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Information Architects created a new humorous communication campaign for GOL. We conceptualized and designed over 20 ads promoting GOL as “Internet for everyone”. The ads were focused on normal people and how they use the web.

Directed against common preconceptions on how the Internet is used and by whom it is used (such as gaming is for teenagers or you need a tie to do business), the campaign pointed at the normality of software and music piracy, Internet porn, interactive business models and the use of the web in everyday life.

Without imposing any judgement on the people using the Internet as they do, GOL’s campaign implies that having an Internet acces is just as normal and necessary as having electrical light or running water.

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(Here is iA's project page)

The ads can be found in PDF (995k) here.

I have a terrible track record with fluff threads. Let's see how this goes.
 

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Posted by TomDavidson (Member # 124) on :
 
I think they're rather pointless ads, but then I've never understood the Japanese.
 

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Posted by Euripides (Member # 9315) on :
 
The iA guys are Swiss, and their clients are mostly targeting the expatriate market.
 

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Posted by TomDavidson (Member # 124) on :
 
Ah. In that case, they're just pointless.
 

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Posted by Euripides (Member # 9315) on :
 
Every man to his own.
 

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Posted by TomDavidson (Member # 124) on :
 
To elaborate: I just don't see the point. People who're already on the Internet won't need their service and won't suddenly be convinced that they're a "hipper" service by these ads; people who aren't won't get the jokes.
 

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Posted by Euripides (Member # 9315) on :
 
It may be to target people who might switch to GOL from a Japanese provider, or expats who are just setting up and need an internet connection. I don't know, but I think anyone who reads a newspaper will get most of the jokes.
 

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Posted by Dagonee (Member # 5818) on :
 
Humerus Advertising
 

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