The BIC Bond Campaign Shows That Whatever Breaks Up is Fixable
Meghan Young — June 13, 2012 — Marketing
References: facebook & ibelieveinadv
The BIC Bond campaign adorably personifies everyday objects. Instead of following in Ikea's well-trodden footsteps, this ad campaign doesn't focus on the sad state of thrown out products but focuses on fixing broken ones. Likening the shattering of a button and teapot to a separated human couple, the BIC Bond campaign shows that "whatever life breaks up, Bic Bond fixes."
Conceived and executed by BorghiErh / Lowe, a talented ad agency based in Sao Paulo, Brazil, the BIC Bond campaign may seem impossibly surreal, but people will get a kick out of the imaginative images. Art directed and illustrated by Roberto Ulhoa with creative direction by Fernando Nobre, the campaign was captured by photographer Denis Sitta and copywritten by Ricardo Scarpa.
Conceived and executed by BorghiErh / Lowe, a talented ad agency based in Sao Paulo, Brazil, the BIC Bond campaign may seem impossibly surreal, but people will get a kick out of the imaginative images. Art directed and illustrated by Roberto Ulhoa with creative direction by Fernando Nobre, the campaign was captured by photographer Denis Sitta and copywritten by Ricardo Scarpa.
Trend Themes
1. Object Personification - Brands can capitalize on object personification trend by showcasing relatable narratives and behaviors of everyday products in advertising campaigns.
2. Sustainability Messaging - Incorporating a sustainable messaging in advertising campaigns regarding existing products or eco-friendly processes may help brands connect with conscientious consumers.
3. Emotional Repairing - Advertising campaigns that offer the message of fixing broken objects romantically through repair services can target the sentimental and nostalgic consumer demographics.
Industry Implications
1. Advertising - Advertising industries can be innovative by incorporating creative and imaginative storytelling featuring everyday objects with relatable behaviors.
2. Consumer Products - Consumer product companies can explore eco-friendly processes and sustainability messaging in their advertising campaigns to appeal to health-conscious and environmental-friendly consumers.
3. Handyman Service - Handyman service providers can target the emotional and sentimental consumer demographics by offering repair services through storytelling and romanticized messaging.
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