This series of public service ads for Coraid, People in Need, features individuals affected by famine and are brilliant on so many different levels. They are not using starving people to advertise luxuries, but that is exactly the point. At first, you imagine the ad as a really shocking way to advertise luxuries such as a handbag, sunglasses or beer. Then the social message of worldwide famine really does hit home.
The ad was done by advertising agency Saatchi & Saatchi in The Netherlands and photographed by Calle Stolze. The two women advertise sunglasses and a handbag and the men are photographed with beer and aftershave.
Key Themes Behind This Trend
- Ethical Advertising
- Implementing ethical advertising practices by promoting social messages alongside luxury products.
- Social Impact Marketing
- Utilizing advertising campaigns to raise awareness about global issues and make a positive social impact.
- Conscious Consumerism
- Encouraging consumers to make purchasing decisions that align with their values and support social causes.
Where This Applies
- Fashion and Accessories
- Identifying disruptive innovation opportunities in the fashion and accessories industry to promote ethical advertising.
- Alcohol and Beverages
- Exploring disruptive innovation opportunities in the alcohol and beverages industry to combine social messaging with product promotion.
- Cosmetics and Personal Care
- Seeking disruptive innovation opportunities in the cosmetics and personal care industry to incorporate social impact marketing in advertising campaigns.
