Animation in Advertising

Posted by Marine Bigault on Mon, 22 Nov 2010

Editor’s note: It was an epic Show & Tell this week. The first part was Marine’s presentation on the use of animation in advertising. Stay tuned for part 2 with all the rest of the headlines and discussion.

I have a certain passion for animation and whilst doing some research on the use of animation in advertising, Here are a few great ads that I thought I would share with you. I was really struck by the fact that animation is actually a very efficient element/tool for brands that wish to communicate. In fact, animation develops consumers’ imagination, it can be adaptable and become top of mind in consumers’ mind and has also a strong capacity to touch an audience by approaching serious matters in a sympathetic way…

Enough about the theory, here are three ads I have chosen to share:

Amnesty International: Signatures


The first one is an ad done by TBWA for Amnesty International called “Signatures” which speaks from itself, which I found stunning and moving just by using a nice stylish illustration. When interviewing the artistic director Stéphane Gaubert he explained that their choice went towards black and white animation because they thought a simple but fresh illustration would have a great impact on people’s mind, reaching their sympathy. In terms of results the charity got great reviews with 600,000 views on YouTube and €1.8 millions of free diffusions and press articles.

AIDS: Zizi graffitis


The next ad is also one from TBWA for AIDS this time called “Zizi graffitis” which is really sweet and funny. When I interviewed Ingrid Varetz, the creative director who worked on the ad, she explained that animation was the base of their concept, she said “it seemed to me appropriate to use sexual graffiti which is usually found in schools in order to talk to the youth and encourage them to wear condoms. The results for this ad were amazing with 1 million views in a week, 8.5 millions in September so for those who will tell me, this ad is so French, I say, ‘well it worked!’”

Now another way of approaching the same subject but in a very different direction and I personally didn’t like it at all but I will let you judge from yourselves. I just thought it’s a bit wrong to associate mass murderers with people who are HIV-positive http://www.youtube.com/watch?v=PnQLClo9sME&feature=fvw

Facebook: Unfriend Coal


The last one I would like to share is an ad from Greenpeace which came out strategically a few weeks before the film “The Social Network”. Light, funny and entertaining it shows you how Facebook’s creator is not doing the right choice by using coal instead of wind farms.

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