That’s just cool.
I am a a fan of this campaign from Microsoft. The idea is that while you might have discounted Microsoft’s web browser Internet Explorer in recent years, it’s really time to take another look. The center of the campaign is a website called “The Browser You Loved to Hate.”
When the University of California announced their new logo they did it with quite some fanfare—including this video. It’s a beautiful video with paper cutouts and other nice animations. It’s soft and human and engaging. BUT… look how it did not aid (but actually hurt) the UC communications cause.
OK. This video is no great shakes — it’s very matter of fact and doesn’t offer up a lot of excitement. But the digital experience it promotes is very clever: super thin “grocery stores” on train platforms.
Union Bank is promoting the fact that customers can have flexibility when they bank with them. They’re pitching the idea that “The people who let you design your own bank are letting you design your own commercial.” I like the direct link between the idea and the bank’s product. It’s very clear. Plus it’s a fun commercial … and really fun that you can easily mix and match video objects and make your own.