The Iluminar Campaign Shows How Light Can Transform Objects
Meghan Young — March 13, 2013 — Marketing
References: facebook & ibelieveinadv
The Iluminar campaign beautifully shows how "light transforms," an idea put forth by the tag line. Clearly inspired by the work of artistic duo Tim Nobles and Sue Webster, each image centers around an artfully arranged pile of trash. Nevertheless, when a light is shone on the garbage, it casts a very different shadow. Whether taking on the form of a graceful ballerina or Keith Richards, the Iluminar campaign makes people think twice.
Conceived and executed by Reciclo, an ad agency based in Belo Horizonte, Brasil, the Iluminar campaign was art directed by Matheus Gomes with creative direction by Marcone Procópio, who also wrote the copy. The images were shot by photographer Cícero Mafra, who accentuated the sculptural context of these art pieces by capturing them in an art gallery.
Conceived and executed by Reciclo, an ad agency based in Belo Horizonte, Brasil, the Iluminar campaign was art directed by Matheus Gomes with creative direction by Marcone Procópio, who also wrote the copy. The images were shot by photographer Cícero Mafra, who accentuated the sculptural context of these art pieces by capturing them in an art gallery.
Trend Themes
1. Transformative Lighting - Marketing campaigns using lighting to highlight unexpected aspects of everyday objects, such as the Iluminar campaign, are gaining popularity.
2. Upcycled Art - Artists and designers are turning discarded items into visually stunning pieces, as seen in the Tim Nobles and Sue Webster work that inspired the Iluminar campaign.
3. Sculptural Advertising - Advertising campaigns are incorporating more artistic elements and using unexpected mediums such as trash to catch consumer attention, exemplified by the Iluminar campaign.
Industry Implications
1. Advertising - The advertising industry can take advantage of Transformative Lighting to create visually striking campaigns that capture consumer attention.
2. Art - Upcycled Art presents disruptive innovation opportunities for artists to create visually stunning sustainable works.
3. Environmental Services - Companies in the Environmental Services industry can utilize creative elements, such as Sculptural Advertising, to raise awareness about the importance of sustainable practices and inspire consumer behavior change.
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