When you see an ad, if it succeeds to grab your attention and arouse your curiosity, it fulfils the primary duty of brand creation. Even if an ad has an outstanding idea, if it fails to grab the attention of the viewers, it fails at the first stage.
These ads for evergreen.ca exhibits this good trait- the ability to attract the attention. We will naturally be compelled to have a look at the ads to know what they mean. A plant is drawn and a head is portrayed as its roots. The copy says- âBe the root. Nature in the city begins with all of us. The harder we try, the more it will thrive. We need your help. Visit evergreen.ca.â
The design supports the concept and copy, in a way to grab the attention of the targeted audience. But having the ability to attract the glimpses doesnât mean that it is an outstanding ad. Being a social oriented ad, it should go beyond and move the target audience.
Credits:
Advertising Agency: zig
Creative Director: Martin Beauvais
Art Director: Mark Puchala
Copywriter: Geoff Morgan
Planner: James Powell
Team Leader / Agency Producer: Christine Harron
Print Producers: Jen Dark, Darcy Paniccia
Photographer: Matt Barnes, Westside Studios
Film House: 247 Integrated/zig
Retouchers: Matt Barnes, Jeremy Thompson
Via: Ads of the world
