Creative advertising: what it is, how to do it and main awards

Developing creative advertising doesn't happen overnight, but it's not always very complicated.

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Most of the big names in advertising, as well as many of the finalists for major awards, innovated by using simple, everyday elements to their advantage.

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What makes advertising creative is much more the way in which many of these elements are used.

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A well-used meme, a street sign that becomes “something else”, the reinterpretation of a work of art, the breaking of paradigms and stereotypes…

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Most of the greatest creations in the field have very intelligently appropriated this type of “idea”.

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Let's learn more about this way of winning over and attracting a qualified audience?

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What is creative advertising?

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All advertising must have a touch of creativity, especially with the extremely high level of competitiveness in the market, which grows every day.

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However, the concept of “creative advertising” emerged to specifically characterize the type of media that breaks standards, shocks, goes viral and piques people’s curiosity.

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To better understand what we are talking about, you can see some examples of this type of advertising here.

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In general, this type of advertising is much more effective for brands that are looking to publicize their name, gain market share, differentiate themselves from the competition or establish a new product for the public.

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It is necessary to generate impact through innovation, but at the same time create identification and strengthen ties with people.

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How to make creative advertising

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Well, as the name suggests, creativity is the limit. But by observing ideas from big agencies and advertisers, it is possible to understand the path followed by successful advertisements.

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Some points should be highlighted and, by following this “formula”, it is possible to develop excellent ideas.

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• Make an impact: advertising must shock, excite, attract attention, and have an impact in some way. The goal is to draw as much attention as possible to the brand.
• Convey your values: however, be careful with the message you convey. The goal is to convey exactly your values ​​and reach exactly the type of customer who will consume your product.
• Know your audience: To use the right language and send a message that will grab attention, it is essential to know your audience very well.

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Main awards

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• Cannes Advertising Festival: the largest in the world and has been held annually since 1953. It has a jury made up of advertising professionals from all over the world and includes several awards at the event, such as the Grand Prix, Golden Lion, Silver Lion and Bronze Lion. The festival awards the best advertising campaigns in the world in several categories.
• Clio Awards: Held in Miami since 1959, it is one of the most respected in the world. The aim is to recognize work of “excellence in advertising” worldwide.
• New York Festival: in addition to films and other artistic creations, as in the previous ones, the Festival distributes awards for major advertising productions.

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