Campaigns with a sharp focus on specific communities can generate an enthusiastic response.
It’s time to give them a prize.
Our new Cultural Insights category is not just about places – it’s about people.
It’s been said that the most impactful advertising is based on “a universal human truth”. An insight that touches us all, no matter who or where we are. But campaigns that play on the culture and customs of specific locations or groups can also be highly effective.
The trouble is, they can get lost in translation with awards juries when removed from their context – unless they come with a well-explained case film or there’s someone on the jury to argue their case. With a community of more than 200 journalists around the world, the Epica Awards is fairly well-placed to capture the nuances of “local” campaigns.
But our new Cultural Insights category is not just about places – it’s about people. An agency recently asked us if a campaign targeting “Gen Z” consumers counted as a cultural insight piece. We said that it did. Generational preferences are a thing; and communities with common traits often cross borders. (Anyone got a campaign targeting Swifties?)
A campaign that resonates with a specific group can be welcomed as authentic, boosting affection for a brand that apparently empathizes with its consumers. Brands are keen to generate proximity and engagement – campaigns that rely on cultural capital do just that. They’re not only relevant, they’re warm.
Campaigns that play on the culture (...) can get lost in translation with awards juries when removed from their context.
WE’VE COMPILED A HANDFUL OF RECENT EXAMPLES
To kick off, here’s our favourite campaign – and one of the highest-scoring entries – from the recent BalticBest competition. It’s from the agency WKND in Latvia and features a local tradition marking the Summer Solstice.
Latvian Fund for Nature - "Let The Crowns Flourish" by WKND
Here's a campaign for Gatorade by Leo Burnett India that’s focused on one very specific place:Mumbai. And it has a well-shot case film too.
Gatorade - "Turf Finder" by Leo Burnett India
Staying in India for a moment, here’s a great film for Samsung from Cheil - with equally great music – that could hardly be more culturally attuned. It features athlete Neeraj Chopra.
Samsung Galaxy Fold6 - "India Cheers Neeraj" by Cheil India
In China, the beauty brand LUX and VML discovered that many young women are unhappy with their first names.
Lux - "In Her Name" by VML Singapore
Turkey is at high risk of earthquakes, especially the region around Istanbul. Is the city adequately prepared? To draw attention to the issue, TBWA\Istanbul created “The Earthquake Calendar.
İhtiyaç Haritası - "The Earthquake Calendar" by TBWA\Istanbul
Let’s go to Egypt. The key to this film Impact BBDO is understanding that most people there buy property in instalments – including its hero, Egyptian movie star Ahmed Famy.
TOUBA - "THINGS WE DO FOR DEBT - The Shoutout" by Impact BBDO
Oh – and here’s a Gen Z ad, for banking app Next by McCann Athens, because young consumers are apparently stressed out about their finances.
Next - "Pebble" by McCann Athens
These are just a handful of potential prize-winners. If previous years are anything to go by, our jury are going to see a whole lot more. You can find all categories of this year's Epica Awards here.