8 INSPIRING posters from advertising campaigns
Sipes- Discover Your Colour
Campaign goals:
- Building TOM awareness for end users and painters
- An evolving creative concept that can be used across various channels: outdoor media, press, online, radio, contests.
- Increase market share
McDonald's
Colour as a message
Even though the brand logo only appears at the very bottom, the colours used on the poster speak for themselves. The combination of a red background and yellow phones instantly brings to mind the promotion of McDonald's smartphone service.
Nike
Nike's wild and colourful "Kiss my Airs" campaign keeps a subdued, interesting colour palette in the other posters from this series as well. It seems necessary, because the oddity and expressiveness of the people interacting with the advertised shoes is exaggerated accordingly. The whole thing is pleasing to the eye.
Mercedes
When the shadow reveals the truth
How do you show that something is not what it seems? Of course, we can see it in the shadow. Mercedes comes up with a clever idea to show the danger of using unauthorised service centres. A key can be a tool, but with a bit of imagination it turns into a monster.
Floslek - suncare
Show the product differently
Showing how a product works in a way other than its "traditional" use is a common technique in advertising campaigns. Ideas of this kind are better or worse, and sometimes the link to the product's functionality is more of a stretch. Here we have a brilliant visual example. Nothing more needs to be added. Everything is clear from the image. The power of visual campaigns is invaluable.
Lego
Lego, as a company producing Lego bricks — a tool of creativity — has set the bar very high. You just need to engage your imagination to see more.
L’Oréal
Social campaigns always stir up a lot of emotion. The brand stands up for women, who are their main target. What's more, pairing the slogan "This is an ad for men" with cosmetics sparks the audience's interest.
Heinz
Heinz always rises to the occasion and is famous for its creative ads. What must they have been thinking at the agency? How do you show the tomato freshness of ketchup?
Let's make a tomato bottle with a label.
Creativity is the key to the best advertising.
Concepts from the article
TOM — Top of Mind. The percentage of respondents who name a brand first when asked about a category without prompting.
Why it matters: The sharpest measure of a brand's position in the customer's mind. In categories bought out of habit, the first association often wins the purchase.
When it is used: In brand research and in evaluating long-term image-building activities.
What omitting it risks: Without TOM, aided awareness can be high while presence in purchasing decisions is zero.
Press — Print and editorial media. A communication channel covering dailies, magazines, weeklies, editorial portals and their digital editions. In advertising and PR, the press is used to publish materials, ads, interviews and information, and to build credibility.
Why it matters: It gives access to a seasoned readership and the authority of print: publication in a recognisable title lends more credibility than one's own channels. Digital editions combine prestige with measurability.
When it is used: In image campaigns, expert communication and reaching groups that read trade titles.
What omitting it risks: Skipping the press cuts you off from audiences who trust editorial teams more than feeds — often those with the greatest purchasing power.
Summary
The article presents eight advertising posters that stand out for their creativity and effectiveness of communication. From the Sipes campaign building brand awareness around colours, through McDonald's using colour schemes for instant association, to the visual tricks of Mercedes and Lego.
The strongest examples show that the key is a skilful combination of simplicity and emotion — as in the case of L’Oréal's social campaign or the Heinz tomato bottle. The common denominator is moving away from standard product presentations in favour of story and symbolism, which builds audience engagement.
