Adaily Inspiration Week #18: Award-winning print ads
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For this week we chose campaigns for “nostalgia” campaigns. Below you can find our 5 picks, but if you want to see more just click direct link to query » HERE «
1. “Fireproof Newspaper” - Noticias De La Comarca
Noticias de la Comarea did a fire safety campaign using a fireproof newspaper.
HOY Buenos Aires • 2021 • Media outlet • Argentina • LATAM
Challenge
The challenge of this campaign was to raise awareness about the devastating wildfires in LA Comarca Andina and the role that human negligence plays in starting these fires. The goal was to educate the public about the dangers of starting fires and the need for caution in order to prevent further destruction. Additionally, the campaign aimed to generate support and donations for the firefighting efforts in the region. The challenge was to effectively communicate these messages and engage the public in a way that would have a lasting impact.
Target Group
The target group of this campaign was the general public, with a specific focus on residents of LA Comarca Andina and surrounding areas. The aim was to raise awareness among individuals about the causes and consequences of wildfires, and to encourage them to take precautions and be responsible in order to prevent future fires. Additionally, the campaign aimed to attract attention and support from potential donors to the Argentine Firefighters' Foundation.
Idea
The main idea of this campaign was to raise awareness about the devastating effects of wildfires and the role of human negligence in causing them. The campaign aimed to do this by creating the world's first fireproof newspaper, a special edition of Noticias de la Comarca that could report on the fires without posing a fire risk itself. The objective was to highlight the need for caution and responsibility in preventing wildfires and to emphasize the importance of supporting firefighters in their efforts to combat these disasters. The campaign was supported by Sesocio and the Argentine Firefighters' Foundation, and it successfully generated significant public engagement and increased donations to the firefighters' cause.
Results
The campaign to raise awareness about the devastating wildfires in LA Comarca Andina through the world's first fireproof newspaper yielded positive results. The initiative, supported by Sesocio and the Argentine Firefighters' Foundation, garnered significant attention and engagement. The campaign achieved a remarkable increase of over 70% in interactions, indicating that the message resonated with the audience and successfully captured their attention. This increased engagement demonstrated a heightened awareness and concern for the issue of wildfires caused by human negligence. Furthermore, the campaign had a substantial impact on donations for firefighters. Donations to the Argentine Firefighters' Foundation increased by an impressive 500% during the campaign period. This surge in financial support demonstrates the effectiveness of the initiative in mobilizing resources to aid in firefighting efforts and support those affected by the wildfires. In addition to the direct impact on fundraising and awareness, the campaign generated significant media reach. With a reach of 14.2 million people, the message of the fireproof newspaper and the urgency to prevent wildfires reached a wide audience. This extensive media coverage helped to disseminate the importance of responsible behavior and the need to prevent future wildfires. Overall, the campaign successfully achieved its objectives of raising awareness about the devastating wildfires and encouraging support for firefighting efforts. The innovative concept of a fireproof newspaper effectively captured public attention and stimulated a positive response from the community.
Links
2. “Or Travel On Cleartrip” - Cleartrip
Cleartrip did a print ad campaign with a twist by creating a web app that allows people to scan sale ads and unlock travel offers instead of spending on unnecessary items.
Talented Bangalore • 2022 • Online platform • India • Asia
Challenge
The challenge of this campaign was to create a print ad that would stand out during the sale season filled with advertisements, and to encourage people to think about travel instead of spending money on unnecessary purchases. Additionally, the campaign aimed to promote Cleartrip's web app, ortraveloncleartrip.com, which allows users to scan any sale ad to unlock travel offers within their budget. The goal was to bring about a behavioral change and make people prioritize travel over shopping.
Target Group
The target group of Cleartrip's campaign was individuals who are influenced by sale season ads and tend to spend on unnecessary purchases. The campaign aimed to encourage these individuals to think differently by choosing to travel instead of buying products. The campaign also targeted individuals who are interested in finding travel deals and offers.
Idea
The main idea of Cleartrip's campaign was to encourage people to think differently during the sale season and prioritize experiences over material possessions. The campaign aimed to make people rethink their spending habits and consider using their money to travel instead of buying unnecessary items. The campaign also featured a web app that allowed users to scan sale ads and unlock travel offers from Cleartrip within the same budget. The goal was to create a behavioral change where consumers think about the trips they could take instead of accumulating more products.
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3. “The Folded Newspaper” - LGBT Association
The LGBT Association in Israel did a marketing campaign using a foldable ad in the ruling party's newspaper to protest against the new government's discriminatory laws.
Blanco Tel Aviv • 2023 • NGO - equality • Israel • Middle East
Challenge
The challenge of this campaign was to effectively protest against the ruling party without directly confronting or challenging their authority. The LGBT Association had to find a creative and subtle way to voice their concerns and raise awareness about the potential discrimination that could be enacted against the LGBT community once the new government took power. The organizers had to strategize how to reach a wide audience and generate momentum for their cause while minimizing the risks of backlash or censorship from the ruling party.
Target Group
The target group of this campaign was the LGBT community in Israel, as well as individuals who support LGBT rights and equal treatment for all.
Idea
The main idea of this campaign was for the LGBT Association in Israel to protest against the incoming government's discriminatory laws by hijacking the ruling party's newspaper. They purchased a half-page ad in the newspaper and invited the community to fold the paper in a way that revealed their message. The goal was to raise awareness and mobilize support against the new government's anti-LGBT policies. The campaign successfully garnered significant media attention and generated a strong social media conversation.
Results
The campaign aimed to protest against the new Israeli government's discriminatory stance towards the LGBT community. The LGBT Association in Israel purchased a half-page ad in the ruling party's newspaper, "Israel Today," and invited the community to fold the paper in a way that revealed a powerful message. The campaign successfully grabbed attention, with $450,000 in earned media and approximately 14 million media impressions. Additionally, it generated a 2800% increase in social media conversation, making "The Folded Newspaper" a symbol of the LGBT protest.
Links
4. “SmartRead” - Bayer
Bayer did a SmartRead campaign using a large format print magazine specifically designed for patients with macular degeneration, providing them with a distraction during their hospital visits.
Langland Windsor • 2019 • Medicines • United Kingdom • Europe
Challenge
The challenge of the SmartRead campaign was to create a magazine specifically designed for patients with macular degeneration that would provide them with a much-needed distraction during their long wait times in hospitals. The magazine had to be easily readable for individuals with visual impairments, ensuring that they could access the content and find it engaging and relevant to their interests.
Target Group
The target group of the SmartRead campaign was patients with macular degeneration, a condition that affects the central vision and can result in significant visual impairment. These patients often spend long periods of time waiting in hospitals for treatments such as injections into the eye. SmartRead was specifically designed to provide a distraction and entertainment for this isolated and neglected audience, offering a large format print magazine that is easily readable for individuals with visual impairments.
Idea
The main idea of this campaign was to address the needs of patients with macular degeneration by providing them with a large format print magazine, called SmartRead, designed to be easily read and enjoyed during their hospital visits for treatments like injections into the eye. This campaign aimed to alleviate the feelings of isolation and neglect often experienced by these patients by offering them a distraction and a source of entertainment while waiting.
Results
The results of the SmartRead campaign were positive. The large format print magazine successfully reached and engaged patients with macular degeneration, providing them with an accessible, informative, and entertaining reading material during their hospital visits. The campaign received positive feedback from patients, as it helped to alleviate their boredom and provided a welcomed distraction during their treatments. Furthermore, the partnership between Bayer and patient groups such as the Macular Society and RNIB demonstrated the company's commitment to supporting and addressing the specific needs of this often overlooked audience.
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5. “Once Upon a Time in Hollywood Magazine” - Sony Entertainment
Sony created a Once Upon a Time In... Hollywood magazine site + print magazine, intertwining digital and physical promotion seamlessly.
Watson Design Group Inc. • 2019 • Media outlet • United States • North America
Challenge
The challenge of this campaign was to create a marketing experience for Quentin Tarantino's film, Once Upon a Time in...Hollywood, that felt authentic to the 1969 setting of the movie while engaging fans in the digital space. It required capturing the essence of the era, honoring the themes of the film, and providing bonus value to fans through in-world content and Easter Eggs. Additionally, the campaign had to seamlessly combine the digital and physical aspects by creating a magazine site and a print magazine for distribution at premieres and screenings across the country. The goal was to generate excitement among fans and drive them to both the online and offline experiences, ultimately contributing to the film's success.
Target Group
The target group of this campaign for the Once Upon a Time In... Hollywood magazine site and print magazine included fans of Quentin Tarantino, movie enthusiasts, individuals interested in 1969 pop culture, and those intrigued by the film's themes of fame, friendship, and nostalgia. The campaign aimed to engage both dedicated fans of Tarantino's work and new audiences looking to immerse themselves in the world of the film.
Idea
The main idea of the campaign was to create an immersive and engaging digital and print magazine experience for fans of Quentin Tarantino's film "Once Upon a Time in...Hollywood." By utilizing a late 60s gossip magazine style, the campaign aimed to provide fans with a deeper dive into the world of the film, incorporating in-world articles, advertisements, and Easter Eggs to enhance the authenticity and connection to Tarantino's extended universe. The goal was to generate excitement, drive engagement, and enhance the overall viewing experience for audiences, both online and at screenings. With a focus on nostalgia, culture, and fan interaction, the campaign successfully attracted over 300k site visits and distributed thousands of physical magazines to fans attending premieres and screenings.
Results
The campaign for the Once Upon a Time In... Hollywood magazine site and print magazine was successful, with over 300k page views, 300k+ site visits, and 250k+ unique visitors from launch to release. Approximately 5k print magazines were distributed at the LA premiere, while 100k print magazines were distributed to theatre chains in America, Canada, and Australia. The magazines were popular at partner theatres, with one partner reporting that most locations ran out of magazines and expressed interest in a second-weekend push. Additionally, fans took to social media to share images of their magazines as proof of attendance, generating buzz and driving more viewers to the online version of the magazine. Overall, the campaign helped enhance the pop culture phenomenon around the film and engaged both dedicated fans and newcomers.
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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