Co. Vid.
Better apart, better together.
Concept: Zachary Van Der Ven
Copy: Zachary Van Der Ven / Nicole Tan
Editor: Nicole Tan
Music Licensed: Musicbed | Reborn by Shawn Williams
A month ago, I noticed that companies/corporations were putting out advertisements centred around the subject of COVID-19, and their voices were in unison. This went against the supposed definition of what advertising meant for a company and made me wonder that perhaps some good came out of something so devastating. That at the end of the day, we are indeed stronger together. This is just our expression of discovering the silver lining, and that perhaps humanity was meant to be together... I don’t know, but it feels better— more right.
DRAFT 1
Feedback:
- Our voice was like a whisper in the abundance of advertisements.
- Type treatment needed work
- Too many messages.
1. competition/collaboration: advertisements then and now
2. better apart, better together (community wise)
3. a virus that affects all of us, but instead unites us and saves us
- The time for the video might be too long
- There isn't a tension or comparison
- "Save us" might be too inappropriate
- Not much inclusion in ethnicity
Font
We decided to go for the thicker one as we needed our voice to be bolder than the rest.
Type Treatment
Figured that a justified left would be distinctive in comparison to the usual advertisements where their copy would be centred.
Colour
Stuck with red as it was more striking and didn't feel too corporate as compared to blue.
Message
The main inspiration for this video was through an COVID-19 advertisement from UBER which was created by Wieden + Kennedy where they ended with a copy that said:
This inspired me tremendously because it went against all the rules of advertising where advertisements are "supposed" to promote a brand/company/cause. So since I went back to the actual inspiration for the video, I focused more on the corporation/company impact rather than the community impact.
Added advertisements that showed obvious competition for a bit of tension and context.
Final
Companies/Corporations Used (According to Appearance):
Popeyes
Samsung
Burger King
Miller Lite
Audi USA
Budweiser
Apple
Honda
Dove
Volkswagen Motorsport
Durex
Google
Spotify
Domino's Pizza
Nike
Wunder
McDonald's
Rolling Stone
Ad Council
Facebook
Women's Aid
Doner
Barilla
Jack Daniel's
Australia.com
Uber
IKEA
Convicts
Freedom from Torture
Guinness
Ford Motor Company
BBC
Vodafone UK
GSD&M
