We went to the Cannes Lions International Festival of Creativity Advertising winners film at the Winnipeg Art Gallery. My favorite ad was this one about an ape who uses white paint to turn himself into a panda. Click here to see the ad.
The premise of the ad is that pandas have such a high-profile and are so cute that more people donate money to save them than they do for animals that need rescuing just as desperately but don’t have the public image or cute appeal of pandas.
This is something that happens in the area of medical research donations as well. Things like breast cancer with its pink ribbon campaign and prostate cancer with its Movember campaign raise lots of money and that’s great! But what about diseases with a lower public profile and less effective ad campaigns?
The ape/panda ad motivated me to think carefully about where I give charitable donations.
Other posts about television advertising……..
Other posts about charitable advertising……