It's all about the feeling.

Tonight I attending a talk on Cannes Contenders/ A Contagious Briefing hosted by Paul Kemp-Robertson (which I highly recommend).  

Kemp-Roberston, showcased some awesome creative (I'm sure most of it will be making headlines next month at Cannes), but he also touched on some key industry trends that groups the best creative together.  

One of the key advertising trends he discussed was empathy marketing - seeing things from your audience's perspective. What this means is being able to understand and place yourself in your audience's position and understand their perspective.

What this come down to is how is the audience going to feel, perceive and react to the creative. Being able to understand your audience will help you target and connect and connect with them. 

One brand, who I think, is consistently able to actually execute empathy marketing is Dove. Last month Dove made headlines with Real Beauty Sketches (Ogilvy Brazil). Now TORKE+CC (Portugal) did it again for the brand. But this time with an emotion packed print ad. 

The Carbon Paper Ad

TORKE+CC