The Hopi Hari ad campaign focuses on a handful of roller coaster bravery acts. It reads, "If you are brave enough to ride the Montezium Roller Coaster, you are brave enough to do anything. This is literally illustrated through a set of posters that show people finishing up their ride only to blurt something that's been on their mind for a long time to loved ones. For instance, one man states to his father, 'Dad, I'm gay,' while a woman tells her boyfriend, 'To be honest, it's pretty small.'
Conceived and executed by the Young & Rubicam ad agency based in São Paulo, Brazil, the roller coaster bravery acts might seem a bit diminished by what is being promoted, yet overall the message is a powerful one.
Key Themes Behind This Trend
- Bravery Reinforcement
- Highlighting a courageous act can inspire confidence and boldness.
- Confrontational Advertising
- Using confrontational language or imagery to create an emotional resonance with the target audience.
- Subtle Messaging
- Using clever or subtle messaging can be effective for generating shock and interest.
Where This Applies
- Theme Parks
- Developing creative campaigns to foster experiences that transcend the park itself.
- Advertising & Marketing
- Leveraging emotional marketing approach across various channels and mediums to provoke desired action.
- Entertainment
- Creating engaging stories and experiences to generate lasting impressions for audiences.
