Turkey/Syria – As news of the earthquake in Turkey and Syria disappears from mainstream news, London-based advertising agency Recipe has released a new tv advert that innovatively includes a QR code to make it easy for viewers to donate to Turkish NGO Ahbap.
Launched on 15 March, the Together We Can Rebuild advert begins with an illustration of an apartment block crumbling from an earthquake. The disintegrated building blocks then start to rise and take the shape of a QR code while a voiceover that explains the work Ahbap does and how to set up a direct donation. The QR code was developed to help audiences overcome the core barriers preventing them from donating to charities, such as not feeling close to the cause, an obscure donation process or an invasive donating campaign.
This stripped-back, minimalist, 2D animation – embedded with a QR code – is a creative execution for tv advertising formatting. As reported in our Civic Ads microtrend, the rise of climate change and homelessness pushes Post-purpose Brands to turn advertising into a force for good.
Strategic opportunity
Innovative advertising formats for tv can help brands stand out and make a lasting impression on viewers with new types of calls to action augmenting their passive watching experience
