In an effort to promote the Tobias Music Festival, a print campaign called 'Children's Voice' has been released. The advertisements feature two scenes where crying children are transformed into singing sensations. Immediately below the children is the tagline "Tobias Music Festival. Our children’s voice used in the right way."
In the first scene, children are crying and throwing tantrums. Immediately beside the scene, the same drawing is repeated but with a spotlight and microphone by the children. The addition of stage accouterments immediately transforms the misbehaving children into performers instead of brats.
Developed by Brazilian ad agency Alucine Propaganda, the humorous ads effectively make an emotional connection with its target audience. As the Tobias Music Festival is run by a high school, the campaign targets parents.
Tantrum-Reversing Campaigns
The 'Children's Voice' Campaign Transforms Tantrums into Performances
Trend Themes
1. Transformational Advertising - The ads use a transformational approach to connect with the audience, suggesting potential for disruptive innovations in advertising techniques.
2. Child Empowerment - The campaign promotes empowerment of children, presenting opportunities for developing innovative strategies around child education and entertainment.
3. Creative Approaches to Discipline - The ad campaign suggests a creative approach to discipline, implying the potential for innovative discipline techniques in parenting and education.
Industry Implications
1. Education - The campaign targets parents and high school students, offering opportunities for innovation in education marketing and curriculum development.
2. Entertainment - The campaign promotes the use of children's voice and performance, presenting opportunities for innovation in children's entertainment.
3. Advertising and Marketing - The campaign offers a creative approach in advertising and marketing, indicating potential for disruptive innovation in advertising techniques and strategies.