Campaign Review: Is it time for Coles to shake it up? Did Seafolly miss the mark? And has Instagram successfully revived its heart?
Mumbrella invites the industry’s creatives and strategists to offer their views on the most-talked-about ad campaigns. This week: Emotive’s Ben Clare, and Wunderman Thompson’s Brona Kilkelly offer their views on ‘Owning your folly’ with Seafolly, Instagram’s first national campaign, whether The Kids’ Cancer Project is confronting in all the right ways, and if it’s time for Coles to shake it up.
Brand: Seafolly
Campaign: Own Your Folly
Agency: Thinkerbell
The verdict: Diverse casting would have made the campaign a breakout star
Ben Clare, group creative director at Emotive, says:
I have to agree with Brona Kilkelly on the Seafolly campaign – women are all shapes and sizes and I just don’t relate to a bunch of skinny models living this life that absolutely no one lives. It’s nothing against skinny women, it’s the lack of lack of everyone else. It doesn’t do anything for me and I’ve never really felt any connection to Seafolly as a brand because of their consistent lack of diversity in body shape and size.
But I thought that if I had a Sea Folly swimsuit I would morph into one of those girls and live the fabulous life they have.