Ad Trends 2012: Authenticity, Heritage & Playfulness
According to media agency network EuroRSCG Worldwide, consumers crave authenticity, transparency & truth. We long to see "real" people, and the report predicts a return to brand heritage, and ads that don't take themselves too seriously, and could offer a gaming or interactive opportunity.
Global hotspots for the coming year include China (art), Indonesia (luxury brands), India (refered to as the "new Dubai") & Japan (aged population).
China continues to censor global social media, and has domestic alternatives available.
Cloud computing is identified as an issue with saliency.
Campaign examples given in the report include:
Vitamin Water interactive bus shelter
TMB The Real Story of Panyee FC