With fear surrounding the harmful effects of sun, campaigns like the Columbia Omni-Shade ad jointly feed those concerns and also offer a solution.
Designed by Prolam Y&R of Chile, this print playfully places a stalking tree behind a desert hiker, acting like a constant protector against skin damage. Promoting a range of garments that block UVA and UVB rays from reaching the skin, the animated Columbia Omni-Shade ad succeeds to cleverly communicate its product.
Trailing Tree Advertising
The Columbia Omni-Shade Ad Promotes Constant Shelter From Rays
Trend Themes
1. Sun Protection Fashion - Disruptive innovation opportunity: Develop revolutionary clothing designs that provide comprehensive protection against UVA and UVB rays.
2. Fear-based Advertising - Disruptive innovation opportunity: Create compelling campaigns that address consumers' fears and provide solutions to alleviate those concerns.
3. Playful Print Ads - Disruptive innovation opportunity: Explore creative ways to visually communicate product benefits and engage consumers through interactive print advertising.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Integrate sun protection technology into everyday clothing to offer consumers stylish and practical solutions.
2. Advertising - Disruptive innovation opportunity: Combine fear-based messaging with creative visuals to capture consumer attention and promote products effectively.
3. Print Media - Disruptive innovation opportunity: Embrace digital interactive elements in print ads to enhance consumer experience and increase brand engagement.