Olly Wood – 3rd November 2011
The greatest campaign the world has ever seen.
It changed the world and how we act. Created over a billion followers worldwide. Was the cause of many wars and many deaths. And over all this time, it has survived.
Yes. You guessed it. The Roman Catholic Church.
This has to be without a doubt the greatest campaign the world has ever seen. Not to mention the longest running. Surrounded by mystery, and history. A campaign promoting a belief.
Loved and hated by many, it continues to evolve and spread itself across all media channels, with a deeply historical story controversial enough to challenge science! It keeps order amongst it’s believers with the 10 commandments and promises entrance into heaven after death.
The branding. A simple cross which symbolises an emotional and meaningful story.
Something so recognisable it needs no accompanying name or line. An icon that gets heavily worshipped and is everywhere to be seen.
The reason I refer to it as a campaign rather than just a brand (as Sir John Hegarty writes in his recent book ‘Hegarty on Advertising’) is because it has an objective to increase it’s followers who then become messengers much like modern salesmen. It’s focussed on increasing it’s brand recognition by being everywhere. Every urbanised area has a place for interaction. Places with information and a service. These places are known as Churches. With leaders / characters all of whom are communicating an idea face to face. It’s specialised TV channels, Radio shows, that continue to preach the idea. There’s taste from the bread and the wine. Even sound. It is a campaign to be lived and breathed. It’s everywhere, there is no escape.
There’s a great deal to learn from this, about it’s magnitude and it’s use of all platforms. It’s story and it’s characters, the way it interacts personally and not just with groups. The emotional content. The way its passed round socially and talked about so much. It’s a sensation that can be felt and absorbed and a good example how everything should be considered when thinking about an advertising campaign.
