Heineken Campaign Challenges Routine Lifestyle, Invent Possibilities

Hats off to the brains behind the recent Heineken campaign, where travelers are challenged to drop everything - their planned trips, responsibilities - to take on an unknown route to a mysterious location. The campaign is designed to confront our regular lifestyle - an always-busy, planned, often-stressful, and indifferent lifestyle. The impact of venture comes … Continue reading Heineken Campaign Challenges Routine Lifestyle, Invent Possibilities

Considering Audience, Message, and Action in Social Advertising

Audience theory has been in existence since the emergence of mass communication/media studies. In fact, the best way to measure the success of any message is to gather audience feedback. However, in traditional advertising, the audience is simply the group of individuals that advertisers are interested in speaking to. They can be grouped or segmented … Continue reading Considering Audience, Message, and Action in Social Advertising