Cloudcart’s print ad is more approachable by not mentioning Covid-19 as a cause for hardship and its more convincing by conveying information and facts rather than telling emotional stories.
For you who are experiencing hardship, the ad is almost impossible to ignore. For everyone else the ad gets read anyhow since they’ll be drawn to any hardship. It’s not lust but a healthy survival strategy to be alarmed by danger and reaction to try and avoid any harm.
The Bulgarian agency Proof has created a paradigm for proper advertising. In midst of the emotionalising hype of storytelling, Proof succeeds with spinning a more robust yarn with information and facts.
And wouldn’t you know they got proof in numbers for their facts.