Successful print advertising requires attention grabbing and relatable content. A printed ad should be thought provoking. It should encourage the reader to understand what the ad is for. Print advertising has to reach out and grab a reader’s attention because it can only address two of our five senses.
This year’s Young Cannes Lions Irish nomination in the print category, Emily Blaney and Niamh Ryan, showcased their ability to meaningfully draw in an audience. They created an ad that requires reader participation. It causes a sensation for the reader that will encourage him or her to get involved.
Only two print advertisers are selected from a multitude of applicants. Emily and Niamh proved their creative talent with their print ad entry. These impressive young women will be sponsored by INM to show off their innovative skills at this year’s international Cannes Lions Festival.
Innovative Print Advertising
Innovation means something new, effective, and unheard-of. In terms of print advertising, it isn’t every day that you can pick up a newspaper and read an ad that causes you to feel a new way. Emily and Niamh found a way to create an ad that does just that, makes you feel.
The young women’s ad simulates what it feels like to not be able to read everything. Their creation can only be fully understood if the reader holds the documents up to the sunlight. Without this interaction, only a portion of the ad can be read:
Image from IAPI
If the reader does not interact with the newspaper article by holding it up to the light, as it asks, they understand a sad story. Furthermore, the reader might feel like some information is missing because he or she cannot identify who created the ad, what the ad is for, whether it even is an ad, etc. However, when the reader follows the ad’s directions he or she can read “everything”:
Image from IAPI
Imagination, simplicity, and relevance are a few words to describe Emily and Niamh’s ad submission for the Young Cannes Lions award. Their ad entry showcases a creative way to engage the public in a call to raise awareness about the need for improving child literacy in Ireland.
It is a cause I am delighted to support.
