Successful provocation: These are the best controversial campaigns

In today's information overload, it is becoming increasingly difficult to capture people's attention. Some controversial campaigns have nevertheless managed to leave a lasting impression in recent years. 128 MK readers rated eight campaigns by means of an online survey in August 2016. In doing so, they graded the campaigns between 1 (very bad) and 6 (very good) and indicated what triggers them in their minds.1. every 60 seconds: 4.67 (average score)In 2011, the campaign of the Bund für Umwelt und Naturschutz Deutschland (BUND) drew attention to the fact that an animal species becomes extinct on our planet every 60 seconds. The three subjects show a bear, a seal and a gorilla family being crushed by the hands of a clock.The campaign ...... makes me think: 62.5 %... makes me sad: 40.2 %... piques my interest: 31.3 %... makes me angry: 17 %... encourages me to act: 13.6 %... disgusts me: 6.8 %... leaves me cold: 3.4 %... I don't understand: 2.5 %2. stop aids "love life": 4.31The "Love Life" campaign launched by the Federal Office of Public Health in 2014 showed couples having sexual intercourse. Under the slogan "Bereue nichts" (Don't regret anything), it urges women and men to live out their sex life in all its facets, but to always exercise caution.The campaign ...... makes me think: 45.5 %... piques my interest: 44.6 %... inspires me to action: 19.9 %... leaves me cold: 11.2 %... makes me laugh: 4.31 %... disgusts me: 3.5 %... makes me sad: 2.6 %... makes me angry: 2.6 %... I don't understand: 0.9 %3. the sex of the future: 4.21https://www.youtube.com/watch?v=O925jNVmpOQAm March 3, 2015 Durex announced a new technological breakthrough that will improve sex lives for people around the world. Hundreds of thousands visited the Durexlabs website to find out more and register as beta testers of the new technology. A video was then used to highlight the fact that technology is increasingly influencing our (sex) lives.The ...... campaign piques my interest: 37.4 %... makes me laugh: 31.3 %... makes me think: 28.3 %... encourages me to act: 20.6 %... leaves me cold: 18.6 %... I don't understand: 6.9 %... makes me sad: 2.9 %... makes me angry: 1 %... disgusts me: 1%4. #ManBoobs4Boobs: 4.16https://www.youtube.com/watch?v=Ais88Os_CTgDie Argentinian cancer prevention organization 'Macma' (Movimiento Ayuda Cáncer de Mama) has come up with a somewhat different campaign with #ManBoobs4Boobs: in order to draw attention to the topic of breast cancer prevention and breast scanning, a few male breasts had to be used for the clip. In this way, they circumvented the censorship on Facebook, where women's breasts are not allowed to be shown.The campaign ...... makes me laugh: 39.8 %... piques my interest: 37.8 %... makes me think: 35.7 %... inspires me to action: 21.8 %... disgusts me: 10.9 %... leaves me cold: 6.9 %... I don't understand: 3 %... makes me sad: 2 %5. project graham: 3.46https://www.youtube.com/watch?v=0r9u7Rn-nm0Wie would we look like if evolution had optimized us for car crashes? The Australian Transport Safety Authority explored this question with the help of a leading accident surgeon, a road safety expert and an Australian artist. The result of this collaboration is Graham: a grotesque-looking human-like sculpture, but one that has been thought out in detail.The campaign ...... piques my interest: 41.4 %... makes me think: 38.4 %... disgusts me: 25.6 %... leaves me cold: 11.9 %... I don't understand: 7.9 %... makes me sad: 6.9 %... makes me laugh: 6.93 %... encourages me to act: 5.9 %... makes me angry: 1 %6. unhate: 3.45

The Italian textile and fashion company Benetton has long been known for provocative campaigns. In 2011, the fashion label caused a stir with a poster campaign showing kissing rulers.The campaign ...... makes me laugh: 34 %... piques my interest: 26 %... makes me think: 24 %... leaves me cold: 20.2 %... disgusts me: 14.4 %... I don't understand: 9.6 %... makes me angry: 3.9 %... makes me sad: 1 %... encourages me to act: 1 %7. there is no God: 3,17In 2008, the advertising campaign initiated by British journalist Ariane Sherine was provocative with the message: "There's probably no god. Now stop worrying and enjoy your life." The posters were placed mainly on buses and made it as far as Switzerland at the time, thanks to the Freethinkers Association.The campaign ...... makes me think: 27.6 %... piques my interest: 25.9 %... leaves me cold: 25 %... makes me laugh: 18.1 %... I don't understand: 15.5 %... disgusts me: 6 %... makes me sad: 4.3 %... makes me angry: 4.31 %... encourages me to act: 3.5 %8. calvin klein

This controversial Calvin Klein campaign from 2016 shows, among other things, a picture that lets you look under the skirt of actress Klara Kristina and caused heated discussions. The other subjects also allude to sexual practices.The campaign ...... piques my interest: 30.1 %... I don't understand: 27.6 %... leaves me cold: 15.5 %... makes me think: 14.6 %... disgusts me: 14.6 %... makes me laugh: 9.8 %... makes me angry: 8.1 %... makes me sad: 3.3 %... encourages me to act: 0.8 %How provocative can a campaign be? And where are the limits?"Strong provocation is probably necessary in order not to get lost in the jungle of campaigns. Hurting or personally attacking, however, is below the belt."S. Diana"Depending on the age segment and intended effect, boundaries of morality may be crossed."Knupp André"Provocation n'égale pas VULGARITE et DEMOLITION des VALEURS encore admises par la Société civile."Geninasca Charles, Ecole Suisse de Management (ESM) - Genève"Good campaigns must polarize and provoke, otherwise they end up in the garbage of 95%igen 0815 advertising. Important here: No one should be discriminated against, but criticized (e.g. public figures such as politicians, business leaders, celebrities)."Jurisic Predrag,TRANSLATION-PROBST AG"The limits lie in the defamation of the female sex. If the woman is presented only as a sex object, it does not necessarily animate to think, at least not to think with the head. And such a sexist provocation does not have a goal either."Röser Katja"Ethically it must be correct. Nothing repulsive, racist etc.". Campaigns should make you smile. Not provoke."King Carmen, Catch the queen"It may provoke, but the story behind it must be understood quickly. Take Benetton, for example: I've never understood why a clothing brand has to be so provocative with images that have nothing remotely to do with its product. I don't understand it, and that's why I don't like it. If I have to think about it for too long, the advertising, the message simply doesn't reach me." Kohler Yvonne"Satire may do anything otherwise ethical and moral limits are to be kept to the enterprise (self-imposed)."Rob Sandrieser, Terre des hommes"If a provocation leads to reflection and above all then to action, it is legitimate and appropriate in my view. If, on the other hand, it is about the company's own positioning or fire building, I find it questionable."Kaltenrieder Jürg, MarketingFox"In my opinion, a campaign can take up any topic and show it in a creative and easily understandable way. However, when it comes to implementation, there should and must be no exaggerated staging of violence, religion and sexism. However, there should be room for eroticism or an open view of religion. I would do without violence."Treichler Tobias, St.Gallen-Lake Constance Tourism"Provocation is certainly good if you want to achieve increased attention. It may also transcend certain moral and ethical ideas, as long as no one is directly offended or discriminated against." Meyer Tobias, ModernMedia."If the topics come along with a wink, so some humor, even with serious topics, a certain aesthetic, so also appealing and therefore all in all make you want to know more and encourage you to think."Ferraro Roland"The line must be drawn at discrimination against dissenters and loss of respect!"Keller Gottfried, communicart - the art of communication"When a woman's body is presented like a commodity in a self-service store, for me the line has been crossed."Ofner Ruth, Ofner&Partner"A campaign may provoke as long as dignity and respect are maintained. Regardless, the limits lie with the mechanisms addressed: if triggered unintelligently and clumsily on the "usual" needs (e.g. sex, shock...), this is unlevel - and will jeopardize the goal of the campaign."Steidle C.Hoval, joint stock company"Some people can't stand the sight of blood and collapse at the sight of it, so overly brutal images are probably rather inappropriate, even if they are meant to make you think. However, I haven't seen anyone collapse after seeing a somewhat salacious image, rather the opposite is true. What I found most beautiful was the campaign against breast cancer. Not only does it convey information that may be vital, but it also does an excellent job of showing how undifferentiated the censorship rules of some social medias are."S.Timon"It may provoke, but good taste should not be offended."Müller Charly, C-Norm AG"The limits lie with the viewer. That's why there should be no limits. Only on the subject of religion should clear boundaries be drawn."Breitenmoser Urs"I think it depends on the topic and the objective. If you want to achieve a change in thinking, then a provocative, exaggerated style with a pinch of humor certainly makes sense. But if it's simply a matter of attracting attention at any cost, you should rethink the goal."Rohrer Nadja, Belimo Automation AG"The bottom line is that reverence must be maintained and the message must still be recognizable. The limits lie in the violation of personality, in blasphemy or in belligerent acts."Rava Erich "Apparently you have to provoke today to attract attention - the crasser the better - I personally find a rather negative development...Borderline I find e.g. the campaign of Calvin Klein - could animate potential sex offenders - stop at: too much skin, children & scenes of violence."Brunner Ursula, Mattel AG"Violation of dignity / Irritating to children / Disrespectful."Bosshardt Sabine, Zenhäusern & Partner AG"A provocative campaign needs to be grounded in reality, must be understandable and must not instrumentalize anyone." Schneider Bernhard, Schneider Communications AG"In my view, a campaign can be as provocative as the average viewer can still make a clear connection between the topic and the subject. The more serious and relevant the subject, the stronger the provocation is possible. Things like the CK campaign are, in my opinion, just a sex sells attempt and poorly thought out."Rothfels Ulrike, coUNDco AG