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Goodvertising : creative advertising that cares / Thomas Kolster.

By: Material type: TextTextLanguage: English Publication details: London : Thames & Hudson, 2012.Description: 256 pages : illustrations (chiefly color) ; 29 cm.ISBN:
  • 9780500516263
Other title:
  • Creative advertising that cares
Subject(s): LOC classification:
  • HF5823 .K65 2012
Contents:
Transparency — Connection — Simplicity — Collaboration — Compassion — Creativity — Contagiousness — Generosity — Insight — Positivity — Commitment.
Summary: Thought-provoking and innovative: responsible advertising by brands and charities worldwide, including Volkswagen, FIAT, Unilever, UNESCO, Greenpeace, Michelin, HP, and American Express. Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand’s corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicate the socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters―Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment―it both inspires through great work and explains the principles involved. Over ninety campaigns in a full array of media channels are featured, and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book provides a comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility. 400 color illustrations.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book TBS Barcelona HF5823 KOL (Browse shelf(Opens below)) 1 Available B05429

Includes bibliographical references and index.

Transparency — Connection — Simplicity — Collaboration — Compassion — Creativity — Contagiousness — Generosity — Insight — Positivity — Commitment.

Thought-provoking and innovative: responsible advertising by brands and charities worldwide, including Volkswagen, FIAT, Unilever, UNESCO, Greenpeace, Michelin, HP, and American Express.

Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand’s corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicate the socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters―Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment―it both inspires through great work and explains the principles involved. Over ninety campaigns in a full array of media channels are featured, and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book provides a comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility. 400 color illustrations.

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