Pros:
- This ad really brings across the idea of big dreams. The girl on the bed is sleeping which is associated with dreams. And having what she is dreaming of on the bed sheet helps us to see what her dreams are.
- A lot of thought has been put into the way things are arranged in the girl's bedroom. Having medical related things not only fits with the theme but also shows what her aspirations are. If you wish to be a doctor, odds are that you'll have medical books, a doctor doll etc. in your room. The style of the room has been contextualised to what you would expect a typical Singaporean home to look like.
- Having the girl's walker and leg braces included at the edge of the picture is a natural addition and also helps us to understand what her disabilities are as it is otherwise covered by the "dream" on the bed sheet.
- Adding more information about the campaign with the charity elephant toy and EZ-Link scanner device at the bottom right is clever as it looks like a natural addition.
Cons:
- The copywriting is sufficient but I think it would be better if it somehow linked with the idea of tapping your EZ-Link card. For example, "Enable big dreams with one tap" might have better drawn people's attention to the unique method of this campaign.
Overall:
I first saw this ad when I walked past at the train station and it caught my eye immediately. I knew I had to ad it to my list of ads on this blog (which is for this school assignment) and so I took down some notes and searched for it online when I got home. And then, I read this and realised that this is a first-of-it's-kind ad! Yes, I didn't see that when I walked past the larger than life ad. Like it says in the bottom right corner, you can tap your EZ-Link card to donate $1. Now, I want to go back just to tap my card. So cool!
Picture Credit: http://limelight.ddb.com/?p=4344
........................................................
Because Context is Important:
Find out why I'm doing this advertisement analysis series - Click Here
See the good ads prior to this - 1/15-Santa Casa, 2/15-Tabasco, 3/15-Kekemelodi, 4/15-Amnesty International, 5/15-Project Lembrar, 6/15-AIMI Flowers
No comments:
Post a Comment