2 Executions, 5 Years Of Life

5 Years of life. 

Gripping narratives around this same thing but contextualized against two different ends of the ‘consumer & life spectrum’.

Every year about 2 million children under the age of 5 die of infections like diarrhoea and pneumonia. A lot of these deaths can be prevented by the simple act of washing hands with soap. How do you translate this statistic and message into something real, personal and powerful? Lifebuoy‘s brilliant campaign called helpachildreach5 shows how:

(Agency: Lowe Lintas + Partners)

Over 30 percent of today’s children are obese due to physical inactivity. If action isn’t taken, one billion people will be affected less than two decades from now. Nike’s DesignedToMove campaign lands this through a shockingly powerful message.

(Agency: Wieden + Kennedy)

Two iconic brands, selling two completely different kinds of products, targeting two different sets of consumers with two different ‘need stages’ (w.r.t Maslow’s Hierarchy of Needs) but with one unmissable similarity: using ‘5 years of life’ as a frame of reference to pack a powerful punch.

The ‘contrasts’ are as compelling as the ‘similarities’ are in these hard hitting campaigns. Just couldn’t resist from juxtaposing them together for their unmissable power of story telling and sheer brilliance of executions anchored around one central tenet – 5 years of life.

(Source for header picture)

4 thoughts on “2 Executions, 5 Years Of Life

  1. Hi Chaitu!! Good to see the comparisons of 2 executions…can you just elaborate more on how it could be useful in advertising?

    1. The point here is not whether it was useful or not. The post was just based on my observation of how 2 different brands selling 2 different products to 2 different classes of consumers have used an almost similar theme (5 years of life) albeit in slightly different ways.

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