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创意代理公司在空白广告上花费10,000美元

Wunder - White Christmas ads
+$(Image Credit: Wunder)

+$As much as the holidays are a time for family, you can't ignore the endless ads in the run up to Christmas. So Wunder, an independent Canadian creative agency, decided to buy up $10,000 worth of advertising space and fill its with absolutely nothing but plain white space.

+$The self-promo campaign, called White Christmas, is across various mediums – including print, digital and radio – and offers respite from a deluge of in-your-face holiday advertising for the locals of Halifax, Nova Scotia. (For some ads that aren't just plain white, see our great examples of traffic-stopping+$billboard Advertising)+$. What's particularly interesting about this idea is that it comes from an agency that creates adverts for other people, so it's definitely a new approach to self-promo.

Wunder - White Christmas ads

+$Would you recognise this as an ad?+$(Image Credit: Wunder)

+$What was the thinking behind it?+$Wunder+$creative director Stephen Flynn explains, "The first and most striking visual that came up in the concept phase was a giant blank white billboard...We started to think of it kinda like AdBlock but in real life."

+$Getting the White Christmas campaign into physical spaces was easy, but taking it to the radio airwaves was more of a challenge. The local radio station wouldn't allow the agency to air 'silence' so they had to do with a long pause (that's not really that long). You can watch the campaign come to life and listen to the radio spot in the video below.

+$With no colour, no slogans and no message, The White Christmas campaign could easily have gone wrong. But the timely release of the ads, coupled with the title – White Christmas – and the plain white colour (which suggests snow) combine for a success story.

+$But, it seems another factor might well have had a part to play. "People seem to be really drawn to the absurdity of someone spending money to run a completely blank ad, and they appreciate the bold move," says Flynn. We are not so 100 per cent convinced, but this case, it definitely works.

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