The Codes of Creativity

13 October 2016, Thursday

To be creative, we must possess both knowledge and a different way of thinking. Creativity involves combining two elements, or even better, three or four. By merging existing knowledge with a creative mindset and aligning it with creative codes such as media, cultural values, strategic insights, or target audiences, you can create impactful and memorable advertisements, as shown in the following examples:

Cultural Values

An example of combining two elements creatively is the print advertisement by renowned sports equipment manufacturer Penn. The ad utilizes the metaphor method to highlight creativity. A successful ad ensures maximum coherence between the product, symbol, and message, choosing symbols that resonate with the cultural values of the target audience. In Penn’s case, the brand sponsored hockey matches in Canada and creatively merged its product with Canada’s cultural symbol—ice hockey—successfully emphasizing its sponsorship.

Target Audience

Ads that directly target a specific audience include a billboard advertisement for a basketball club. The billboard was positioned high above the ground, with a basket attached to it, and the promotional material placed inside the hoop. This design ensured that only tall individuals could retrieve the advertisement. By leveraging the nature of the medium, the ad directly engaged its target segment, showcasing an innovative and focused approach.

Memorability

To motivate consumers to take action, consider the example of the Wimbledon tennis tournament’s print ad promoting its broadcast on a TV channel. The ad encouraged readers to perform a physical action: the text was arranged in a way that required the reader to move their head from side to side, mimicking watching a tennis match. This interactive element made the reader an active participant in the ad, leaving a lasting impression due to its physical engagement.

Strategy

A strategically crafted ad that captures a consumer insight and aligns with rational reasoning can be exemplified by Nike’s ad in the UK. The concept is simple yet grounded in a profound insight: the headline reads, “Yesterday, You Said Tomorrow.” This resonates deeply with many viewers who see a reflection of themselves in the ad. Without even mentioning its name, Nike reinforces its iconic slogan, embedding it firmly in the audience’s mind.

Creativity

Ecovia, one of Brazil’s leading logistics companies, is known for its impactful social responsibility initiatives. For New Year’s celebrations, the brand released a creative ad with a social message. The ad cleverly combines Santa Claus’s iconic Ho Ho Ho laugh with the chemical formula for water, H2O. The message encourages people to drink water and keep laughing, rather than consuming alcohol and endangering themselves on the road during New Year’s Eve. This resulted in a beautifully crafted and meaningful ad.

By integrating cultural relevance, strategic insights, interactive elements, and creativity, these examples demonstrate how brands can communicate effectively and leave a lasting impact on their audiences.

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