History of Advertising Trust
The History of Advertising Trust archive collects and exhibits British advertising from the past. Their collection exposes times where the advertising industry was less restricted by rules thus was more surprising and creative. Nowadays, ironically even advertisers tend to use an adblocker because they are tired of watching the same boring adverts over and over again, whilst watching ads could actually be a great moment to find new inspiration. We wanted HAT's archive to reach a larger audience and achieve their mission of 'the past inspiring the future' by replacing the Adblocker with the Adswapper. The Adswapper is a digital browser plug-in that exchanges the original adverts with ads from the archive. By showing young creatives the ads they don't want to block, we hope empower them and make ads in the future as good as they were in the past.
The Adswapper would block an ad like this:
To replace it with an ad of the archive, like this one:
And an ad like this..
..would get replaced with this one
Bianca Richards, Josh Mansell, Robbert Lopik
To raise awareness without a budget, HAT's partnering agencies would be asked to post about the Adswapper on their social media accounts. Popular sources like Adweek and Digiday would be contacted and a special issue of the Creative Review, based around ads of the past would be made.