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August 26, 2010 / Adam + Dan

We like things that are different

[tweetmeme source=”adamanddan” only_single=false]We often think, what makes a great campaign or a great ad? And it’s always the ones that are considerably different from the others. I recently ended up in Hamley’s Toy Store with my girlfriend at the weekend and we found ourselves in the children’s book section.

Apart from reminiscing about many books from our childhood, we were drawn to just a few books in particular. The Very Hungry Caterpillar is one book that particularly stood out to us, mainly because it was so different to all the others we read as children.

It has different sections, parts you can interact with and different materials throughout the book. The fact that it’s so different from the average book made it far more exciting to engage with when we were younger and now, when we see it a good 20 years later, we still appreciate it and want to engage with it yet again.

It was then when I thought that’s exactly how advertising should be. And it is. The ads or campaigns that get remembered are the ones that are considerably different from the others, especially ones where you have to engage with. It’s OK just thinking about the content, but you need to think about the execution.

Like The Very Hungry Caterpillar, we wouldn’t sit down and read the story if it was just written on a blank page, it’s the interaction that get’s us involved and keeps the story in our head. Books are like advertisements; there’s so many about. So how can we make them have such wide appeal? And how can we make something that makes people engage with a brand years later?

The answer is to create things that are different.

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