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With these large billboard advertisements featuring a QR code, Calvin Klein surely must attract the attention of the construction workers. Whether they possess a smartphone that reveals the secret behind the black stripes is a different question. After scanning the code of this highly successful advertisement, the consumer can enjoy a 40-second clip. Calvin Klein ran this campaign in Los Angeles and New York (see also Calvin Klein Jeans Replaces Racy Billboards with QR Codes). Interaction between advertisements and consumers will increasingly become practical, as the smartphone ownership rate rises steadily. Sales in 2011 are supposed to grow to 95 million, up from 67 million in 2010, according to Gartner (see also Top 10 SmartPhone Market Statistics and Projections).
Another great poster comes from Accenture, a leading consulting firm. Before, the company used Tiger Woods to display its ‘precision’ strengths, but had to move to more generic symbols, after the golf star made bad publicity with its extramarital affair(s) (see also Brand rehab). I really like their advertisements due to their powerful message with very simple elements; and the sort of wit that is required to understand them elevates the brand even further.
Once my wallpaper on my computer, I like Harry’s sleeping girl a lot. It presents you an idyllic world, the innocent child that falls asleep on the kitchen table, surrounded by a nice breakfast (expensive jam) in a good household (white and clean table cloth, shiny spoons). The thick slice of bread acts as a nice pillow on which the girl falls asleep while she’s eating; she actually prefers sleeping on the bread over easing her hunger – because its so soft.