The Futureo Credit Card Campaign Unites Savers and Spenders
Amelia Roblin — March 10, 2011 — Marketing
References: herezie & adsoftheworld
Taking its creepy crawly characters from an old French tale, the Futureo credit card campaign turns a love story into a symbol of balanced budgeting. Written by Jean de la Fontaine, the original fable tells of the merging between a cicada and an ant, a crossbred match between to species with divergent priorities.
Ants are known for their hard work, spending the summer months storing away food for the sparser season. Their practices can be equated with those who save their money for a rainy day. Cicadas on the other hand, spend the warm part of the year expending their energy singing songs. The cicada is the serial spender.
Designed by Herezie of Paris, these ads take on a sketched quality that remind observers of the original tale. Asserting "Savings and Expenses, together at last," the Futureo credit card campaign informs consumers about the company's cashback program. Is this a true union of opposing personalities?
Ants are known for their hard work, spending the summer months storing away food for the sparser season. Their practices can be equated with those who save their money for a rainy day. Cicadas on the other hand, spend the warm part of the year expending their energy singing songs. The cicada is the serial spender.
Designed by Herezie of Paris, these ads take on a sketched quality that remind observers of the original tale. Asserting "Savings and Expenses, together at last," the Futureo credit card campaign informs consumers about the company's cashback program. Is this a true union of opposing personalities?
Trend Themes
1. Balanced Budgeting Campaigns - Opportunities exist to create advertising campaigns that leverage contrasting personalities or behaviors to promote balanced budgeting and financial responsibility.
2. Making Use of Fables in Advertising - Using classic tales, such as fables, in advertising campaigns can add a nostalgic and relatable element to the messaging, capturing the attention of consumers.
3. Sketched-style Advertisements - Adopting sketched or hand-drawn aesthetics in advertisements can create a distinctive and whimsical visual identity that resonates with viewers.
Industry Implications
1. Credit Card Companies - Credit card companies can explore creative marketing strategies, like incorporating storytelling elements and contrasting behaviors, to engage consumers and promote their unique offerings.
2. Advertising and Marketing Agencies - Advertising and marketing agencies can tap into the power of traditional tales and unique visual styles to create captivating campaigns for their clients.
3. Creative Design and Illustration Services - The demand for creative design and illustration services is on the rise as brands seek out distinctive and visually appealing advertisements to stand out in the market.
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