Evolution is an advertising campaign launched by Unilever in 2006 as part of its Dove Campaign for Real Beauty, to promote the newly created Dove Self-Esteem Fund. The centre of the Unilever campaign is a 75-second spot produced by Ogilvy & Mather in Toronto, Canada. The piece was first displayed online on 6 October 2006, and was later broadcast as a television and cinema spot in the Netherlands and the Middle East. The ad was created from the budget left over from the earlier Daughters campaign, and was intended to be the first in a series of such online-focused spots by the company. Later pieces include Onslaught and Amy.Evolution was directed by Canadian director Yael Staav and Tim Piper, with sound design handled by the Vapor Music Group, and post-production by SoHo.
Georgia Jagger, is a British model become famous beyond her imperfect teeth.
The “Sting”, an important glasses firma, has employed the pixel art for its new advertising campaign.
The message is very effective because it makes people think that wearing Sting sunglasses they are much more remarkable.
Ben Long’s blurred digital prints not only wrong-foot passing motorists but also explores the idea of images losing their potency through ubiquitous representation.
“These artworks could be taken simply as a subversion of representational art because they appear to disrupt the traditional values of painting and present abstraction as high octane thrill-seeking,” Ben says.
“Companies have come to realize that not only is the amateur ad cheaper, but consumers have come to see it as rawer, less polished, and somehow more “real” or true than an ad prepared by a professional agency.”
Andrew Keen, The Cult of the Amateur: How Today’s Internet is Killing Our Culture, New York: Doubleday/Currency, 2007, p. 61.
“The rise of a rhetoric of an ‘aesthetics of imperfection’ in the field of advertising would seem to confirm” the hypothesis that “a taste for imperfection is spreading across all fields of visual culture”.
The next 3 examples “are expressions of the commercial attempt to take possession of the truth of the flaw. The wish for irregularity and for the breaking of symmetry are so characteristic of the spirit of time that the public views admissions of flaws as genuine. It is hardly surprising, then, that communication experts try to veil their messages or products in a cloak of authenticity.”
Web Aesthetics, p. 164.
Imperfect, but you love them realized by advertising agency Saatchi & Saatchi for Maryland Cookies
Italian campaign for the launch of the BMW 5 Series
Praise of small flaws in the Singapore Ministry of Community Development, Youth and Sports campaign Beautifully Imperfect.