less is more...than ever before
In advertising less is more...simplicity rules...The difference between art and advertising is that, in art, the tendancy over the centuries was to simplify and bring the message down to essentials, but it's a more intimate simplification, it's an insight into one particular artist's thoughts and feelings. An introspection.
In advertising the simplification comes out of the study of basic needs, feelings and thoughts of large groups of people. The message captures the essance of an individual as part of a group.
Art brings out that part of a person that makes him unique and special, it sets him aside from everyone else as he has something different to say.
Advertising brings out exactly the part of a person that is similar to that of his target group, it makes his similar to everyone else through human needs and desires and and it does this by saying it differently. Essance of universal truth as opposed to that of individual truth...um getting a bit too heavy on you?...sorry!
...all this was brought on by this series of WWF prints. These guys have fantastic advertising all over the world...These prints from CC&E Advertising, China prove my point. The thing with social campaigns is that not only do they have to find that essencial core of a human being that makes him react to a certain message the same way as others, but they have to make him take action...and that is a veru difficult task in these "comfortable stages" of man's evolution. Simple, to the point and fully respecting the brands arhitecture this is what WWF had to say ...More animals need to be protected
The panda bear in WWF's logo is an endangered species, but any animal could take the place of the panda bear...and WWF is willing to "sacrifice" its logo to get this message through. You might think this is easy...and trivial...but, trust me, it takes a lot of thought and consideration to come up with the simplest of ideas.