Missing people posters with 'live portrait'
Outdoor ads are being used for missing people posters with an added element of a “live” portrait. The ads feature photography that is enhanced and animated by AI which results in the missing person appearing to smile, move their eyes and make facial expressions. The ads will also feature a QR code which will enable people to share on social media along with the adaption of “missing person” to “help find” which will encourage action.
Why is this important?
The original idea for the “live portrait” was informed by behavioural science, people’s engagement with and retention of an image are enhanced by live images and less accompanying information. The technology behind the campaign paves the way for more dynamic ads and hopes that the increased engagement will lead to more missing persons being found safely.
TikTok participates in Cyber Safety Month
June is Internet Safety Month and in preparation for this, TikTok has produced a new collection of online safety tips and is also developing a cybersecurity toolkit. TikTok has worked alongside several cybersecurity and internet safety non-profits in order to come up with its five key rules to help users stay safe online.
Why is this important?
In short, the five key rules are: Surf smart, keep it all in the family, catch the right fish (phishing), leave no trace, and finally, play, watch, and learn together. With the increased time that kids spend online these days, especially on apps such as TikTok, cyber safety is naturally going to be a concern for many parents. That is why these kinds of initiatives are important, to help people learn and be properly informed about the dangers they may face online as well as being prepared to safely deal with them.
Google shopping ads get a ‘swipeable’ makeover
Google has announced a big visual change to apparel searches – one which will create a unique blend of Google Ads advertisements and organic listings. Google has been working to incorporate a more visual display for apparel queries on mobile since September, but shopping ads have still been displayed in the same fashion. These new ad formats will be available via search or performance max campaigns and all of the imagery will come from advertiser-provided assets for apparel queries.
Why is this important?
A bigger, bolder ad type that is mixed with organic results will help all retailers. The ability to swipe for more information adds a level of interactivity and the combo of organic plus ads should help keep searchers engaged and active. This should be a welcomed improvement and will hopefully move to more verticals in the future.
Campaign of the Week: Dame Helen Mirren and Ian Wright star in youth-focused Cadbury campaign
Cadbury is switching its focus from older to younger people in its latest campaign featuring a range of accomplished celebrities talking about how it is normal to have self-doubt. Through the ads, the Mondelez-owned confectionery brand is attempting to frame sharing your doubts as a generous act that could help someone who is struggling with their own worries and doesn't realize how normal they are. The 'Give a doubt' campaign is a conversation starter to show that day-to-day uncertainties are normal and that we all experience them. Later in the campaign, Cadbury will launch a competition giving someone a chance to discuss their self-doubt with a celebrity.
