For this month’s feature in our blog series, Brynn analyzes two of her favorite marketing campaigns. Read on to see what they are!
Brynn, Digital Media Specialist
“Natural Intelligence” by Nikon (2023)
Check It Out:
🔗https://www.youtube.com/watch?v=W4zl5UhkTds
Brynn’s Thoughts:
One of my favorite marketing campaigns is Nikon’s Natural Intelligence campaign, launched by Nikon Peru in 2023. It was an anti-AI campaign that took what I would consider a beautifully graceful approach and did an amazing job at appealing to their audience’s emotions. The campaign used a playful parody of AI prompts to feature real photographers’ real photographs. (Ex: “Manhattan skyscrapers a hundred years after the zombie apocalypse.”) My favorite part about this campaign was the way they approached their anti-AI stance. It wasn’t about how bad AI was, and that it was overshadowing the hard work actual humans put into their photography, but simply reminding people that incredible, unbelievable beauty exists in the natural world, and that you don’t need an AI prompt to find it. I think for something to be really effective, you don’t need to tear down the opposing side; your stance should speak for itself.
“Crafting a Compelling Story”
I think this campaign did really well at pulling at its audience’s emotions and crafting a compelling story to remind people that there is still so much beauty in the natural world. And I LOVE their tagline, “Don’t give up on the real world,” so much. It was perfect for this campaign. I think for such a nature-centered ad, taking this peaceful, non-aggressive approach was the best way Nikon could have gone about their anti-AI campaign.
And we can’t forget:
“Fansville” by Dr. Pepper (2018)
Check It Out:
🔗https://www.youtube.com/playlist?list=PLzQkzx9Af404Qitc3xSNkPlaOz7OQ9k2B
Brynn’s Thoughts:
Perfect execution. Incredible cinematography. 1000/10.
Stay tuned for next month when Elise delves into a star-studded campaign that had everyone talking in the 90s, 00s, and 10s.
