The Banner Concerts campaign by Belgium’s Boondoggle agency picked up five of the 16 golds awarded at this year’s Cannes Cyber Lions for online advertising. The campaign streamed gigs by local bands to a selection of popular Belgian websites, with band members crammed into custom-made boxes the same aspect ratio as common banner ad sizes. Brilliantly executed and downright inspiring.While being a brilliantly executed banner and advertising campaign, I really think that this is really a case of great concept wrong client. A case of the advertising advertising bearing no relevance to the product. A great brand voicing project, sure, but really, as presented by @gredge, ask yourself in 10 minutes after closing the ads, “What was the name of that bank?”
I think “great concept wrong client” analysis is flawed - with all due respect. Superficial concious recall of the association is not the play here. It puts you in a mood/context, exposes you to some simple branding button pushing (colour, shapes, names) and then expects the 2/3 of your brain devoted to automatic pattern recognition and assimilation to do the rest.
The tactical measure of success is whether it puts the hooks in front of the audience for X seconds, the rest is voodoo. Strategically, is there an uplift in “sales” over the long term - with branding very long term.
I’d be smug if I banged this in and pulled it off. Probably strain a ligament with an extended bout of self-congratulatory patting of one’s own back to be honest.
