As we all know, UK likes to stand up from the crowd and do
things its way. An illustration of this fact is that the campaign for "The
Rise of the Planet of the Apes" is a very different one, as it is more
similar to an attempt of revolution than to an advertising campaign.
The advertisers have designed some graffiti displaying the
evolution of primates or the transformation of evolution into revolution (which
is actually the slogan of the primates getting rebel in the film).
If the
trailer reveals images of a fictional world that approaches concepts such
as "freedom", "power", "revolution" in
the current context of the United Kingdom, the ads come as a
reflection of reality. The conflicts the English press called
"riots", which were followed by "robberies," were somehow anticipated by
the movie that was about to launch, which led to the
association of this campaign with a guerilla marketing attempt.
The graffitis have
a lot of strengths: they have strong, bold colours, a relevant call to action, they
are large enough not to be overlooked and also a very good implementation that allowed
them to fit perfectly in context. And not only politically speaking.
When asked about the implementation of the concept by
Creative Review, Bruce McClure (Beatwax) made this statement: "In any
revolution, the first signs of the anxiety of the citizens appear as slogans and
graffiti on the streets – the writing is literally on the wall".
Andra Androniciuc
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