What Epica Taught Me About The World

November 16, 2015 / Features

By Alex Reeves

Cultural learnings of the world for make benefit glorious industry of advertising.

I spent last week in a dark, soupy room in a Parisian conference room with a rabble of assorted journalists who had been assembled as the pre-selection jury for the Epica Awards. As the only creative prize awarded by journalists working for marketing and communications magazines around the world, I was proud to be part of it. It has a unique impartiality because nobody in that room had any personal connection to the work we were judging.

Over the week we voted on over 3,000 pieces of advertising. It was exhausting but enlightening. As Epica is a truly international award, we saw entries from the most unfamiliar markets (at least to this London ad industry journalist).

I noticed that not only was there good work coming from unexpected countries, but they also taught me a lot about the cultures that they were made in. Good advertising won’t work if it doesn’t understand its audience, so commercials are a brilliant tool for learning about the world.

I am saving you watching over 3,000 ads here, by bringing you the most interesting and odd ones that you won’t have seen.

 

 

Denmark isn’t making enough babies

Apparently the Danes need a bit of encouragement to make more Danes. There are also some good facts about sex in this campaign. People have 28% more sex in a sunny location on holiday and exercising together increases chances of having sex. Useful knowledge.

 

 

Kazakhstan needs to stand united

I don’t think I’m alone in saying I know very little about Kazakhstan. And I expect Borat wasn’t the most reliable documentary source on the subject. So it was interesting, if sad, to learn that they have serious racial tensions that the government are trying to soothe through nostalgia. This campaign harkens back to the hard times directly after the break-up of the USSR, when the nation pulled together to help each other. The hope is that reminding the people of their past unity will bring the different ethnic groups closer again.

 

 


Lebanon don’t like black cats
…But New Zealand do

Superstition is a funny one, but it’s hard to work out how the black cats being unlucky thing somehow morphed into them bringing good luck. Anyway, this is probably a fictional event, but it’s interesting to learn.\

 

 


Argentina’s mechanics are just like everyone else’s mechanics

Our international jury had a good laugh at these ones. They’re built on an observation that’s valid in every culture around the world – mechanics will always try and fleece you. There’s something reassuring about that.

 

 


The United Arab Emirates have similar taste in films to the West

This was just one execution from a very funny campaign for cinema chain Du. It’s interesting to know that people watch the same sorts of films on the shores of the Persian Gulf as they do in the West. And it’s good to know they find the same sorts of films ridiculous.

 

 

Norway is full of people with good intentions and unrealised dreams

I must admit I have a stereotype about Norwegians being offensively good-looking, outdoorsy, active sorts of people, so when this ad implied that some people don’t go through with their exciting hobbies, it made me feel a bit better about my own lazy lifestyle and lack of staying power.

 

 


Sweden have a very dark sense of humour

It probably has something to do with the dark winters they get, but a lot of the Swedish ads we saw were very gloomy. Even when they’re joking they keep it disturbing.

 

 

But they’re also pretty chill when it comes to sex and sexuality

The Swedes clearly take pride in their social equality and apparently don’t mind taking a subtle pop at Russia, which is undoubtedly a little behind on such issues.

 

 

Russia is a very macho country

This is just one of the many Russian ads we saw in which men were men, in the old-fashioned chest-beating, sausage-loving sort of way.

 

 

Egypt have a strange taboo around saying mothers’ names

To Westerners like me, this seems bizarre. None of jury had ever heard of this taboo before so it raised a number of eyebrows when we first saw it. My mum’s called Sarah by the way.

 

 

Thailand really push the boundaries of advertising

One of the great things about watching advertising from around the world is the abundance of WTF moments. This is one that stands out. Imagine a UK client agreeing to this idea.

Comments (30)

  • Alex Reeves thank you for the good and well shared post also at http://www.taazatadka.com/best-creative-personal-essay-topics-idea-for-your-college-application/ site. Epica is great it have taught me a lot as well, appreciated post this is.

    by Madisyn Marlin on 2018 01 17

  • Very impressive post. And i ike this article so much. Keep sharing these kind of serious stuffs. Keep it up.

    http://www.ledlcdrepairingcourse.com/

    by Shweta Dubey on 2018 06 19

  • Track Royal Mail tracking shipments, packages and get delivery status online using https://www-royalmailtracking.com

    by Royal Mail Tracking on 2018 09 14

  • Container Tracking allows you to track current status of your package/shipment with Shipping Details by entering your Container Tracking Number / Bill of Lading No / Booking Number through http://www-containertracking.com

    by Container Tracking on 2018 09 14

  • Hack any android game by using game modifying tool, Xmodgames. Download Xmodgames apk from https://www-xmodgames.com/

    by xmodgames on 2018 09 14

  • If you use a Microsoft Office service like Outlook, OneDrive, Xbox Live, or Skype, you already have an account. Sign in Create a new account Already entered a product key http://Www.Office.Com/Setup and looking for your software.

    https://www-office-com-setup.net/

    by Www.Office.Com/Setup, Office.Com/Setup on 2019 01 14

  • Microsoft Office setup comes with simple installation and setup processes, which you can complete just. Office setup can easy download and redeem from official site http://www.office.com/ setup.

    http://www.ms-office.us.com/

    by Www.Office.Com/Setup, Office.Com/Setup on 2019 01 14

  • If you’re facing any Microsoft office related issues with MS office Installation, Download and Activation office 365 or another office products, you can call us our tollfree number anytime 24/7.

    http://www.ms-office.us.com/setup

    by Www.Office.Com/Setup, Office.Com/Setup on 2019 01 14

  • We provides a permanent solution to all your Office setup, installation, uninstallation, activation product key issues or Office Relocation and Shifting. For more information about Microsoft Office products, visit our website.

    http://com-setup.com.co/

    by Www.Office.Com/Setup, Office.Com/Setup on 2019 01 14

  • AVG Active Virus Shield was a free antivirus utility made available by Avg.Com/Registration. It’s engine was based on the one used by AVG Anti-Virus.

    https://www.avg-com-retail.com/

    by Www.Avg.Com/Retail, Avg.Com/Retail on 2019 01 14

  • Another Webroot antivirus app whose pro version got a protection rate, the version of Webroot will keep you safe from almost every piece of malware in circulation. Anti-phishing and anti-fraud features help keep you even better protected.

    http://www.webroot-comsafe.com/

    by Www.Webroot.com/safe, Webroot.com/safe on 2019 01 14

  • Mcafee.Com/Activate For Downloading, Installing and activating the McAfee product, visit McAfee website and Get Started with McAfee Antivirus.

    http://mcafee.com-activate.com/

    by Www.Mcafee.Com/Activate, Www.Mcafee.Com/Retailcard on 2019 01 14

  • This was a great post. what you said is really helpful to me and it was really interesting as well. Keep up with your good work.
    http://officesetup2019.com/

    by Johnny Potter on 2019 01 31

  • fantastic blog.. i think it’s very interesting and beneficial website for us.
    http://suites-office.com/

    by Alessia Martine on 2019 02 15

  • If you facing issues related Windows, MS Office or the other Microsoft office software or service? you’ll be able to receive facilitate from Microsoft Office. You can call office tollfree number 24*7 anytime.

    http://www.office.com-setup.com/

    by Www.Office.Com/Setup, Office.Com/Setup on 2019 02 22

  • Mcafee Antivirus Software Protect your PC from virus, spam, spyware, and malware. McAfee provides the latest antivirus software, spyware removal and and one of the best Mcafee antivirus programs.

    http://mcafee.com-setup.com/

    by Www.Mcafee.Com/Activate, Www.Mcafee.Com/Retailcard on 2019 02 22

  • Norton provides the latest antivirus software, spyware removal and Norton internet security software. Purchasing Norton Internet Security Redeem your product key. Enter the product key included with your Norton software.

    http://norton.com-setup.com/

    by Www.Norton.Com/Setup, Norton.Com/Setup on 2019 02 22

  • by alessiamartine on 2019 03 06

  • Download, Install & Activate Microsoft office 365 for home , professional & Business purpose. Also get full technical support for office setup installation. Visit :  http://start-product-activate.com | http://my-officesetup.com | http://en-us-mcafee.com

    by Jaxson on 2019 03 07

  • Avg retail activation is a procedure of activating a avg retail key at avg.com/retail page.
    avg.com/retail

    by Henny Duggal on 2019 03 19

Post a new comment