This Moleskine Campaign Cleverly Shows the Benefits of Paper Products
Meghan Young — October 11, 2014 — Marketing
References: jevansphoto.me & designtaxi
Through a strategic use of the Moleskine packaging label, this series of concept ads shows just how useful carrying a notebook around can be. Although many people are relying on smartphones, tablets and other digital devices to record thoughts, messages, photos and more, the Moleskine campaign illustrates the dangers of such a reliance on technology.
Created by Jen Evans, a photographer based in New York City, the Moleskine concept ads shows a naked woman covered by the label, which reads, "Because paper doesn't expose your private photos in the cloud." Another reads, "Because paper doesn't lose service on the subway," while the last one reads, "Because paper doesn't have value on the black market." The Moleskine campaign ends with a hash tag, 'givesyourthumbsarest.' Perhaps Moleskine will commission Evans for their next campaign.
Created by Jen Evans, a photographer based in New York City, the Moleskine concept ads shows a naked woman covered by the label, which reads, "Because paper doesn't expose your private photos in the cloud." Another reads, "Because paper doesn't lose service on the subway," while the last one reads, "Because paper doesn't have value on the black market." The Moleskine campaign ends with a hash tag, 'givesyourthumbsarest.' Perhaps Moleskine will commission Evans for their next campaign.
Trend Themes
1. Shift From Digital to Physical - The Moleskine concept ads highlight the growing trend of individuals seeking alternative, non-digital methods of capturing and protecting their personal information.
2. Privacy and Security Concerns - The campaign addresses the rising concerns around digital privacy and security, presenting an opportunity for industries to develop innovative solutions to protect personal information.
3. Nostalgia and Analog Revival - This campaign taps into the trend of people seeking nostalgic experiences and embracing analog products, presenting opportunities for industries to create modern iterations of traditional items.
Industry Implications
1. Stationery - The Moleskine concept ads highlight a disruptive innovation opportunity for the stationery industry to promote the advantages of physical note-taking and offer products that cater to privacy-conscious individuals.
2. Cybersecurity - The campaign's focus on privacy and security concerns presents a disruptive innovation opportunity for the cybersecurity industry to develop enhanced protection measures for digital data.
3. Photography - The Moleskine concept ads, created by a photographer, showcase the potential for the photography industry to explore creative collaborations with brands and create visually impactful campaigns.
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