Alcohol brands have been using the 'drink responsibly' message for a very long time. In effect, they are asking people to consume their product less!

Telecom brands have asked people to use their product less (and connect with the real world). 1/4
2/4 Airline brand KLM launched a campaign in 2019 where they asked people to 'fly responsibly', even asking people to consider taking the train instead of flying (agency DDB Unlimited (Netherlands)! My post from 2019: bit.ly/2Q3fIvx

Now, Levi's joins this brigade!
3/4 Levi's is asking people to 'Buy better. Wear Longer'. In the ad film by the agency AKQA, there's a specific line: "When we buy better, we can wear longer. When we wear longer, we can buy less"! But observe the clever touch: "Buy better", "Wear Longer" have on-screen text
4/4 callouts. "Buy less" does not! And then, "Waste less" has on-screen text callout ('When you buy less, you waste less'). Sneaky, huh? :)

I'd love to see cola brands and sugar-loaded products explicitly telling people to buy their products less. But that seems mighty unlikely.

• • •

Missing some Tweet in this thread? You can try to force a refresh
 

Keep Current with Karthik

Karthik Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!

PDF

Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @beastoftraal

2 May
I see people wondering why some others are still pinning the blame on Modi inviting people to Kumbh and his election rallies since there is inadequate 'data' on the spread from these 2 events. This is less about data and LOT more about perception. 1/10
2/10 Signal 1: In January 2021, at the World Economic Forum, Modi said, "In a country which is home to 18 percent of the world population, that country has saved humanity from a big disaster by containing corona effectively".
3/10 Signal 2: At the end of March 2021, he personally invited millions to the world's MOST crowded festival, with his face in the front. Image
Read 10 tweets
30 Apr
The website of Nintendo founding family's office is truly a marvel. They could have chosen to make a normal website with basic information. Instead, they chose to take all their functional information and put it inside a design that mirrors their iconic game landscape! 1/4
2/4 Remember to switch the sound on, on your device.

The website works well on both mobile and desktop.

To be sure, the user experience, for a website, is bewilderingly confounding, and not optimized for 'ideal' UX. But I assume that is intentional - to make a point.
3/4 The scrolling is in a corny direction but in line with the game design approach. But the designers have thought through this too, to some extent - there is an option on the left menu to make the scrolling normal and improve readability.
Read 4 tweets
30 Apr
I really liked the core narrative device in this ad for the Ooredoo, a Qatari telecommunications company, by the agency FP7 McCann Doha, Doha. The ad film is meant for Ramadan season but it completely moves away from conventional Ramadan-centered narratives. Instead, it
personifies the internet as a child!! There are some lovely touches like the child's 'growth' being compared with internet speed - the child's t-shirt changing to 1 mbps, 3 mbps etc. Things take a dark (based on actual, our very-real experience, of course) turn when people 1/3
2/3 get sucked into fake news and fighting with each other, and these are shown to make the internet-as-child getting very upset about. The ending is fairytale material, but it goes with the Ramadan-season sentiment of general goodness.
Read 4 tweets
29 Apr
I was filling fuel (after what felt like eons) a couple of weeks ago. After filling fuel, while checking the tyre pressure, a guy sitting nearby came to me and asked me if I wanted to do the emission test. I said I'd do it later (presuming my last test hadn't yet expired). 1/4
2/4 After a few seconds, a second guy came to me and told me that my emission test expired in February 2021 and that I need to have a valid emission test to renew my car insurance (he told me the month correctly)! I checked the emission test certificate I had in my car and he
3/4 was right! So I did do the test :) I gathered from Twitter feedback that they may have found this information from the Indian Government's mParivahan app. Though the contextual use the personal data seemed creepy at that moment when a complete stranger came up and shared my
Read 4 tweets
28 Apr
Zomato has filed its Draft Red Herring Prospectus (DRHP) with SEBI today (bit.ly/3dZ6Y5D)
Under 'Risk Factors', point 6 (Page 42) is "Unfavorable media coverage could harm our business, financial condition, cash flows and results of operations". After referring to 1/5
2/5 mainstream media coverage in the first 3 paragraphs, the 4th para exclusively refers to social media.
Specifically, it says, "Many social media platforms immediately publish the content that their subscribers and participants post, often without filters or checks on accuracy
3/5 of the content posted. The damage may be immediate without affording us an opportunity for redress or correction."
That's how important social media is, as a tool. It also demonstrates the need for a formal social media monitoring policy within organizations, a structured
Read 5 tweets
27 Apr
Thread, on holding India's MOST influential, powerful person + party accountable for his/their hubris, arrogance and misdeeds. Much of this is from international media that BJP cannot control (advertising/coercion), but some Indian media as well.
"Last year, in televised appearances, a harsh lockdown was prefaced with messages of a united national resolve against the disease. This time around, there has been no explicit communication from him, instead a series of spirited election rallies where the crowds are large" Image
"the current situation does highlight a clear policy failure on varied counts" —a "policy failure" that comes at the COST of lives of Indians. Image
Read 45 tweets

Did Thread Reader help you today?

Support us! We are indie developers!


This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!

Follow Us on Twitter!