# Special Moment Ads The Master Lock Campaign Urges “Use a Number You’ll Never Forget By Meghan Young | Published 2012-05-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/master-lock-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/05/master-lock-wedding-birthday-vintage-car/) The Master Lock campaign urges people to "use a number you'll remember." The combination lock is so heavy duty that it will be very hard to access if a person happened to forget those important numbers. The ad campaign illustrates this suggestion through images of [special moments](https://www.trendhunter.com/trends/wonderbly-everyones-got-favourites), which range from a person's wedding date to another's birthday. Conceived and executed by FoxP2, an ad agency based in Cape Town, South Africa, the Master Lock campaign is minimalist and clever. The images used for each [print ad](https://www.trendhunter.com/trends/legitimate-you) has been sectioned off to represent the four numbers required to open the combination lock. The Master Lock campaign was art directed by Michael Lees-Rolfe with creative direction by Justin Gomes and Andrew Whitehouse. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 71% | Activity: 29% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Minimalist Advertising:** The Master Lock campaign demonstrates the effectiveness of minimalist advertising in capturing attention. - **Emotional Branding:** The use of special moments in the ad campaign highlights the power of emotional branding in connecting with consumers. - **Security Enhancements:** The focus on creating heavy-duty combination locks presents opportunities for innovating and improving security enhancements. ### Sectors Adopting This - **Advertising:** The Master Lock campaign showcases innovative approaches to advertising that can be adopted by creative agencies. - **Consumer Goods:** The emphasis on security and memorable numbers opens up opportunities for product advancements in the consumer goods industry. - **Security:** The campaign highlights the need for disruptive innovations in the security industry to provide better protection to consumers. ## Related on Trend Hunter - [Secure Firearm Campagins](https://www.trendhunter.com/trends/safe-stories.md) - [Feel-Good Ad Campaigns](https://www.trendhunter.com/trends/make-life-brighter.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Boxing-Inspired Measuring Tools Campaigns](https://www.trendhunter.com/trends/bosch-power-toolsboschpowertoolshaspremieredanewmarketingcampaigntitled.md) - [Romantic Beer Campaigns](https://www.trendhunter.com/trends/lockdown-love-story.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Vibrant Cafeteria-Inspired Campaigns](https://www.trendhunter.com/trends/the-lunchables-effect.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md) - [Festive Advent Campaigns](https://www.trendhunter.com/trends/advent-campaign.md)