The power of a single photograph
These colourful, dynamic photographs are examples of what Oxford University researcher Professor Charles Spence calls the importance of ‘protein in motion’ – the theory that food is most eye-catching and appealing when it’s captured in motion, because it conveys freshness.
Spence believes that static images can be just as appealing as videos, as long as this dynamism is applied. Photography showing rolling condensation on an icy bottle, and the spray of zest jumping out of the opening can, perfectly capture this phenomenon.
“We’ve all seen Coca-Cola ads our whole lives, haven’t we? We all know what Coke looks like, what it smells like, what it tastes like. We’ve all experienced it as a refreshment. There are very few brands that could pull off a campaign like this, because we’ve had hundreds of years of sensorial advertising through the refreshing rituals of drinking a Coke. This was pretty key to our success, and pretty key to why it got so much attention” explains Juan.
And the attention was definitely impressive. ‘Try Not To Hear This’ generated a massive 86 million impressions and dozens of online conversations. The fact that a single print ad could generate this much online activity is testament to its lasting power as an advertising medium, and its effectiveness alongside the reach and chatter of digital.
It also worked because the idea was so fresh and brave. In a digital world, the creative team opted for an analogue media to trigger the senses. “But we liked the idea that a single photograph and a line of copy could be powerful enough to do that. And while digital is a wonderful medium, there’s something about print that’s purer. It’s a lot harder to obfuscate.”
“We wanted to show that print can be anything. This Coca-Cola ad is a print ad, yes. But it turns your head into a radio – it allows you to hear sounds from an image, mixing two different worlds and bringing them together.”
Juan concludes, “The campaign has only been live for two months, but the client is already looking to take it from the four European markets it launched in, to a global market.”