Goodvertising Creative Advertising That Cares

by Kolster, Thomas

• ISBN13: 9780500516263
• ISBN10: 050051626X
• Edition: 00
• Format: Hardcover
• Copyright: 2012-10-01
• Publisher: Thames & Hudson

Summary

Can advertising be a force for good? How can a brand use advertising toearn the trust of an audience? Demonstrating a brand's corporate conscienceor making audiences aware of its charitable or philanthropic activities is oneof the great creative challenges an advertising agency can be given.Here is a collection of outstanding and effective campaigns that communicatethe socially responsible nature of leading brands, products, and publicorganizations today. Deftly organized into ten chapters-Transparency,Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness,Generosity, Insight, and Full Commitment-it both inspires through greatwork and explains the principles involved.Over ninety campaigns in a full array of media channels are featured,and each is accompanied by a detailed commentary on the work. Includinginterviews and insights from leading advertising strategists, the book providesa comprehensive overview for professional advertising creatives, brandstrategists, or anyone who works with a brand that values truth, trust, andresponsibility.