Back to the old question. What is the primary aim of advertising? Undoubtedly, it is to sell products and services and enhance the brand image. But, when we see some campaigns we wonder whether they have any intention to carry on with this primary aim of advertising. This campaign, though not in an affirmative way, also raises such a question.
The print campaign for Xanlite LED technology lights tries to play it clever with deliberately subtle messages. The campaign asks- Why waste energy? LED technology bulbs: same light, 95% less electricity
Well, to convey the message, the campaign uses funny illustrations which show incidents of wasting time and energy. Like the image of a teacher who teaches a crab. Its waste of energy, the campaign indicates. But to make a connection between the idea of wasting energy with these illustrations seems a forced affair.
Well you are clever. But why waste energy?
CREDITS
Advertising Agency: Ogilvy & Mather, Paris, France
Creative Director: Chris Garbutt
Art Directors: Emmanuel Bougnères, Martin Darfeuille
Copywriter: Edouard Perarnaud
Illustrator: Kristof Luyickx
