Festival de Magie de Québec’s Disappearing Act Digital Display

The Quebéc Magic Film Festival came up with a rather crafty way of promoting the event. A fair amount of posters were placed around cities, featuring only a white background, a black top hat and a small text below it asking the passerby to take a photo of the poster with flash, revealing a secret message – and of course, the secret message is the festival itself.

SEE ALSO: Le Festival de Magie de Québec Creates The Most Magical Billboard You’ll Ever See

Advertising is the key to making anything known, whether it’s a product to sell or a person to flood your social media with. Can everything be sold? Under the right light, with the right thinking and the right approach, yes. As we go through life of course it gets much easier to see that anything can be sold with a good advertisement. Our life becomes very dependent from it as we become curious and it becomes a game: what is it that they try to advertise?

Is it soap?

No, he’s on a horse.

So, curiosity becomes key as advertisements flood our world. Celebrities will post their coffee cups, people will show their computer logos: it’s subtle, it’s straightforward, but it becomes a game of guessing and clues because even as simple as we may seem at times, our brain still tries to make logical connections and find patterns, because that’s how we’ve been taught and how we go through life.

Confused in the right ways

For some time already, there’s been a trend to use confusion in advertising. Confusion may attract people, it makes the brain focus more to understand the message, and holds the attention longer than a straightforward logo, giving you enough time to look deeper and make more neuron connections regarding what is being advertised.

When it comes to the Quebéc Magic Film Festival video, the hidden message coming out of the black top hat is a great way to get attention and has the bonus of the looker having to take the photo. In our current times, when you take a photo it is often – or dare I say always – posted on some sort of social media, giving a classic word-of-mouth touch to it, as it will be the people themselves who start sharing the product or event, something each campaign strives to achieve by the end of the day. But before we go on about the plus side of the Quebéc Magic Film Festival campaign, which is great, a big question arises.

Is the poster attractive enough?

How often do you look at posters? The Quebéc Magic Film Festival campaign is still classical marketing flirting with word-of-mouth online, so how effective actually is it? Also, the poster itself is not very striking to the general public, which of course can be arguable as from a designer’s perspective it is very appealing and to the point. But then, which audience are we trying to reach out to?

Delivering the magic to the right people

The benefits and at the same time problems of the Quebéc Magic Film Festival poster is that it is still something a person in the same circle of interests would notice, so it falls under the classic question: do you want to advertise for everyone, or for an exclusive but more engaged niche? If you do something far more appealing to the general public, you will end up getting people who possibly won’t be interested at all in an event like the Quebéc Magic Film Festival and frankly will be mislead. But if the product is for a specific niche, then the advertisement should be so too.

Overall, it is an effective and creative campaigned, well-aimed towards a specific circle of people interested in the artistic sphere.

Agency: lg2

APA Insurance Makes Our Worst Travel Fears A Reality #BaggageDrama

There are so many ways a trip can go wrong, and APA Insurance decided to prank a couple unsuspecting travelers at the baggage claim at the Jomo Kenyatta International Airport.

Everyone hates checking their bags as usually it comes with a nice baggage fee and there is always the chance that your baggage could be damaged in the process. Knowing this is a major fear for many travelers, APA Insurance decided to play a little prank. They loaded several damaged baggage onto the carousel and watched as travelers looked in horror at bags that have been busted open and mistreated.

SEE ALSO: Kulula Airlines Announces Better Online Check-in In Unique Way

It was all fun and games when one bag came down with a little message promoting the insurance company. Don’t worry, no actually passenger bags were damaged.

Coca-Cola Creates a Logo You Can Skate on

Ride the Coca-Cola logo

Big brands: they tend to follow usual structures which don’t differ them much from other brands, with the music and guessing on what actual brand might it be. They all follow the classic mystery line, where you have no idea what’s going on and then the world is revolutionized by either their product or their way to market it. Whether it’s Coca-Cola or a car ad, they all look the same. It’s pretty common sense that if it sells you are doing right, and just like you are told to find the right marketing strategy and follow it, Coca-Cola seems to have found theirs which they do successfully. It seems a bit boring and predictable, but it works, doesn’t it? So if it works and sales rise, then all is well and well, sometimes advertising doesn’t have to be innovative and at the same time big brands such as Coca-Cola have the privilege of whatever uncreative marketing tool they use, it’s still a good ad, it will bring in the flow. It depends on how much will the flow of customers be, but the point stands, when a big brand announces something or shows their logo anywhere they are much much more likely to be recognized and this becomes a usual human reaction. Just like you react more excitedly to a call by a person you know and will be more likely to think of them during the day, the same happens to Coca-Cola. You see their ad, you’ll think of buying Coca-Cola rather than an unfamiliar product.

SEE ALSO: Coca-Cola Creates The Ultimate Freshman Student Icebreaker

Sports and the need to refresh

When it comes to the actual skating ramp shown, there’s a whole theme going on with soft drinks and sports. You get thirsty after a work out, so it’s pretty much the classic, ‘I’m driving to town, I’ll use that in a car ad’ sort of thing. The ramp itself is more classic than ever, yet still crafty as you’ll be recalling that you were actually skating or riding your bike through the Coca-Cola logo. Also, this ad scores extra points as it addresses the teenager /skating/bike-riding niche, which are more likely to be thirsty and buy a soft drink on the street to quickly hydrate and continue with their activities.

Pay attention next time you go past a skate park, there’s always people watching others do tricks, so it becomes an ad forced upon this group too since they’re constantly observing, but it becomes of use, as it is the actual ramp.

Know the brand, trust the brand

By watching the logo people just get reminded of Coca-Cola. The more you see an image, the more trust you give it and the more likely you will be to buy the product associated with it, as it seems to have developed some friendly bond with your mind. Moderation is important, otherwise you can commit the opposite: the ads keep repeating itself to exhaustion and might cause a negative negative response. Viewers have seen it far too many times (like Messi and Lays crisps which have been in partnership for years and years) which causes another reaction, it makes them think that the brands are getting lazy with creativity, so it’s always important to spice it up before hitting that point. Remember 10 years ago how Pepsi would take a lot of different celebrities and always stir it up? In short, that.

Here, Coca-Cola isn’t clinging onto one sole image, the structure of the ad may be the same, but the advertising techniques are always different and more than often hit the unique characteristic.

Coca-Cola Creates a Logo You Can Skate on 1 Coca-Cola Creates a Logo You Can Skate on 3 Coca-Cola Creates a Logo You Can Skate on 4


Advertising Agency: WMcCann, Brazil
Chief Creative Officer: Washington Olivetto
Creative VP: Guime Davidson
Creative Director: Carlos Ia Murad
Creatives: Adriano Nuevo, Victor Martins, Felipe Racca
Planning: Hui Jin Park, Roberto Vianello, Igor Santos
Account Service: Marcio Borges, Juliana Senna, Bruna Paraizo, Gustavo Tupinambá
Media planning: Carla Dart, Elton Baesso, Paloma Cordeiro, Ione Ribeiro, Maria Luiza Kruel
VP of Production: Marcelo Hack
RTVC: Regina Knapp, Viviane Dias, Natalia Soares
Production company: Hardcuore
Film Directors: Rafael Cazes, Breno Pineschi
Production Director: Jazmin Castillo
Photography Director: Breno Cunha, Guilherme Sussekind
Post Production: Hebert Marmo
Sound Production: Diogo Strauz
Interpreters: Ledjane Motta, Maria Pia Saboia
Author: Diogo Strausz
Project Director: Karina Rios
Project Manager: Luana Carvalho
Released: December 2014