To illustrate that "Some things get better with time", wine brand A Bela Sintra released this campaign that compares things over a longer period of time. The print ads consist of two light hearted prints and two war-related ads.
We have an ugly baby peacock in January before he becomes a breathtaking beauty come July, and a comparison between Saint Tropez in 1950 (with a picture of a woman in a swimming suit that covers most her body) and 2007 with a topless shot. Then we have more serious ads with one showing a picture of Adolf Hitler in 1939 and another blank one in 1946 indicating his death. The last one is a mushroom shaped nuclear explosion in 1945 compared to a tasty looking mushroom vegetable in 2007.
The campaign was created by Giovanni + DraftFcb ad agency in São Paulo, Brazil with creative directors Adilson Xavier, Ricardo John and Sidney Araújo, and art director / Copywriter Sidney Araújo.
What Makes This Trend Stand Out
- Long-term Transformations
- The campaign highlights the positive changes that occur over time, creating opportunities for brands to explore and celebrate long-term transformations in their marketing efforts.
- Contrasting Visuals
- The use of contrasting visuals in the campaign prompts brands to consider incorporating visual storytelling techniques to capture the audience's attention and convey compelling narratives.
- Historical Reflections
- The historical comparisons showcased in the campaign inspire brands to leverage historical references to evoke nostalgia, foster connections with the past, and craft engaging narratives.
Sectors Adopting This
- Advertising and Marketing
- The campaign's creative approach presents opportunities for advertising and marketing professionals to experiment with innovative ways of storytelling and visual communication.
- Food and Beverage
- The campaign's juxtaposition of a nuclear explosion in 1945 with a visually appealing mushroom vegetable in 2007 suggests opportunities for the food and beverage industry to explore the themes of transformation and improvement through product visuals.
- Fashion and Beauty
- The comparison of an ugly baby peacock in January evolving into a breathtaking beauty in July offers opportunities for the fashion and beauty industry to embrace the concept of transformative journeys and highlight the positive evolution of their products or services.
