When great concepts DO sell
Conceptualization requires creativity supported by economic sensitivity. To make a concept work for a brand is not easy. Most award-winning advertisements, designs, and even end-products themselves, are nothing but pro-bono campaigns paid by the agencies, not clients, that do little but to feed the creative person’s ego.
You see, if a client was to foot the bill for an advertising campaign, he or she would have a clear marketing objective which needs to be achieved with his or her advertising expenditure. Marketing objectives are measurable desired results that are often influenced by Sales objectives. So yes, award-winning advertisements/designs/products are always nice to look at, but realistically, they are hardly business-oriented. They may generate brand awareness, they may increase brand recall, but will they promise a 20% increase in sales in 3 months?
Hence, when I stumble upon brilliant concepts such as these couple below, I make sure I praise them for their excellence.
Puma Urban Mobility
A great website and a sexy line of products that truly integrate with our urban lives.
WANTS FOR SALE
A lovey dovey couple from NYC creates paintings based on the things they want, and sell them for the exact value of the depicted item. How quirky is that??? And oh, Sleep is free.
12″ x 12″
One Month’s Rent
20″ x 16″
10″ x 8″