By Mona Sharif
Every body should have a purpose
Purpose is the reason for which something exists or is done, made, used,…
Every body can have a purpose.
We need to find our life purpose. And we, as young creatives entering the ad industry in a few months time, need to create ads that can change the world, have a purpose and use the power of brands to make positive actions that can solve problems.
Having a purpose helps you know what direction you should go, what are your goals and how to reach them with passion.
Brands and companies, on the other hand are bodies. They have a personality, a tone of voice, a visual identity, so they also need to have a purpose more than just selling selling selling.
Advertising has the power to sometimes change people’s opinion, make them see things from a different angle, get the unsaid said, and/or make out target feel heard and understand.
For this SCAB I wanted to share with you a few of my favourite ads that, according to me, have purpose.
The first two brands that came into my head are Dove and Always.
Dove is committed to building positive self-esteem and inspiring women and girls to reach their potential and being strong. First with Real Beauty Sketches produced by Ogilvy Brazil in 2013, that I believe we all know, but also with an other Dove campaign, made by Ogilvy & Mather Paris, demonstrating how harsh your inner critic really sounds.
The second brand is Always with its epic #LikeAGirl campaign that changed the perception of the phrase ‘like a girl’.
The #HIVHeroes is a limited issue of the magazine Vangardist in Austria that decided to raise awareness of HIV and end stigma by mixing the printing ink with blood from HIV-positive donators. A very unexpected campaign by Saatchi & Saatchi Switzerland that earned a well deserved D&AD wood pencil.
A few months ago, IKEA, in association with the Norwegian Red Cross, built a model of a Syrian home in a store in Norway, to raise awareness and make customers experience the reality of the world of Rana, a Syrian mother raising four children as war rages around her. This 25 square meters was created by the ad agency POL between displays of comfortable and modern furnishings in the middle of an IKEA store in Norway.
In 2015, Volkswagen has stand out by helping young drivers be aware that the use of smartphones while driving has become the leading cause of road fatalities. To make people feel really involved, OgilvyOne Beijing produced a short trailer released in a Honk Kong cinema. The video was shot from the point of view of a car driver and a location-based system sent a text message to each person in the room 15 seconds after the video started. As people checked their phones, they were shocked by a loud and frightening sound. When they look back at the screen, the car had crashed.
Last but not least, ‘All that we share’, an ad for Danish TV, that was released by the agency &Co two weeks ago, on the same day that Trump was signing the order banning those from seven Muslim-majority countries entering the US. A simple, heartwarming video celebrating diversity, acceptance and unity.
If you think of any ad that you would have liked to see in this list, please leave it in the comments