There is a real art to poster advertising, don’t you think? The best ones “pack a punch” that stops you in your tracks, and makes you take a second look.
The new poster from Corona did this for me. Slogging my way across London on a grim, grey day I looked up and saw this poster for Corona:
With the idea of "the beginning", and the visual device of the office being stripped away, I think the brand/agency team have perfectly captured that Corona moment, when you loosen your tie, kick off your shoes, kick back and chill out. Whether you’re sitting on a sunny beach in Mexico, or in rainy bar in Manchester, Corona beer is “a beach in a bottle”.
The Corona poster works well because it is a single, “big picture”. A single image that communicates a single idea. Often it seems, brands use the same execution for press and posters. But this is flawed. Readers of a magazine may take time to look at the detailed text in a press advert. With a poster, you have to be simpler and much more visual.
Some other great posters that pack a punch using a single, big picture:
- The Economist: amazing campaign that ran for 10 years, helping building brand equity, boosting circulation by 25% and increasing ad revenue by 250%.
Other good (or bad) examples?