Jun
2009
22
advertising that moves you
It’s the challenge constantly presented to most digital marketing teams – how do we create an effective online campaign that not only looks good but engages users and promotes our key messages powerfully?
It goes without saying that a great creative idea and effective messaging is key but good agencies are always looking to develop a new hook and improve on the basics. The latest digital and TV advertising techniques to capture our attention are those that employ the use of motion graphics that focus the viewer’s attention on key aspects of a creative execution, limiting distraction. Through the use of innovative visual effects, it is possible to effectively control the eye of the viewer and force them to engage with isolated aspects of an advert. This technique is demonstrated particularly well in Inlingua’s advertising of their Business English programme. The combination of 3-D modelling and subjective camera shots portrays a genuine sense of movement and action whilst the breaks in the motion determine the points that their audience will be allowed to concentrate on.
Although debate surrounding the recent TV advert for Google Chrome continues as to whether or not it actually tells the viewer enough about the product, what it does and where to get it, there’s no denying that the ‘stop motion’ technique used within the advert effectively engages the eye of the audience and holds their interest in the story. Almost every second of the advert obliges viewers to engage with the Google Chrome logo, a fact recognised by eyetracking specialists Think Eyetracking who have branded the advert the best they’ve ever tested.
Another interesting animation technique to have grown within the world of digital advertising in recent times is the use of kinetic typography. Kinetic typography, a technique using motion and text to express a theme or message, has been used to display movie title sequences for over 50 years (think the opening credits of Spielberg’s Catch Me if You Can) but this has advanced across the digital realm due to the advancement of Flash and After Effects software. Vimeo have some great modern examples of the theory in practice by various digital designers.
At LEWIS, we’re always on the lookout for pieces of work that inspire us to push boundaries for our clients’ projects. The selection above has certainly whetted our appetites and will encourage us to explore these techniques future projects. Keep your eyes peeled!
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