Our New Talent 2022 entries were some of the best we’ve seen in this competition, so for this week, we wanted to showcase one of our Platinum-winning entries from last year alongside a new entry from this year.
Last year’s Platinum-winning entry comes from recent Syracuse University Advertising graduate Talia Adler, who submitted her proposed “Drive Fun” (above) print advertising campaign. For her assignment, Alder was tasked with creating a campaign for the Mini Cooper, a brand of B-segment, or “small cars” manufactured in England and Holland. Using the insight that driving felt less like fun and more like a chore used to get to whatever was “fun,” Alder created a campaign that highlighted the Mini Cooper’s playful nature by making the road the Mini Cooper drives go through a literal playground. The colorful cars are seen driving on and hanging from various playground structures, with the colors of the cars specifically chosen to pop against both the moody backgrounds and the red playground equipment. By choosing to advertise outside of the average conventions of a car ad, Alder creates an eye-catching, memorable ad campaign that perfectly captures the spirit of its “Drive Fun” tagline.
