How to use emotion in advertising to make a real difference
Adam&EveDDB’s CCO explains what not to do when using feeling to land messages
“It’s very important to say that it’s not about being emotionally manipulative, because sometimes things can feel a bit like you're doing it for gain (when using emotion in advertising),” says Richard Brim, former D&AD President and CCO of Adam&EveDDB. “This was about using how you feel to give you the tools to help with a problem that’s unfortunately getting larger by the day.”
In this excerpt from his talk at D&AD Festival, Brim discusses how The Last Photo, a campaign about suicide prevention, used feeling to inspire hope and land a powerful message.
Watch more highlights from D&AD Festival here.
