Feb 2, 201711:41 AMOpen Mic
Send us your blog for consideration!
Why context before concept matters in your marketing
(page 2 of 2)
But for me, here’s the real winner:
And it happened more than once:
This context/concept fail is so epic it’s launched a flotilla of conspiracy theories on Reddit (https://www.reddit.com/r/
Having worked on alcoholic beverage accounts in the past, I cannot believe this was an ambient advertising campaign that passed corporate legal vetting. So it remains a fail, UNLESS Mike’s Hard Lemonade was really out to:
- Market exclusively to vandals
- Determined to drive non-vandals away from the brand.
Neither option is a good idea in my book.
These bad examples above aren’t just simple, garden-variety ad failures showing typos, blatant grammar mistakes, or unfortunate media placements. These exhibit context/concept malpractice of the highest (or lowest?) order. When done right (like the Apotek Hjärtat work) and context and concept are perfectly aligned, it’s impossible to tell which came first — and to me that’s the hallmark of a truly great rule of thumb.
D.P. Knudten is chief collaborator for COLLABORATOR creative.
Click here to sign up for the free IB ezine – your twice-weekly resource for local business news, analysis, voices, and the names you need to know. If you are not already a subscriber to In Business magazine, be sure to sign up for our monthly print edition here.