Many brands do not appear to have much authenticity, whether it is a lack within their roots or they’re lacking in their marketing techniques. Authenticity and transparency are essential within the communication between a brand and its consumers; it establishes a solid relationship.
Shreddies- Knitted By Nanas
Many brands use the tactic of crafts to portray authenticity, for example the Shreddies ‘Knitted By Nanas’ campaign by McCann.
The advert shows that the interwoven appearance of Shreddies is created by elderly women sat knitting away in armchairs, showing that they are not mass produced in a cold Nestlé factory.
They’ve taken knitting’s cultural reference that nanas are homely and wholesome to portray that Shreddies could indeed be made by the audience’s grandmothers.
The craft-based approach
Whilst some brands use the human senses, and some use cultural connotations to connect with the consumer, other brands have taken a more craft-based approach by adopting a low tech and handcrafted style in their advertising, which is similar to a homemade gift. It has a personal and emotive touch, making the gift even more special. Hand crafted campaigns can generate the same emotion due to its authentic feel.
Twinings- Drink It All In
In 2015 Twinings released the ‘Drink It All In’ campaign that featured an entirely handmade set. The ad was created using paper-craft techniques, combined with CGI (computer-generated imagery) to make a woman sipping a cup of Twinings tea enter a world created from Twinings tea tags. It was all filmed in stop motion, giving the ad a heart-warming feel, and was even followed up by a ‘making of’ video.
‘Making of’ videos
‘Making of’ videos are a great way of reinforcing authenticity by showing a behind the scenes view of a brand, giving the consumer the chance to understand the time and effort gone into the creation of the advert. This allows it to be appreciated for its aesthetical value.
Just like the Shreddies advert, knitting craft has been used before to convey the benefits of a service or brand. The Natural Gas TV advert (2010), shows the interior of a house, from children’s toys to running shower heads, all turning into knitted versions of the objects shot in live stop motion
Natural Gas is an energy company providing heat to families, the end line reads ‘Who gives you the very softest heat?’, the use of the word soft and knitting together gives a Natural Gas a cosy and warm personality. Look at the making of this advert here.
Cadbury’s- Twirl Bites
In 2011 an advert was released for Cadbury’s Twirl promoting the new ‘Twirl Bites’ called the ‘Twirly-gig’ which was based on Rowland’s machines. The forty-second TV advert consisted of a handmade machine, featuring cogs, children’s toys and models all circling around each other.
The use of children’s toys that have been assembled in a child-like manner resonates with the target audience of young children. The hands on approach, and the combination of different objects is just how children would play, giving the advert an emotive and relatable impression.
Watch the making of it this ad here (worth a watch).
Within society there is a need for something real, something human and tangible in a digital world. The rawness of handcrafted campaigns gives the brands a human feel, as there is no postproduction on real life. This makes them stand out against the brands using multiple clips, cuts and edits found in most advertising commercials.
The fine arts and commercial art worlds often cross over, and when they do the outcomes are incredibly moving and powerful, able to stop the viewer in their tracks to appreciate the skill and effort involved, creating a new and personal experience for the consumer allowing a more emotional relationship with the brand, reinforcing brand registration.
Written by one of our Senior Account Executives, Cherish.