Quarantine campaigns as reverse-tourism
| | | | | | | | | | AdFreak | | | | March 31, 2020 | | By David Griner |
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| | | Vintage Travel Posters Are Reimagined for Social Distancing | |
| | | | If you were worried that a world being locked at home might stifle creativity, the concern was understandable. But in several ways, it hasn't played out that way. Most notably, creatives of all stripes have emerged as a driving force in support of voluntary quarantine, urging residents around the world to stay indoors and avoid spreading COVID-19. Some of the warnings are dire, while others are practically fashionable. We recently wrote about a spec "Stay at Home" ad for Guinness that was so elegantly executed, the brand ended up sharing it on its social channels. Another set of posters from three U.K. creatives used "Keep Calm and Carry On" minimalism to keep Londoners away from the pubs. In our newest favorite, NASA designer Jennifer Baer revives the aesthetic of classic travel posters but reinterprets the look to be about the simple joys of staying inside. That said, my inbox is starting to get a bit flooded with "stay inside" creative campaigns, so at this point, any new ones that expect attention will need to be pretty stellar and innovative. If there's one rule of advertising I've learned, it's this: "It's better to be first and good than seventh and best." David Griner
Creative and Innovation Editor, Adweek
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