Evaporative cooling 2

Product: Evaporative cooling/coolers. Like air conditioning apart from it works differently. They use a tiny fraction of the electricity that air conditioners do, so low CO2 emissions.

Strategy: Evaporative cooling is the environmentally friendly cooling option.

I'm really struggling with electricity. Everything I think of connected with it seems silly, boring, or clichéd. But that's definitely evaporative cooling's best point so is the point that should be made I reckon: that it hardly consumes any. Using the benefit of that benefit (that is it's environmentally friendly because it doesn't use much electricity) isn't so good I don't think. Why or how it's environmentally friendly needs showing... So there's no getting away from electricity.

Any thoughts etc. much appreciated.

Evaporative cooling 2

13 comments

weighter's picture
weighter
744 pencils

pardon the pun but that idea is way too linear.

Keep them coming you'll get there.

cba's picture
cba
117 pencils

Thanks.

> that idea is way too linear

I know but at least it isn't cringe material which pretty much all the other things I've thought of to illustrate small electricity consumption are. :/

So far as abstracting goes, do you think there's any value in this kind of thing?: Say for example the basic thought is "hardly uses any" -- applying that to non-electricity situations. There's something that tells me not to do things like that because it removes it from the situation -- gets away from the issue which is the opposite of what you want to do. But focussing in on electricity feels dead-endey at the moment. I guess I probably should just do things like that, even just for the hell of it, even if they come out super crap, just to get some movement going.

weighter's picture
weighter
744 pencils

just keep in mind that youre making the ad for me and not your client. Unless im actively researching the best AC on the market, a tangible approach isnt the strongest one most of the time unless theres a strategy behind it.

drunk dave's picture
drunk dave
1066 pencils

You don't have to show electricty. Hyperbolise the idea with, just an example, people eating these tiny meals (small steak, tiny potatoes etc) - get the same amount of energy 'cos they're loaded with protein... just an example. Obviously the further away you go from the product the more you have to make sure your copy line gets you back to the sell. And when there's a pack shot of an air-conditioner in the corner of the ad it helps complete the story.

cba's picture
cba
117 pencils

Right, OK -- thanks.

AdDavid's picture
AdDavid
406 pencils

btw, VW (or some car brand) did the same kinda thought with bear, sea lion, etc. eating from small amounts in small cutlery if i remember, for less fuel consumption. u have an amazing product, n i think there r amazing possibilities.

adabortion's picture
adabortion
615 pencils

Tho the point that you should probably go as far away as you can to make your point is very valid, that doesn't mean you can't be extremely close as well. Sometimes the idea is right under your nose and you just can't figure out how to pick it. Like for example, speaking of electricity you can go really close to it by showing those sources of power now reduced to a miniature. The Hoover Dam, Niagra Falls, blah blah blah. Just a thought. It's kind of the reverse of the Tide cold wash idea. Remember they blew everything up out of proportion? And it worked.

cba's picture
cba
117 pencils

> that doesn't mean you can't be extremely close as well. Sometimes the idea is right under your
> nose and you just can't figure out how to pick it.

Right. Something extremely close seems preferable for this to me for some reason... but who knows. It'll probably turn out a great idea for it involves something far away from electricity.

Yes that power source size idea might be good. Thanks.

One very real small power source is those small wind mills/generators that are on poles. One idea with those in it (using the actual, correct ratio): http://i18.tinypic.com/2n7gr9t.jpg

cba's picture
cba
117 pencils

Anyone have any comments on this?: http://i18.tinypic.com/2n7gr9t.jpg . I know it's a crap drawing but it gets the idea across I think -- they're micro wind turbines/generators.

I'm thinking it could be taken a bit further possibly by the buildings being particular types of buildings that have particular uses of some sort -- not sure what yet though.

weighter's picture
weighter
744 pencils

Youre taking an abstract sttempt and rationalizing it into a linear thought.

heres an example of non rational illustration of an idea...
http://adsoftheworld.com/media/print/energyvores_be_fridge

another:
http://adsoftheworld.com/media/print/siemens_xxl_fridge

cba's picture
cba
117 pencils

I'm trying to demonstrate the fact that EC uses a small amount of electricity, while keeping the environment issue visible/apparent to the viewer. I know it's a bit lacking in creative leaps but it is not leaving the strongest selling point the product has invisible and untold (at least I don't think it is). It could just do with being told better.

Thanks.

drunk dave's picture
drunk dave
1066 pencils

Give up guys, he's not gonna change the way he's been taught to construct an ad.

AdDavid's picture
AdDavid
406 pencils

cba, r u from, client servicing?

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