One of the challenges of advertising is reaching a diverse
audience. To meet the needs of different
demographics, ad agencies will make multiple versions of ads for a campaign, adjusting
the images and copy accordingly.
One way of reaching multiple audiences with the same ad is
the use of lenticular printing. By using
a lenticular top layer, the ad can convey different messages when the image is
viewed at different angles. Though not
new, improvements to lenticular printing have made for higher quality images
and reduced production costs.
Recently, the advertising agency Grey Spain demonstrated an
innovative use of lenticular printing in a campaign for ANAR (Aid to Children
and Adolescents at Risk) Foundation, an organization that advocates for
children’s well-being. The idea is to
deliver differing messages to children and adults.
The outdoor poster features the photo of a young boy. From an adult height (or over 4’5”), the poster reads, “Sometimes child abuse is only visible to the child suffering it.” From this higher angle, the boy’s face appears normal and healthy.
From a child’s height (under 4’5”), the poster reads “If someone hurts you, phone us and we’ll help you.” Visible only to children is an image of the same boy, however at this lower angle, he has cuts and bruises. The lower angle also provides a help line number for children to call for help.
This ad received a lot of media attention earlier this month
appearing on news websites and popular media blogs like the Gawker
sites. While some commenters were
critical of the campaign’s approach, feeling that the release of information on
how the ad works detracted from its purpose.
Grey Spain responded to critics noting that the reblogging of the ad
drew much needed attention to the issue of child abuse, to ANAR, and to the
helpline.
Use of this technology need not all be about serious social
issues. Lenticular printing, now that it’s
becoming higher quality and less expensive, can be used for all sorts of
messaging and product promotion.
McDonald’s has created the ad below which highlights the joy of being
able to devour a Big Mac at any time, day or night.
Notice that the McDonald’s ad works from left to right so
the viewer can move horizontally from one side of the ad to the other to see how the image and messaging change. This creates a dynamic experience for the audience--however, everyone can see the full range of images.
The Grey Spain ad is interesting because it
highlights the potential of using the same ad to market to adults and to
small children, giving different age groups (or height groups) different experiences.
