De’Longhi, the show-stopper lacking an audience
By Admin I: So this campaign has been making quite a buzz online, for the showcased ‘creativity’ using printing techniques that react to water and humidity in order to convey the De’Longhi dehumidifiers’ concept.
Whether the technical term for this is a creative media buy, an interactive outdoor, or another ‘pappaz’ advertising term (save the ambient comment, it’s not an ambient), it is a must to call it a show-stopper in the midst of all the visual chaos when it comes to outdoors. But let me tell you one thing, such campaigns are only done for award shows. Absolutely no audience will really notice the gradual change or chemical reaction, unless the agency (Drive Dentsu, in this case) will recruit someone, stick him to those panels to explain the idea to every single person.
Okay so wow, great job, you discovered a magic ink, but when it comes to visual communication, you failed, like BIG time. There is no communication tool here, nothing, simply because your audience wouldn’t exist if we exclude award shows and couch potato bloggers (like us), waiting to catch new campaigns.
Drive Dentsu Beirut has been producing some good caliber work without being able to compete on a local level. The portfolio includes some clever ideas for Tanmia, planitair, and the beautifully art directed Jammal Trust Bank.
In BR, we don’t believe in advertising that lacks a real audience a la ‘no women no rights’ campaign. Cheers!