Hanna Back, 1 de Junio de 2009.
Advertising campaigns don’t surprise anymore, lack of concept, way too much special effects, have transformed us in entertainment for marketers and clients in 30 second format.
Concept are worlds where the selling proposition and the brand are important, not the punch joke, not a slogan, not the pack shot.The executions are events on this world, little moments seen through windows that we open for people to see.
So when you get to the point where people knows your product, what will you talk about? Do you have a world to show?
See the HBO campaign for True Blood tv serie: when people already know what is your product, tell a compelling story and use your money right.