Red Creative Spotlight
Over the last couple of years leading global brands have been utilising surrealist marketing to cut through the noise. But now every other post seems to be surrealist content, is this becoming our new normal? We wanted to explore and find out what the future looks like for surrealism on social media platforms.
So what exactly is surrealism when it comes to marketing? We’ve got everything you need to know, right here.
What is surrealism?
Surrealism is an art movement that emerged in the early 20th century and explores the realm of the unconscious mind, dreams and the irrational aspects of human experience. Surrealist artists aim to break free from traditional artistic conventions and challenge logic and reason by creating pieces of art that utilise irrational juxtapositions of imagery to create a surreal narrative. Surrealism aims to unleash the creative power of the unconscious mind and challenges conventional thinking. Some key surrealist artists that you may recognise include Pablo Picasso, Salvador Dali and Frida Kahlo.
How are brands utilising surrealism for marketing purposes?
Surrealism advertising involves creating digital representations of outdoor advertisements , such as billboards, posters and murals without actually placing them in the physical world. These digital mock-ups are then shared on social media, giving the illusion that the ad exists in a real world location. This trend leverages the power of digital media to create buzz and drive engagement without the high costs associated with traditional outdoor advertising.
One of the top surrealist marketing campaigns that caused a stir was created by Jacequemus. The brand sent giant versions of their iconic bags down the streets of Paris as if they were buses. The incredible technology makes the stunt seem so real and that is a huge part of why it has produced such great results for the brand. At first glance, it is definitely believable that these handbags were actually driving through Paris but on closer inspection, you realise that is probably just CGI. The believability is what makes the campaign successful.
Another example is Herbal Essences takeover of the Eiffel Tower in Paris. With all eyes on France at the moment for the Paris Olympics it is the perfect opportunity to feature the iconic silhouette of the Eiffel Tower alongside their floral shampoo.
What are the challenges and considerations for surrealist marketing?
While surrealist marketing presents numerous advantages, its also comes with its own set of challenges. The primary concern is authenticity. Consumers today are savvy and can quickly detect inauthentic or deceptive marketing practises. Brands must tread carefully to ensure their campaigns are transparent and not misleading.
Additionally, there is the risk of over-saturation. As more brands adopt this trend, the novelty may wear off, and consumers may become desensitised to digital mock-ups. To maintain effectiveness, marketers will need to continuously innovate and find new ways to engage their audience.
The future of surrealism on socials
In the current climate, many of us are seeking escapism and want to find the extraordinary in the ordinary. Bold, dramatic and unconventional approaches to digital media have become a necessity if brands want to cut through the noise from overcrowded social media platforms. By leveraging surrealism in marketing, brands can differentiate themselves, create memorable experiences and establish strong emotional connections with their audience. The surrealist approach allows brands to break free from traditional marketing norms and makes a lasting impact in the consumer’s mind.
We believe that surrealism is becoming the new normal on our social platforms and we can’t wait to see what the next big campaign will be.
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