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cool product
Yeah the product is cool, but does the ad work? This is just a first idea, but if you like it i'll' elaborate it more (hence the photoshoping that needs perfectioning).
so please everyone, I need more comments.
Speaking to creatives, this might work. But most people don't know the life of an art school student and mounting- so the connection to a cannes lion isn't going to hit most people.
Cool idea though.
Well the point is actually to sell it to creatives because they are the primary target (not only students but also professionals).
The ad is to pursuade them not to go to a cheaper competitor.
3M has always been the leader in the market, and the idea of the print is that the cannes or epica winners (probably) used 3M (to mount the projects and present them).
Ad for advertising people only?
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http://alvinpck.deviantart.com/gallery/
Isn't that about every ad you find in CA?
Come to think of it, you are right.
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http://alvinpck.deviantart.com/gallery/
yes advertising for ad people. Does it work?
if ur target audience r into advertising then, it works.
......Next is what?!......
I don't know what epica is and I doubt your average home depot shopper knows what a cannes lion is. you haven't thought about who your target audience is, you made an ad targeting yourself.
don't know what Epica is? shame on you :-)
http://www.epica-awards.com/
Thanks for your comment, but as stated above this is an ad for advertising agencies. (that is where you use spray glue, to mount projects that you present to the custommmer). I sincerely believe that most ad agencies have heard of Cannes and Epica.
3M sells mainly to ad agencies and art students (because your average home depot shopper doesn't need spray glue). This ad would run in art and AD magazines.
>3M sells mainly to ad agencies and art students
prove that statement.
ad agencies are a miniscule part of the economy. focussing on them is like targeting lesbian albino hells angels. 3M on the other hand is one of the NYSE's largest mass-market producers - they have a market cap of 50 billion.
http://finance.google.com/finance?q=3m
I maintain you are shooting yourself in the foot by not targeting the general public or at least a larger chunk. the job of your portfolio is not to demonstrate that you can talk to yourself but that you can speak well to others -- people unlike you.
3M SPRAY MOUNT is primarely targeted for creatives. off course 3M is for the mass market, but this specific product(the 3M SPRAY MOUNT)is for professionnal use mostly.
Have you ever used one of these ? you get glue all over the place unless you have a mounting box (which most houses don't have, but most agencies do) Therefore regular glue is for normal households and spraymount is for professionnals.
Now, what is wrong with doing an ad for ad people knowing that they are the main users of spray glue ?
And sorry I don't have the courage to find you the exact number of boxes of spraymount agencies buy throughout the world. All I know is that these are sold by millions to ad agencies and that they could sell more if they didn't have compettion from other spray mounts such as "style up " for exemple.
But you're a professionnal, so you should already know this.
I have used more spray mount than I care to admit but I will again raise two major flaws in your strategy. first, spray mount is not primarily targeted at advertising people. we are a fringe group. every other creative professional uses it as well. how many product or transportation designers do you think know what a lion is?
secondly, and I do think this is the end to your nice idea, creatives do not purchase material in agencies. if you wanted to target agencies, you'd have to target the mail room or studio department heads. creatives don't even always mount themselves. at most larger agencies that's the job of dedicated production people or interns.
>what is wrong with doing an ad for ad people knowing that they are the main users of spray glue ?
nothing, if that were the case. wrong is SPECULATING without doing proper research. you are suggesting to a creative director that you are shooting from the hip. heads would roll were this presented in a client meeting and the client responded this wasn't a target worth investing $150,000 in and their market was broader. perhaps it's not your head but it sure might be that of your boss because that person should have caught it. you suggest with such a tight strategy that you need to be kept on a tight leash. that's extra work.
again: millions, agencies, creatives - all this suggest you haven't done a SECOND of research. you are SPECULATING. you WANT to believe you are right but you don't know it. prove your point, don't just claim it.
I'm telling you this strategy doesn't work. feel free to keep it in your book. we all know letting go is difficult, especially when we have spent enough time with ads that we've come to love them as babies.
but it's part of the job.
I must ad however, that I think spray glue is prohibited in the US (can somebody confirm this?) and therefore this is an european campaign only.
no, it's used all over the place. we call it spray mount.
I m not sure about this one. but maybe just my taste. but I don't really like it. I just don't get how the spray can get me some cannes... but eyecatching idea nevertheless.
Thanks for your honest opinion and comment picktokyo, it's basically stating that you should use the best professionnel tools if you want to achieve success.
Sniff spray mount to help inspire Gold Lion winning ideas?
I think I'll choose the generic brand.
I don't get them at all.
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