Wednesday 8 August 2012
Tuesday 7 August 2012
The Organ Donor Foundation
Image sourced from:https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjuq_g8RcuPfEWpLyRvA0yWgwfEWck-WKTBDJ9uTTRB1qo6-qtKiG98EmOhLK5BQwQ2HBEY4bbEMDyWT9O8KWNe9sp9-GofR81olgw-jC5a2g2VLWVb3-d_THWlFRSzOBb-W5qF2iuVZoTt/s1600/Untitled-3.jpg
Our Video
http://www.youtube.com/watch?v=2PnMGznwFQw
The advertising campaign for the TAG awards in 2010, still known then as the VUKA! Awards.
Image sourced from: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtDwFxK_fgNHSjG9gtgBKpHj7AeALqYoZvh_28IaO-Ln_P_tPTQHYkRWXoJHdjlAcdmDQ0ky8evZMfbdTjtrNOffUzBpK-s7vDb62pSyhFVmyNaXf6UYDCksT85seURye4uHL6MW4K1ipj/s1600/Vuka+Awards+2010+logo+final.JPG
Friday 3 August 2012
"Leila"- Lowe Bull CT's ODF PSA for last year's TAG Awards
Here's the link to the video that I discussed in my last post:
http://vimeo.com/31359689
If you don't feel like watching it, here's a brief summary:
A young girl in a hospital gown walks barefoot along a road at night.
As she walks, we see her passing a motorbike wreckage.
She continues walking, until she comes to the lifeless body of the motorcyclist lying in the road.
She looks at the motorcyclist, before lying down on the road beside him and dying too.
The following copy then appears on the screen:
"If you're not an organ donor when you die, you take someone with you when you do."
Or something like that, anyway.
Some comments on this advert would be great.
Image Sourced from: http://laurajul.dk/wp-content/uploads/2011/11/Organ-Donor-Foundation-Leila-2.png
Alex
http://vimeo.com/31359689
If you don't feel like watching it, here's a brief summary:
A young girl in a hospital gown walks barefoot along a road at night.
As she walks, we see her passing a motorbike wreckage.
She continues walking, until she comes to the lifeless body of the motorcyclist lying in the road.
She looks at the motorcyclist, before lying down on the road beside him and dying too.
The following copy then appears on the screen:
"If you're not an organ donor when you die, you take someone with you when you do."
Or something like that, anyway.
Some comments on this advert would be great.
Image Sourced from: http://laurajul.dk/wp-content/uploads/2011/11/Organ-Donor-Foundation-Leila-2.png
Alex
PSAs - Is the Guilt Trip Ever a Good Idea?
As I mentioned earlier, I will be entering the TAG awards in the near future. I had the privilege of working with an absolutely fantastic team, which consists of one other copywriter and two designers.
At the moment, our advert is in post-production, but I will share it as soon as it is complete.
The NGO that we chose to do for our public-service annoouncement, was the Organ Donor Foundation, or ODF.
We chose this organisation, because all the other NGOs that we found were all fairly obvious: animal abuse, women abuse, drug rehabilitation etc. While there is no denying that these issues are very serious and should not be ignored in any way whatsoever, we felt that Organ Donation would be more of a challenge. Everyone knows how they feel about animal-abuse, but not everyone is sure on their stance when it comes to organ donation. Some are for it, some are against it, and others (like me, before I started working on this brief) sit somewhere in the middle.
What we weren't aware of, however, when we chose to do the ODF, was that well-known Cape Town agency Lowe Bull created an ad for them last year....and it won the competition.
So while we had a great NGO to promote, we had a LOT to live up to. The interesting part of this story (which is the point of the article) is the debate on what makes a great ad. This advert won the TAG awards, but the response that the ODF received when it aired was far from positive. People complained that it was too emotive, too patronising and too personal. It was removed from air, and the ODF did not see significant improvement in registrations after it aired.
It's all very well to say it was a great ad, but if it didn't achieve its aim, can we really give it any credit?
PSAs, and not just the advert that Lowe Bull created, often seem to do this though. We often see serious issues being sold to us using guilt and fear as the vehicle.
And is that really all that effective? I think not. Well, not in the majority of cases, anyway.
If anyone has any feedback regarding this topic, I'd love to hear it.
Alex
At the moment, our advert is in post-production, but I will share it as soon as it is complete.
The NGO that we chose to do for our public-service annoouncement, was the Organ Donor Foundation, or ODF.
We chose this organisation, because all the other NGOs that we found were all fairly obvious: animal abuse, women abuse, drug rehabilitation etc. While there is no denying that these issues are very serious and should not be ignored in any way whatsoever, we felt that Organ Donation would be more of a challenge. Everyone knows how they feel about animal-abuse, but not everyone is sure on their stance when it comes to organ donation. Some are for it, some are against it, and others (like me, before I started working on this brief) sit somewhere in the middle.
What we weren't aware of, however, when we chose to do the ODF, was that well-known Cape Town agency Lowe Bull created an ad for them last year....and it won the competition.
So while we had a great NGO to promote, we had a LOT to live up to. The interesting part of this story (which is the point of the article) is the debate on what makes a great ad. This advert won the TAG awards, but the response that the ODF received when it aired was far from positive. People complained that it was too emotive, too patronising and too personal. It was removed from air, and the ODF did not see significant improvement in registrations after it aired.
It's all very well to say it was a great ad, but if it didn't achieve its aim, can we really give it any credit?
PSAs, and not just the advert that Lowe Bull created, often seem to do this though. We often see serious issues being sold to us using guilt and fear as the vehicle.
And is that really all that effective? I think not. Well, not in the majority of cases, anyway.
If anyone has any feedback regarding this topic, I'd love to hear it.
Alex
Who Am I?
My name's Alex, and I'm a 2nd year student at an advertising college in Johannesburg, where I'm majoring in Copywriting.
I have no affiliation with the TAG Awards whatsoever, except for the fact that I'm entering them myself this year.
This blog is a free platform where I hope to exchange ideas with people in similar fields around the world, as well as comment on and critique some of the adverts done for TAG so far.
I have no affiliation with the TAG Awards whatsoever, except for the fact that I'm entering them myself this year.
This blog is a free platform where I hope to exchange ideas with people in similar fields around the world, as well as comment on and critique some of the adverts done for TAG so far.
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