At first, the ATMA Air Conditioners campaign looks like an animal rights ad. It cleverly grabs people's attention with images of seemingly mistreated animals. However, the ad campaign actually illustrates one of the main assets of these air conditioners: they cool down rooms in silence. Hence the duct tape over the mouths of common winter animals such as polar bears and seals.
Conceived and executed by TBWA, an ad agency based in Buenos Aires, Argentina, the ATMA Air Conditioners campaign is quite adorable, once the initial shock of seeing these muzzled animals fades away. It takes a literal stance to a basic statement: "Cold Meets Silence."
Creative directed by Roberto Leston, the ATMA Air Conditioners campaign was photographed by Lucila Blumencweig with digital art by Gabriel Alomar.
The ATMA Air Conditioners Campaign Depicts Cold Meeting Silence
1. Silent Cooling Ads - Advertising air conditioner's silent cooling capability through novel exaggerated visuals.
2. Literal Concept Ads - Using literal interpretations of a product's basic concept to create attention-grabbing ads.
3. Shock Value Ads - Using initially shocking or disturbing visuals to create interest and attention towards a product.
1. Advertising - Innovative advertising campaigns through unique visual concepts.
2. Air Conditioning - Opportunities to depict the advantages of air conditioners through creative advertising.
3. Fashion - Using similar visual effects in clothing campaigns to create intrigue and interest.