Innovative print ads can be very powerful if executed well - this Coca-Cola ad from Brazil is one successful example. In a more recent example, a Brazilian shoe manufacturer, Asics helped consumers to choose the right shoe by showing three different types of feet. In order to allow consumers to compare their own feet with one of these three types, the company used thermochromic inks on the advertisement. When placing (warm) feet on the pages, the footprint will be shown as the ink changes colour. By comparing the personal footprint with the three standard types, Asics helped potential customers to choose the right shoe type.
Thermochromic inks has existed for many years, but its appropriate and relevant use in advertising has been rather rare. This advertisement, awarded with a Bronze Lion at the 2017 Cannes Festival of Creativity, definitely demonstrated how effective print ads can be – by being both engaging and useful.
Source: Print Power