When it comes to brand building, there is more to color than meets the eye.
According to Webpagefx's article and infographic, "Psychology of Color: the meaning behind what we see", powerful psychological cues are triggered when we view different colors. Colors evoke emotions, moods and feelings. Nearly 85% of consumers name color as the primary reason that they purchase a particular product. 93% look at visual appearance when they buy a product and color improves comprehension, learning and readability. By analyzing how colors psychologically impact others, you can make branding and advertisement decisions that will allow you to reach your targeted audiences on a whole new level.
Bevil Conway, artist and neuroscientist, believes that certain hues may trigger and serve as channels to understanding the neural properties of emotion, making the science behind color a very powerful - and underdeveloped - craft.
In less than a month, the world of brands will come together for what is the biggest celebration in the industry of advertising. A place where everyone working in the field of communications - from agencies, to media specialists, to marketers - are inspired by a week of nothing but ideas. Or as Marcelo Serpa, Partner and Chief Creative Officer at AlmapBBDO once said: "Cannes is the worst enemy of indifference. It is here where we gather each year to share the only antidote we have for the indifference of consumers overloaded with information - ads, films and campaigns - creativity."
Here's a review of the campaigns that rocked the 2013 Cannes Lions:
Channel 4 - "Meet the Superhumans"
Agency: 4 Creative London | Country: UK
Awards and categories: Grand Prix in Film Craft | Gold in Film
Procter & Gamble - "Proud Sponsor of Moms"
Agency: Wieden + Kennedy, Portland | Country: USA
Awards and categories: Gold in Media | Gold in Titanium and Integrated Content
Intel - "The Beauty Inside"
Agency: Pereira & O'Dell | Country: USA
Awards and categories: Gold in Integrated Content and Cyber (Best Copywriting) | Grand Prix in Branded Content and Entertainment, Cyber and FIlm (Internet Series)
Nike - "Find your Greatness"
Agency: Wieden + Kennedy, Portland | Country: USA
Awards and categories: Titanium in Titanium & Integrated
Google + Hangouts - "Same Sex Marriages"
Agency: Ogilvy | Country: France
Awards and categories: Gold in PR
Dove - "Camera Shy"
Agency: Ogilvy + Mather, London | Country: UK
Awards and categories: Gold in Film
Samsung Life Insurance - "The Bridge of Life"
Agency: Cheil Worldwide | Country: South Korea
Awards and categories: Gold in Promo & Activation (Ambient) | Gold in Promo & Activation (Public Health and Safety) | Titanium in Titanium and Integrated
Leica - "Soul"
Agency: Saatchi & Saatchi | Country: Brazil
Awards and categories: Gold in Film Craft (Cinematography)
Coca-Cola - "Share a Coke"
Agency: Leo Burnett Chicago | Country: USA / India / Pakistan
Awards and categories: Gold in Creative Effectiveness | Creative Marketer of the Year
Getty Images - "Life Cuts"
Agency: AlmapBBDO | Country: Brazil
Awards and categories: Gold in Film Craft (Editing)
Dove - "Sketches"
Agency: Ogilvy Brazil | Country: Brazil
Awards and categories: Gold in Branded Content & Entertainment, Integrated Content, Cyber, Film, Media, PR (Social Media), PR (Integrated Campaign), Promo & Activation, Titanium & Integrated | Grand Prix in Titanium & Integrated
Metro - "Dumb Ways to Die"
Agency: McCann Melbourne | Country: Australia
Awards and categories: Gold in Branded Content & Entertainment (Music), Integrated Content, Cyber (Music Sound & Editing, Video, Viral Advertising, Online Video), Direct (Digital Marketing & Social Media, Public Health & Safety), Film Craft (Music), Film (Viral Film), Media, PR (Social Media), Promo & Activation (Social Media, Public Health & Safety) | Grand Prix in Direct, Film, PR, Radio, Titanium & Integrated
The year 2014 represents one thing for the sports world: the FIFA World Cup. Whether you like or not, it's here, and in less than a few weeks it becomes real in Brazil. How does this worldwide phenomenon affect Brazilian products? How are advertisers supposed to behave and compete with international brands in this very crowded marketplace?
The FIFA World Cup moves extraordinary - as well as dubious - sums of money that range from infrastructure to ad campaigns. "Brazil expects to receive 500,000 foreign tourists and move tens of millions of Brazilians for the host cities." (Source: Ministry of Tourism)
Within this scenario, Brazilian brands are offered a unique opportunity of competing on the same arena with other major international brands. As a country, Brazil should export a comprehensive picture of modern, developed and creative nation. An image that relies heavily on a good performance of its national products, since the brand identity created for the 2014 World Cup had proven to be a colossal failure. A poorly structured logo, foolish typography and a mascot that became a joke, all seemed a random combination of elements without any previous planning.
The branding of the 2014 World Cup consists in a random junction of elements without much planning.
Despite the not-so-great image of Brazilian marketing and branding, national products may still have a chance to change this paradigm. Here are some ideas as to how to make that happen.
1. Brazilian pride
The country's essence and fervor for the World Cup dictates a distinct set of factors within its global marketing: energy, passion and happiness, which are perhaps more important than leadership and quality. National brands should encourage patriotism by creating motivational campaigns that take advantage of their market and extensive consumer knowledge. A Brazilian-to-Brazilian approach and message within campaigns will generate an inherent marketing advantage.
2. Keeping an eye on FIFA Partners
Something that is definitely worth watching out for are the actions executed by the six major international brands involved in the World Cup - Adidas, Coca-Cola, Hyundai, Kia, Emirates, Sony and Visa - who have paid sums as large as £230 million to FIFA for a four-year partnership. These brands will bring a lot of creativity and branding quality and will be present in all matters of the tournament. These advertisers will have access to more than 50% of the world population.
3. Joining in
Brands should improve and promote the consumer experience and become a part of the worldwide event through local and spontaneous activations. Social media (Facebook, Instagram, Twitter, Snapchat, Youtube ...) are ideal platforms for Brazilians and foreigners to share their own experiences and interact with each other.
Brands could also integrate their efforts onto social and mobile platforms, paving the way for a more immediate and tight-knit contact with the audience.
4. Adding value
Brands must find a way to incorporate themselves in the middle of the experience between fans and the sport without being invasive. Through this connection, they should strive to add value and continue a longterm relationship with consumers, not only during 2014, but until the next World Cup in 2018.
The tournament is ready and guaranteed to the public and the consumers; now the question that remains is whether it will get a taste of Brazil's victory.
Pablo Alzugaray, advertising superstar, Cannes Lions winner and CEO of Shackleton, provided a Master Class during this year's Young Lions Academy, organized by the team of Cannes Lions in the Dominican Republic.
According to Alzugaray, when it comes to advertising, we are in the business of asking ourselves: Who do we want to think what? A brief should be the answer to this question. Our job in advertising is to influence and inspire, not just make ads. So how do we get people to think of a brand in a specific way? The answer to that would be to have the brand behave in that way. Just as in life, our reputation is the result of what we do, not of what we say we are. In essence, what we do and what we don't do is the biggest kind of statement in the world of communications that we could think of.
Here are 5 take-aways from his unforgettable master class:
1) Communicate with facts.
Do. Experiment. Integrate facts and real people in your advertising efforts.
Case: "Experimento Comparte" for Acción Contra el Hambre (Video in Spanish)
2) Think of the "what" before the "how"
Define what you need people to think and then focus on how to construct and deliver your message.
Case: "Miravete de la Sierra" for Conect (Video in Spanish)
3) Be relevant
We work in an industry in which relevance is key if we do not wish to go unnoticed.
Case: "Un equipaje inesperado" for Spaniar (Video in Spanish)
4) Language is the message
Language - visual, spoken or physical - is universal.
Case: "No te rindas nunca" for FSC Inserta (Video in Spanish)
5) The risk is not to risk
More things may be accomplished if we dare to risk with our ideas.