Sunday June 9, 2013
A picture is worth a thousand words so the saying goes and one medium that has always understood this is the traditional print press – there is a great tradition of photo journalism.
So it was a great fit when the Cape Times adopted a different twist on the news picture as part of a campaign to halt its declining readership. The campaign was reported in the Metro and showed the pic of the newlywed Duke and Duchess of Cambridge kissing on the balcony at Buckingham Palace. It was doctored to make it appear as though Prince William took the snap himself. It is just one of a series of historic photos given a contemporary twist and made to look like a ‘selfie’ (a self-portrait typically taken with a camera phone) as part of the campaign.
Lowe and Partners, the ad agency behind the Cape Times campaign were reported as saying: “Selfies are a phenomenon of our time, we’ve all taken one, so we used the technique to leverage our message.” (Can I just fess up that I never have.... except by accident when I used my iPad the wrong way round.)
The campaign is a great reminder of the power of images as a communication tool and a reference to their increasing importance in a technology obsessed and social media driven world. But wasn’t it ever thus? Have things really changed?
Images have always been influential, but in the era of digital and social media they have never been more so. We know from outputs from the recent CorpComms Social Media in Action conference that ‘the future is visual’. With so much content out there impact is crucial and that is more likely to result through visual communication. It also offers more opportunity for people to get involved and be part of the story.
We’d love to hear from you about how you are using visuals (static or moving) in your campaigns; or about any campaigns that have used images or film in a way that has inspired you.
Here’s another campaign that caught my eye.....In a bid to escalate awareness of land grabbing practices and to grab the attention of the World Bank to ensure land deals do not leave poor communities without a place to live, Oxfam crowdsourced this video featuring an acoustic version of Coldplay’s ‘My Place’ track. The footage and images, submitted from across the globe, show people moving something favourite, personal or familiar from their home to somewhere it doesn’t belong.
Watch the video and find out more about the success of the campaign.