Responsible companies with sustainability in mind have been tasked with overhauling an entire economy and spurring enough cultural momentum to avert a self-inflicted mass extinction. Just another day at the office, right? Oh, and by the way! Make sure you do it at light speed but without scaring (or boring) the designer pants off the multitudes of influential Reality TV starlets and suburban shopaholics.
But how? Authentic Creativity. In the world of advertising – mainstream or green – it is absolutely vital. Both the actual visual presentation and the corresponding bold, outside the box digital media distribution strategies (which, here at Abel Twitchell, we believe this type of marketing applied to local communities has the power to reshape the global economy).
Take a look at Dodge’s recent Ron Burgundy ad campaign starring Will Ferrell. Granted, we wish it was an advertisement for a Chevy Volt, Prius or Tesla. But from a purely advertising perspective you can’t argue with the campaign’s results.
AdAge.com reported earlier this month that, “Sales of the re-engineered Durango climbed 59% in October to 5,120 units and are up 50% for the year.”
59% in a month? Absurd. Creatively Bold. Brilliantly Successful!
Now, we understand that having Will Ferrell, in character, as a spokesperson is a luxury most companies can’t afford (nor would he necessarily be right for every green advertising campaign … although it sure would be a whole lot of fun!).
That certainly doesn’t preclude us taking a cue based on the the overwhelming success of Dodge’s Ron Burgundy ad campaign. To be boldly successful you’ve got to trust in the power of authentic creativity.