Creative social media campaign

I've chosen #giftpicks social media campaign by REI because, in my opinion, this campaign could teach us how to use social media to cater to company's customers, individualize their experience, and create a meaningful relationship. I think this approach might be considered as revolutionary compare to majority of social campaigns the main purpose of which is just to entertain or inform.

The real mad men

1) The period of 1950s-60s in USA was a new era in advertising and a start for the creation of the new generation of people: restless, reflecting and searching for their identity. Cultural and aesthetic context of that time allowed the new generation to feel free and get inspired. Cinemas were showing Rebel Without a Case and Seven Samurai. At the theater Pulitzer Prize winners were on stage: Tennessee William's Cat on Hot Tin Roof and Eugene O'Neil's Long Day's Journey into Night. And everything was surrounded by jazz. This was the background of this new generation of creative people. And this cultural context was surrounding DDB ads in 50s & 60s.

1970s

I have chosen this 1970's Avon cosmetic brand for contextual analysis, because it was one of the few ads of that time I could find in the archive which used contextual references.