Campañas publicitarias creativas

Wednesday, July 7, 2010
| por Silvia García | Ejecutiva de proyectos, productora audiovisual

Antes de poder hablar de campañas creativas, seria bueno indagar sobre ¿qué es creatividad?

Según la conocida enciclopedia virtual Wikipedia creatividad es: “inventiva, pensamiento original, imaginación constructiva, pensamiento divergente…pensamiento creativo, es la generación de nuevas ideas o conceptos, o de nuevas asociaciones entre ideas y conceptos conocidos, que habitualmente producen soluciones originales”.

Entonces,  ¿qué hace creativa a una campaña en estos tiempos dónde ya casi todo se ha inventado o se ha dicho?  ¡Exactamente una de las frases de la definición anterior!, hacer nuevas asociaciones entre ideas y conceptos  ya conocidos pero que tal vez nunca nadie los había interrelacionado.

A veces la mayor creatividad viene de las ideas más simples, tan simples que la generalidad de las personas pasó por alto y luego a un creativo, en este caso publicitario, se le ocurrió plasmar en una campaña.

Estos son algunos ejemplos:

Traveller Magazine – Discover a whole new world at your fingertips



Pioneer Suspension

Animal Planet – Authentic wildlife documentaries




National Geographic Channel

National Air Cargo


El humor y la comedia,  pueden ser de los mejores aliados a la hora de construir un mensaje publicitario creativo y que quede en la mente de los consumidores; sino vean estos ejemplos:

Paw for a cause

Witte Molen




Otro ingrediente para crear una campaña creativa es el uso de la ironía.

NSW Police Force – Watch for cars when wearing headphones

BAD Charity Challenge

Nintendo – GameBoy Advance

Mitsubishi Refrigerators – Keep them fresh, not miserable


En la creatividad actual de las campañas publicitarias podemos observar también la fuerza de impacto que tiene mostrar situaciones fuertes a las personas para hacerlos reflexionar sobre alguna realidad que aqueja al mundo en estos días.

Estas situaciones pueden mostrarse de forma cruda, o manejadas con cierta estética artística, lo cierto es que  siempre van a buscar impactar a quienes observen el mensaje.

ADESF – Stop consuming your body

WWF – Save your forests

World Heart Federation

 Obesity is Suicide

World Aids Day

Rural Service of NRMA and NSW Firefighters

Against Abuse Inc – More than 300,000 children are sexually abused in Germany every year.

MTV de  Portugal


Al final de cuentas, qué es creativo y qué no lo es, puede depender de quién observa la publicidad, lo referencial que pueda ser esta en una sociedad y la época en que es lanzada o publicada.  

Lo importante, como comunicadores, es que no se deje de buscar día a día, la manera de hacer llegar el mensaje deseado de la forma más diferente y novedosa que podamos.


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