More often than not nowadays, digital media is celebrated over print ones, but that is not the case with the AdPrint Festival campaign. Promoting an event revolving around print creations, this ad campaign focuses on the glitches and drawbacks of the digital medium. From low battery life to connection fails, it reads, "Nothing touches like print."
The AdPrint Festival campaign was conceived and executed by the ad agency Grey, based in İstanbul, Turkey. Art directed by Barış Erel with copy writing by Serhat Şahin and Sinem Uslu, the campaign effectively shows why print and paper will not be going anywhere anytime soon. While digital devices allow people more extensive and immersive experiences at times, there is something about print that connects with people even if it can't do half of what digital does.
What's Driving This Trend
- Print Promotion
- Print promotion campaigns that highlight the tangible benefits of print over digital, like the AdPrint Festival campaign, will become more popular
- Digital Criticism
- Digital criticism ad campaigns that highlight the drawbacks of digital media will rise in popularity
- Tactile Marketing
- Tactile marketing campaigns that leverage the unique sensory experience of print media will gain more attention
Who This Affects Most
- Advertising
- Advertising agencies can explore creating campaigns that highlight the benefits of print and tactile marketing
- Printing
- Printing companies can promote their services by showcasing the unique benefits of printed marketing materials over digital
- Marketing
- Marketers can experiment with tactile marketing strategies to create more engaging and memorable experiences for their target audience
