Forbes Brazil came out with a campaign to address pay inequality between men and women and it is brilliant. They used Photoshop to put the faces of three famous billionaires on women’s bodies, did the calculations to see what their net worth would be were they a women, and the placed them back into the list of top billionaires with their new net worth.
The first one is Bill Gates, now Billie. His net worth puts him on the top of the list. But when he becomes a she, the net worth drops 21% and puts her as number 4 on the list instead.
Mark Zuckerberg drops from number 5 to number 11.
And Carlos Slim drops from number 6 to number 10.
I think this campaign is brilliant and needs to get much more attention. As a woman, I most definitely want to be paid the same as a man in my same position with my same qualifications.
Comedy is a heavily used tool in advertising. One form that it can take is parody, which is taking something created by another company and making fun of it.
One example of this that I particularly enjoy is the campaign done by Lens & Shutter called “Shot on a phone,” which parody’s the ongoing campaign by Apple, “Shot on iPhone.” Here are some examples of the Lens & Shutter campaign.
I think this was a very fun approach to selling actual cameras over relying on your phone to document everything.
Got your attention, right?
Well that’s exactly what The Irish Cancer Society intended with that slogan. The subhead says “before it gets you,” so it’s kind of an ah-ha moment after a shocking and pretty unbelievable statement.
As you can see, it’s a pretty eye catching advertisement. I think this is a very smart thing to do for a campaign that most people, when they see the words “society” or “cancer” might just pass by it completely and not even know what was being advertised.
Using strong copy is incredibly important in advertising. It creates a verbal-visual synergy that, whether we like it or not, people notice. As a new graphic designer, I know I need to work on my verbal skills, because it can be used greatly to your advantage when used well, and it can be very destructive if used incorrectly.
So take this as a good example, and get out there and create something amazing.