eBusiness Weekly
Leslie Mupeti
Needles in haystacks. Twitter’s blue bird. Species going extinct before our eyes. These powerful images showcase that print advertising still offers ample space for creativity in today’s fragmented media landscape.
When crafted strategically, a simple print ad can capture attention and spark conversation just as well as any digital campaign.
Take the recent examples of Luxor Highlighters’ minimalist “needle in a haystack” execution that demonstrated their branding promise through clever visual storytelling.
Or WWF’s sobering use of versions of the Twitter logo with previous Twitter logo versions crossed out, evoking a sense of grief and loss.
These ads and the viral sharing they generated prove that with the right creative approach, print retains its power to break through the noise. In an age of information overload, a well-conceived print ad provides a singular destination for compelling messaging.
As this article explores, marketers should not neglect the enduring value of innovative print advertising and its unique canvas for original concepts, disruption, and cultural commentary.
With consumer focus fractured across devices and platforms, a creative print ad strategy could be the key ingredient to capturing audience imagination and conveying brand stories that stick.
Print advertising has been around for centuries and has proven to be an effective way to convey a message to a target audience.
However, in recent times, there has been a growing concern that marketers are becoming less creative in their approach to print advertising. Despite this concern, there is still a lot of space for creativity in print advertising, as evidenced by the iconic 2014 Luxor Highlighters innovative print advert and the recent WWF print advertisement in collaboration with McCann Germany.
The 2014 Luxor Highlighters innovative print advert was a simple yet effective concept that showcased the power of creativity in print advertising.
The advert features a plain white sheet filled edge to edge with the word “hay” written hundreds of times in black ink. The sea of repeated text makes it almost impossible to focus on any one instance of the word.
Except, that is, for the single occurrence of the word “needle” highlighted in bright yellow courtesy of a Luxor highlighter. This one illuminated word immediately draws the eye amidst the monotonous black hay field surrounding it.
This advert was a great example of how a simple concept can be executed in a creative and impactful way.
The Luxor Highlighters advert was effective because it was able to capture the attention of the target audience by using a simple yet creative concept.
The target audience was able to relate to the concept and understand the message behind it.
This advert was able to demonstrate that creativity in print advertising is still possible even with a simple concept.
The recent WWF print advertisement in collaboration with McCann Germany is another great example of how creativity can be used in print advertising to convey a powerful message.
The graphic showcases the hypothetical extinction of various animal species by using the evolution of Twitter’s blue bird logo.
The graphic emphasises the urgent need to protect these species and evokes a sense of mourning for the ‘loss’ of the Twitter bird. This advert was able to stir emotions across the globe and underscore the grim reality that approximately one million real animal species currently face the threat of extinction just like Twitter’s bird logo.
The WWF print advertisement was effective because it used a creative concept to convey a powerful message. The target audience was able to understand the message behind the advert and was able to relate to the concept.
This advert was able to demonstrate that creativity in print advertising can still be used to convey a powerful message and evoke emotions.
What are the benefits of print adverts?
Tangibility
One of the experiences that print adverts deliver without failure is tangibility.
Print advertisements provide a physical presence that readers can touch, hold, and refer back to at their convenience.
This tangibility can create a lasting impression and enhance the credibility of the message.
Credibility and Trust
Print media, such as reputable newspapers or well-established magazines, is often perceived as more trustworthy and reliable than certain forms of digital advertising.
This credibility can positively influence the readers’ perception of your brand and increase trust.
Less digital distraction
In a world overloaded with digital content and distractions, print advertising offers a respite from constant screen time. Print ads allow readers to focus and engage with the content without being interrupted by notifications or other online distractions.
Supplement to digital marketing
Print advertising can work synergistically with digital marketing efforts. By integrating print ads into your overall marketing strategy, you can increase brand exposure and reinforce your message across multiple channels, thereby enhancing the overall effectiveness of your campaigns.
As Luxor Highlighters and WWF demonstrated with their minimalist “needle in a haystack” and “Protect our Wildlife before it’s too late” ad, print advertising still offers fertile creative soil.
Marketers just need to till it. Rather than remain fixated on the latest digital trends, they should tend the enduring power of print.
Harvest creative concepts optimised for print’s tactile, immersive qualities. Sow the seeds for viral sharing by incorporating clever executions tailored for physical media.
If brand stewards neglect innovative print advertising, their messaging risks becoming monotonous fast food in an age of distraction.
But for those willing to cultivate print’s unique creative space, the feast of consumer engagement awaits.
With compelling stories told through disruptive imagery and smart design, print ads can slice through the clutter to deliver singular impressions.
As any wise farmer knows, sometimes going back to basics bears the most fruit. In advertising as in agriculture, success comes not just from chasing the newest machinery, but from tending the land.
For marketers, print is acreage ripe for creative cultivation.
The question is, are they willing to get their hands dirty?
◆ Leslie Mupeti is a brand strategist and creative Innovator. He is the founder of Daily Brand and can be reached for feedback on www.dailybrand.co.zw or email on: [email protected] or +263 785 324 230. His Twitter and Facebook is @lesmupeti
