BBDO COMMS PLANNING
BRAND ACTIONS LIBRARY
170 INNOVATIVE CAMPAIGNS FROM THE LAST 2 YEARS
DEFINITION OF A BRAND ACTION
A creative output that transcends the traditional definition of advertising and serves to prove out the brand’s creative idea in the real world.
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ALCOHOL
Le Savoir: Bittersweet
DESCRIPTION:
Stella Artois and The Roots created a music video you can ‘taste’. The video, intended to be paired with a bottle of Stella Artois, is hosted on an interactive website that allows you to alternate between sounds that promote bitter and sweet notes.
LINK: https://musicvideoyoucantaste.com/
STELLA ARTOIS
5
5
SOFT DRINKS
MESSAGE IN A BOTTLE
DESCRIPTION:
This festive season Coca-Cola helped bring Italian friends and families closer together with its Message In A Bottle innovation.
Electronic bottle caps enabled :30 audio recordings that were played back when the cap is twisted.
The special edition bottles were available in two Sicilian stores and given to influencers across Central and Eastern Europe as a test case for future use.
COCA-COLA
EMPTY POP UP
DESCRIPTION:
Minute Maid wanted to strengthen its association with wholesome, happy families by #doingood during the Holidays.
It created a pop up store that sold nothing. Instead it offered people the chance to pen letters to their parents to show their heartfelt appreciation.
LINK: https://www.youtube.com/watch?v=3fWyrIoxOjM
MINUTE MAID
8
8
PACKAGED FOODS
KELLOGG’S NYC
DESCRIPTION:
As the cereal market continued to struggle, Kellogg’s noticed an enticing opportunity to make a splash in the gourmet out-of-home breakfast sphere.
The brand opened an “all day breakfast”-style eatery in Times Square serving mega bowls of their signature cereals with a variety of funky add-ons.
LINK:
http://www.nytimes.com/2016/07/06/dining/times-square-kelloggs-nyc-cereal.html
http://adage.com/article/news/breakfast-takes-big-apple-kellogg-s-cafe/304749/
KELLOGG’S
CANDY THEFT “INSURANCE”
DESCRIPTION:
After a Kansas State student’s tweet about a thief breaking into his car for a Kit Kat bar went viral, the brand showed their bereaved customer that they had his back.
They gifted him with 6,500 Kit Kat bars, filling his car. The brand’s response prompted the student to take the opposite of the thief’s approach, giving out bars to massive crowds of K-State students.
LINK:
KIT KAT
THE EARLIEST SHOW
DESCRIPTION:
Cap’n Crunch found that aside from the kids that eat cereal before school, the brand resonated strongly with Millennial men who snacked on it at all hours of the day, including the middle of the night.
They honed in on this segment’s knack for late snacking by partnering with Funny or Die to create “The Earliest Show,” a fake early-morning talk show that aired in the middle of the night and featured stars from Parks and Rec, Orange is the New Black and more.
LINK:
CAP’N CRUNCH
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12
PETCARE
ART EXHIBITION
FOR PETS
DESCRIPTION:
More Th>n, a pet insurance company, created an interactive art exhibit to encourage cat and dog owners to spend more time with their furry friends.
The exhibition featured a number of installations, including a 10-foot dog bowl filled with play balls, a simulation of an open car window and paintings created in a dog’s color spectrum.
LINK: https://www.youtube.com/watch?v=Q7KGnJPD8s0
MORE TH>N
THE POSTING TAIL
DESCRIPTION:
Pedigree Spain (with the help of Saatchi & Saatchi Madrid) sought to give dogs authority of their own social media pages, rather than their owners who would otherwise post as them.
The “Posting Tail” uses a sensor that tracks a dog’s tail wagging movements. When the sensor detects a strong sense of excitement, it notifies an attached camera, which takes a picture from the dog’s POV and posts it directly to a pre-registered Facebook account.
LINK: https://www.yahoo.com/news/posting-tail-turns-dogs-social-141500007.html
PEDIGREE SPAIN
BARKSHOP LIVE
DESCRIPTION:
NYC petcare brand Bark & Co. launched a pop-up shop that gave dogs the opportunity to browse a store for toys themselves.
Owners downloaded an app before entering the shop, which tracked each dog’s toy(s) of choice and amount of play time (per toy) in the large open space. The apps then gave owners direct links to buy the toys and ship them to their homes.
LINK: http://digiday.com/brands/inside-barkshop-live-pop-shop-pet-pooch-peruse/
BARK & CO.
CATTERBOX
DESCRIPTION:
Temptations, a cat food company, created a ridiculous, but entertaining device that gives cat owners an albeit silly, sense of what their cats are thinking.
The device records a cat’s meows, and “translates” them into human speech. Owners can pre-select their cat’s “human voice,” which will ultimately help to clarify these enigmatic pets’ feelings.
LINK: http://digiday.com/brands/inside-barkshop-live-pop-shop-pet-pooch-peruse/
TEMPTATIONS
#CATSNOTADS
DESCRIPTION:
Glimpse, a U.K. creative collective, created C.A.T.S. (the Citizens Advertising Takeover Service), which replaced ads in a London subway station with pictures of cats.
The collective, which teamed up with the Battersea Dogs & Cats Home, used pictures of the home’s cats to “help people think a bit differently about the world around them, and get inspired to change things for the better,” whether that change entailed adopting a cat from the home or thinking about their loved ones more often.
LINK: http://www.adweek.com/adfreak/all-ads-london-subway-station-have-been-replaced-pictures-cats-173457
GLIMPSE/BATTERSEA DOGS & CATS HOME
DESCRIPTION:
This past summer, Fetch, a U.K. pet store, tackled pet owners’ concerns about their canines becoming dehydrated in the warm sun.
The brand built a massive 2000-liter water bowl in South London’s Kennington Park, offering local dogs the chance to hydrate while splashing around with their friends and owners.
LINK:
http://metro.co.uk/2016/07/15/someones-built-the-worlds-biggest-dog-bowl-and-heres-why-6008298/
FETCH
WORLD’S BIGGEST
DOG BOWL
#LEYDEMIERDA
DESCRIPTION:
Territorio de Zaguates, a refuge for stray dogs in Costa Rica, made pet owners aware of the country’s disturbingly lax laws about animal abuse at a rather unexpected moment.
The non-profit printed the law on dog poop bags in public parks with the headline “Ley De Mierda” (“Shit Law”) in large font, urging owners to post about the law on social media.
After thousands of Costa Ricans posted about the law and generated media buzz, the Costa Rican government unanimously passed a new law heavily penalizing animal abusers.
LINK: https://www.behance.net/gallery/36779325/Territorio-de-Zaguates-LeyDeMierda-(ShitLaw)
TERRITORIO DE ZAGUATES
HEARTS ALIGNED
DESCRIPTION:
Pedigree Australia and Clemenger BBDO ran an experiment to find physiological evidence of the connection between dogs and their owners.
They measured the dogs’ and owners’ heart rates together and apart from one another, drawing two major conclusions: when they’re together, dogs and their owners become calmer, and even more surprisingly, their heart rates sync up.
LINK:
PEDIGREE AUSTRALIA
PET SPA
DESCRIPTION:
This year, PetSmart made its foray into the lifestyle category by developing an all-in-one shop that meets a variety of pet needs.
The Pet Spa “concept store” includes a self-service dog wash, a grooming salon, a pet hospital, a retail space for petcare goods, a coffee bar for pet owners and more.
LINK:
PETSMART
DOG TAXI
DESCRIPTION:
In Brazil, Purina sought to relieve dog owners of the difficulties they often face when taking their pets in taxis (unwilling drivers, bad conditions, etc.).
They sponsored a taxi service for pet owners that included discounted fares, pet-friendly seat covers, and more to accommodate furry, four-legged passengers. For a video spot, they also surprised cab passengers with dogs to accompany them during their taxi rides.
LINK:
http://www.psfk.com/2016/02/easy-taxi-service-purina-dog-chow-discounted-rides-brazil.html
PURINA
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TV SHOWS
FU ‘16
DESCRIPTION:
Netflix opened a real-life campaign headquarters in South Carolina (and launched a campaign website) to promote Season 4 of House of Cards, amidst all the riff raff of primary season in February 2016.
The “campaign headquarters” gave visitors the chance to take pictures, win Frank Underwood gear and more, stirring excitement as political worlds real and fake collided.
NETFLIX
C.A.R.P.
DESCRIPTION:
John Oliver, known for his investigative long-form stories, dug into the predatory debt buying industry on an episode of Last Week Tonight.
To highlight how debt buying companies purchase people’s expensive debt for cheap prices and manipulate borrowers (with little scrutiny), Oliver and HBO created their own firm (C.A.R.P.), which bought $50 million of medical debt for $60,000, and relieved all the debtors of their financial burdens.
LINK: http://money.cnn.com/2016/06/06/technology/john-oliver-medical-debt/
HBO
HOMELAND: SURVEILLANCE MISSION
DESCRIPTION:
Showtime gave viewers real-life hints of what’s to come in season 6 of Homeland, which takes place in New York City and premieres in January 2017.
The “Surveillance Mission” gave fans a map of various locations (see bottom right) where they could access “intel” about the upcoming season on their cell phones and earn an “agency badge.”
LINK: https://thefwa.com/cases/homeland-surveillance-mission
SHOWTIME
ROBOT TAKEOVER
DESCRIPTION:
With the premiere of Westworld approaching, HBO took to the streets of London to add a timely statement to the ongoing public discourse about artificial intelligence.
The network covered models in body paint, turning them into “humanoid robots” that marched around various London landmarks. Shocked pedestrians stared as the robots went about their “lives” on trains, buses and more.
LINK:
http://www.mirror.co.uk/news/uk-news/humanoid-robots-take-over-world-8962442
HBO
“LEGALIZE RANCH” POP-UP SHOP
DESCRIPTION:
Eric Andre, known for his “Time For Some Ranch” shtick (among many other irreverent man-on-the-street bits), capitalized on the bit’s popularity to promote The Eric Andre Show’s fourth season.
Adult Swim opened a “Legalize Ranch” pop-up shop on the Lower East Side that showcased Eric Andre merch, a ranch dressing fondue machine, and other wacky installations.
LINK: http://www.timewarner.com/blog/posts/20160804-legalize-ranch-ushers-eric-andre-premiere
ADULT SWIM
“NO FEE ‘TIL YOU’RE FREE”
DESCRIPTION:
HBO took a play out of one of its characters’ books to promote its mini-series The Night Of.
A la many local NYC criminal attorneys, the network posted a subway ad for fictional lawyer, John Stone, promising subway riders “No Fee ‘Til You’re Free” for a variety of low-level offenses. The website on the subway ad linked directly to HBO’s page for The Night Of.
LINK: https://www.yahoo.com/news/night-hbo-buys-real-subway-ads-show-fake-020742525.html
HBO
NARCOPEDIA
DESCRIPTION:
As eager viewers awaited season two of Narcos, Netflix stirred their anticipation by teaching them about the war on drugs, which set the stage for the show’s plot.
Netflix launched the Tumblr-based “Narcopedia.org,” which took fans through the history of the cocaine trade, as well as various governments’ efforts to derail it. They supplemented the site with “#cokenomics” posts on social media that highlighted the vast scale of Pablo Escobar’s drug empire.
LINK:
http://vast-media.com/cocaine-campaigns-and-more-how-netflix-reintroduced-narcos/
NETFLIX
“CHEATER” CAR
DESCRIPTION:
On the streets of London and New York, Bravo set the stage for a new season of Girlfriend’s Guide to Divorce in dramatic fashion.
The network hired a woman in each city to vandalize a brand new car with phrases such as “Cheater” and “It’s Over” while passersby watched. Later, a distraught “boyfriend” would momentarily drive away, only to return to the crowd of onlookers on a flatbed revealing Bravo’s hand in the hijinks.
LINK:
BRAVO
“WE’VE BEEN THERE”
DESCRIPTION:
This year, Comedy Central reminded South Park fans of just how deeply their favorite show has cut into popular culture in its twenty seasons on air.
The network hired trucks to park in front of various landmarks such as Trump Tower and the Church of Scientology, displaying billboards that featured the show’s incorporation of the landmarks in previous episodes.
This simple, yet clever tactic highlights South Park’s ability to own mental space in major pop culture moments year after year.
LINK:
COMEDY CENTRAL
GAMING THE AMERICAN DREAM
DESCRIPTION:
To immerse viewers in the hedge fund world of Billions protagonist Bobby Axelrod, Showtime partnered with the Wall Street Journal, a favorite read for many finance workers.
The “Gaming the American Dream” experience (via WSJ Custom Studios) teaches readers about the history of the hedge fund market, its meteoric rise in wealth and societal influence, and the major players that dominate (and threaten) the industry today.
LINK:
http://adage.com/article/media/showtime-hopes-cash-billions-native-ad-campaign/302044/
SHOWTIME
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HEALTHCARE
LIFE’S A BEACH
DESCRIPTION:
To show people that they don’t have to be on a beach to be in danger of the sun, CVS Health planted people wearing swim suits lying in sand alongside normally dressed people in public places. These plants will look like they’re ready for a day at the beach, attracting attention for the unusual placement and driving home our “Practice Safe Skin” message.
Passersby are encouraged to pose with the “beach-goers” and take photos/video to share using the hashtag #LongLiveSkin. A video of the event is pushed out on social media.
LINK:
CVS HEALTH
Do you know how much sunscreen to wear? And Where? #LongLiveSkin
AdD
DESCRIPTION:
Daman (UAE's leading health insurer) created a print ad that gave a primarily Vitamin D-deficient population across the UAE some much-needed Vitamin D, by getting them to step out into the sun for a few minutes and see the transformational impact that time in the sun and exposure to natural sunlight can have on their health.
The ad eliminating the need for unnecessary, and expensive, Vitamin D tests that were costing people, Daman and, ultimately, the economy AED 140 million every year.
And in just one month, costs of the irrelevant and unnecessary Vitamin D tests dropped -10% for UAE's economy.
LINK:
http://www.adstasher.com/2016/09/damans-add-print-ad-that-gave-people-in.html
DAMAN UAE
UNSICK DAY
DESCRIPTION:
Healthcare scheduling service ZocDoc proposed Unsick Day—an employer supported day off each year for workers to attend routine doctor and dentist appointments. This preventative health push stems from a recent Zocdoc survey that found 86 percent of working Americans routinely cancel or delay such visits because of job responsibilities.
ZocDoc worked with companies like Virgin Hotels, Foursquare, Oscar and Handy to granting unsick days to employees. They also launched a website allowing interested companies and individuals to get involved.
LINK:
http://www.adweek.com/adfreak/zocdoc-invites-american-workers-everywhere-take-unsick-day-their-heath-173996
ZOCDOC
X RAY CASTS
DESCRIPTION:
To promote Anchor Calci-plus milk and the calcium and vitamin D Anchor says the milk provides to help keep bones strong, the dairy brand is inviting kids to decorate the cast of their broken bones with an image of the break beneath.
X-rays can be uploaded to the campaign website for Anchor to transform into a sticker or kids can have a pre-prepared Anchor X-ray.
LINK:
http://stoppress.co.nz/news/free-milk-and-stickers-how-anchor-hopes-heal-broken-bones-advernturous-kiwi-kids
ANCHOR CALCI-PLUS MILK NEW ZEALAND
SURGEON TRYOUTS
DESCRIPTION:
One of the largest hospitals in western Japan created a disruptive new hiring process the addition of new ‘surgeon tryout’ tasks ranging from the strange to the nearly impossible.
Top surgeons require dexterity, keen eyesight, nerves of steel, as well as the ability to persevere through tremendous stress and pressure. However, conventional medical schools in Japan focus heavily on knowledge from books, and focus too little on essential hands-on surgical practice. This makes it difficult to differentiate between book-smart medical students and those with potential to become world-class surgeons.
LINK:
http://www.adweek.com/news/advertising-branding/ad-day-tbwa-helps-train-medical-students-using-origami-sushi-and-insects-170994
KURASHIKI CENTRAL HOSPITAL JAPAN
IT’S NOT OKAY AND HOME MAGAZINE
DESCRIPTION:
To raise awareness of domestic violence in wealthier households, a campaign It’s Not Okay posed as an editorial in a luxury home design magazine.
A study in the country found that one in four women with a household income over $100,000 per year had experienced physical or sexual intimate partner violence, so domestic violence charity It's Not OK partnered with Home magazine and agency FCB New Zealand to work on a feature about a posh household where all was not as it seemed.
The eight-page spread featured an elegant designer home, found in the wealthy, leafy suburbs. However, within the photos were clues of hidden menace. The final page contained a message urging victims to seek help.
LINK:
http://www.adweek.com/news/advertising-branding/ad-day-magazine-cleverly-hid-dark-message-tour-luxury-home-167156
IT’S NOT OKAY NEW ZEALAND
HOW IS YOUR BODY PERFORMING?
DESCRIPTION:
Bupa How is your body performing is an interactive music video starring iconic band The Futureheads. Each band member represents a different part of the body: the drummer the heart, the vocalist the lungs, the bass the bones and the guitarist the liver, as they perform their hit song Heartbeat. By answering four questions on your lifestyle, the band’s performance can get better or much, much worse.
LINK:
http://theinspirationroom.com/daily/2016/bupa-how-is-your-body-performing/
BUPA LONDON
THIS BIKE HAS MS
DESCRIPTION:
The symptoms that people living with multiple sclerosis (MS) have to deal with are often invisible to others. MS patients don’t look ill, and they can typically live normal, healthy lives. But the effects of the disease can often cause frustration and exhaustion, and be incredibly difficult to explain to others.
Athlete Carol Cooke came up with the idea of building a bike that was particularly difficult to ride — complete with small dysfunctions in the gears, wheels, and frame — to illustrate what it’s like living with MS. Cooke brought together a team of neurologists, physiotherapists, bike mechanics, and MS patients to help design the bike.
The bike was launched as a fundraiser as part of an annual charity fundraiser and was supported with a bike manual and website.
LINK:
http://www.medicaldaily.com/bike-ms-ms-multiple-sclerosis-383127
MS AUSTRALIA
COUPON CODE “DONALD TRUMP”
DESCRIPTION:
Nurx, a startup that prescribes birth control through an app, will give new users credit toward free birth control when they use the not-so-subtle code "Donald Trump."
LINK:
http://mashable.com/2016/12/20/nurx-birth-control-trump/#dF4Cd8HuXmqa
NURX
BACTERIA BILLBOARDS
DESCRIPTION:
Soap brand Lifebuoy has launched some truly grimy billboards. The company's new shopping mall ads are essentially giant Petri dishes in which bacteria swabbed from everyday objects grows before the eyes of passers-by over the course of days.
The end result is a colorful pattern of living bacterial colonies splayed out around their comparatively small source.
The stunt is intended to demonstrate on a super-sized scale the amount of bacteria and fungi that lurk unseen on household items like smartphones, dollar bills and game controllers.
LINK:
http://mashable.com/2016/12/01/soap-bacteria-ads/#rNvwrs1qQkq3
LIFEBUOY SOUTH AMERICA
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AUTO
BLIND SPOT
DESCRIPTION:
To promote the Ford Edge's Blind Spot Information System [BLIS], BBR Saatchi & Saatchi in Israel created a mobile ad that might change how other advertisers see vertical video. The mobile ad appeared on Facebook and features a car driving down a road, right between the black bars that frame horizontal videos viewed vertically—playing to people who can no longer be bothered to turn their phones sideways. It then asks, "Want to see what's in your blind spot?"Two fingers reach out and pull the black bars away, revealing a hidden motorcyclist right in blind spot territory. The ad does a nice job of using vertical video to explain what BLIS is—a feature that lets you see within your blind spots—without having to say much at all.
LINK:
http://www.adweek.com/adfreak/ford-cleverly-uses-vertical-video-demonstrate-its-blind-spot-capabilities-174980
FORD EDGE
THE VIRTUAL LAND ROVER EXPERIENCE
DESCRIPTION:
With this campaign, Land Rover achieved 143% of pre-sale targets on its new model, the New Discovery Sport, over four months before the car was ready. Creatives, technologists, and programmers together created a virtual experience of the car; the resulting tech was then used to promote the Jaguar XE. Capitalising on the adventuring spirit implicit in potential Land Rover customers, the campaign designed an augmented reality app and a handheld visor that could be rolled out in 117 dealerships. The immersive experience resulted in 4,000 pre-orders worth £128m, beating ambitious targets.
LINK:
https://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=9bedc9c3-fbdf-44ba-8d57-c261df1e68a5&CID=A106308&PUB=DMAUK
LAND ROVER
SRIRACHA IN EVERYTHING - The Hottest Lexus IS Ever
DESCRIPTION:
Lexus wants you to know it's the hottest automobile brand around. So, it made a red-and-green, hotter-than-hell Sriracha version of its new Lexus IS sports sedan.
LINK:
http://www.adweek.com/adfreak/lexus-just-made-sriracha-car-and-no-isnt-april-fools-joke-174689
LEXUS
WIFI JACK
DESCRIPTION:
Audi hit the New York Auto Show in March with an insidiously clever tech hack. It set up a bunch of free Wi-Fi networks—Wi-Fi is hard to find at auto shows, and usually password protected—and gave them names that doubled as ads for the A4 (and as attack ads on BMW's 328i as well). The stunt was "a modern version of challenger advertising, where a superior product takes on the old standard," Matejczyk told Adweek. "And marketing being what it is these days, why not offer a really helpful service in the process?"
LINK:
http://www.adweek.com/news/advertising-branding/16-brilliant-outdoor-ads-rocked-real-world-2016-175080
AUDI
THEY SEE ME ROLLIN’
DESCRIPTION:
A recent Snapchat campaign by the brand for the Civic featured a sponsored filter with the car’s outline and the words “They see me rollin.’” It got over 50 millions views and was used over 3 million times.
On Instagram, Honda created three marquee ads, similar to a home-page takeover, that were shown as the first promoted post that visitors see when they open up their Instagram. Then they were served a new Honda Civic video if they check their Instagram account multiple times throughout the day
BuzzFeed, created three 10-second videos that ran on their Discover channel. These videos, with a “New Year’s Resolution” theme, ran as takeover content on the IGN Discover channel, and across other Discover and Live Stories channels.
LINK:
HONDA
CROOVE
DESCRIPTION:
Transportation options in the last decade have shifted dramatically with people moving away from owning their own vehicle to using on-demand services such as Uber and public transportation. Seeing the shift in transportation culture, German automaker Mercedes-Benz has decided to capitalize on the shift through a newly launched service, called Croove, that lets vehicle owner’s rent our their car when its not in use.
Croove is a P2P car sharing service that you can used for any brand or model of car. Owners provide information about their car by creating a profile which asks for information on the type of car, where it’s located and when it’s available for use. The only requirement for car owners is that they have a vehicles in good condition and no more than 15 years old.
MERCEDES BENZ
SELF-DRIVING VEHICLES
DESCRIPTION:
Uber has partnered with Volvo to bring self-driving vehicles to San Francisco. Although these vehicles do have drivers for safety purposes, Volvo’s SUV onboard computer and sensors will do most of the driving.
LINK:
http://www.psfk.com/2016/12/how-ubers-self-driving-cars-could-change-san-francisco.html
UBER X VOLVO
THE ULTIMATE RACE
DESCRIPTION:
Mercedes-Benz and its agency Razorfish teamed up with YouTube influencer and extreme-sport videographer Devin Super Tramp (whose YouTube page has around 4.2 million subscribers) to create a video called “The Ultimate Race!” featuring its 2017 C-Class Coupe racing against a parkour athlete and a radio-controlled car at a parkour obstacle course. The video has generated more than 2.3 million views to date.
LINK:
http://digiday.com/brands/mercedes-benz-uses-influencers-reach-millennials/
MERCEDES BENZ
CASEY NEISTAT: NYC SNOWBOARDING
DESCRIPTION:
Casey Neistat posted a video of himself strapped into a snowboard and being dragged behind a Jeep Wrangler through the snow-swept Manhattan streets.On Facebook, where Casey Neistat has 280,000 fans, the video racked up 23 million views and 270,000 shares in less than two days. On YouTube, where he has almost 10 times as many subscribers (2 million, to be exact), it garnered just 6 million viewers, underscoring Facebook’s emphasis on video.
But what stuck out was Neistat’s Jeep Wrangler. Defying a travel ban placed on the city, the vehicle effortlessly navigated the snow-filled streets leaving many to wonder if it was a native ad for Jeep. After all Jeep positions Wrangler as “the ultimate, all-American, 4×4 freedom machine.” Neistat’s video hit these points perfectly, showing the Jeep effortlessly towing him through Times Square while holding the Red, White and Blue.
LINK: http://digiday.com/brands/viral-video-new-yorker-snowboarding-streets-doubles-unpaid-jeep-ad/
JEEP WRANGLER
BUDDY DRONES
DESCRIPTION:
Mercedes-Benz Vision Van concept offers a look at what the future of last-mile package delivery looks like. The concept was developed as a part of a strategic initiative called adVANce, which aims to move Mercedes-Benz Vans from a vehicle supplier to a delivery logistics solution provider.
LINK:
http://www.psfk.com/2016/09/mercedes-benz-van-delivers-packages-via-drones.html
MERCEDES BENZ
DESCRIPTION:
Y&R New Zealand set up a fake VR experience at the Big Boys' Toys Expo. They put a wonky VR helmet on people's heads and, while they watched a simulation video, actually drove them through a stunt course in a Jaguar. Great pains were taken to make sure none of the participants knew what was really happening, and all of them were pre-screened to make sure they hadn't seen the ride before theirs.
LINK:
http://www.adweek.com/adfreak/jaguar-gave-people-craziest-vr-experience-ever-sneaky-prank-172335
JAGUAR
ACTUAL REALITY
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57
GRAPHIC DESIGNERS
IBM PRIDE LOGO
PAUL RAND
DESCRIPTION:
Paul Rand is an American art director and graphic designer from the early 1900s. During his time, he was one of the first artists to embrace the practice of the Swiss Style of graphic Design. Rand’s most valuable contributions and what he is most known for as a graphic designer are his corporate logo designs, such as, UPS, ABS, Morningstar ad IBM to name a few.
On Jan. 6, IBM rolled out a new logo emblematic of their "pro-diversity advocacy." The company is known for their commitment to the community and is one of the 60 companies involved in the Human Rights Council' Business Coalition for the Equality Act, which advocates for anti-discrimination legislation.
LINK: http://mashable.com/2017/01/06/ibm-pride-logo-lgbtq/?utm_cid=hp-h-1#FJdz09hQoPqw
BACARDI “NOCTURNAL AWAKENING”
DESCRIPTION:
As a modern, urban artist based in New York City - Kenzo’s work is dedicated to synthesizing new narrative forms by unifying traditional storytelling with groundbreaking technology. He has built his brand as a highly conceptual and culturally penetrating artist who has been able to powerfully re-mythologize his subjects through his work.
Bacardi, with its iconic bat logo, was perfectly positioned to own Halloween. Kenzo Digital created an experience for Bacardi that re-imagined the traditional concept of a “haunted house”to unprecedented levels of immersion. Known as “Nocturnal Awakening,” the experience included a two-floor, multi-room labyrinth that brought the bat – the creature most synonymous with the night – to life to tell the ultimate story of metamorphosis. As visitors entered the experience their notions of physical space were upended by a singular, multisensory opportunity to dive deep into their own psyche, through an all at once frightening, thrilling, and captivating experience.
LINK: https://vimeo.com/40190044
https://www.youtube.com/watch?v=w-ygCDOndho&feature=youtu.be
KENZO DIGITAL
POKEMON ZOOLOGY
JOSHUA DUNLOP
DESCRIPTION:
Joshua Dunlop created new series entitled ‘Pokémon Zoology’, which brings life to the original Pokemon characters. It features amazing lifelike visuals of creatures from the animated series. His first three artworks are classics ‘Bulbasaur’, ‘Squirtle’ and ‘Charmander’.
We have all heard of PokemonGo and were ecstatic for it’s release. Now, imagine if these were the physical creatures you got into contact.
LINK:
http://designtaxi.com/news/390088/Artist-Creates-Incredible-Lifelike-Images-Of-Pok-mon/
MAC COSMETICS
LIPSTICK SERIES LOGO
DESCRIPTION:
Alex Trochut is a Spanish artist, graphic designer, illustrator, and typographer who started his career in Barcelona, Spain but is currently based in Brooklyn, NY. With his design, illustration and typographic practice, Alex developed an intuitive way of working that has resulted in his unique style for expressive visual work. Alex believes that typography functions on two levels - “First, there is the image of the word we see; reading comes secondary. As a designer, Alex focuses on the potential of language as a visual medium, pushing language to its limits so that seeing and reading become the same action and text and image become one unified expression.” Some of Trochut’s clients include Nike, Pepsi, Footlocker, Wiz Khalifa, New York Times, MAC and more!
LINK:
ALEX TROCHUT
CHATBOOKS
DESCRIPTION:
Becca Clason is a lettering artist who works with brands and ad agencies to create tactile lettering and stop-motion animation projects. Most of her work utilizes the physical products of the client within the work itself - using food and products to create still imagery and stop-motion videos. Some of Becca’s clients include Disney, Twitter, Hidden Valley Ranch, Tumblr, General Mills' Lärabar,
Time Out New York and Chatbooks.
LINK:
http://www.beccaclason.com/CHATBOOKS
BECCA CLASON
BROAD CITY INTERACTIVE MURAL
MIKE PERRY
DESCRIPTION:
Mike Perry is a designer, brand consultant, animator and overall artist. Many of his works include paintings, drawings, art installations and murals. With his distinct design style, Mike focuses on recognizing that both art and objects go through several stages of change before finalization. Just as objects and art, people also undergo this process as well and during these changes constant discoveries, coverings, uncoverings and learnings are being made.
One of Mike’s most pronounced works are the animated show openers he has designed for the Comedy Central program Broad City. In celebration of the program entering its third season this past year, Perry transferred the digital animation to be more experiential as people came together as a community to paint by numbers and party as they finished the mural.
LINK:
http://www.mikeperrystudio.com/broad-city-1/2016/9/4/broad-city-season-3-interactive-mural-1
GAP AUTHENTICITY
ROB DRAPER
DESCRIPTION:
A designer who has an eye for detail - that is all Rob Draper! His typographical work give off incredibly fine detail which accentuate intriguing depth. One aspect that makes Rob different than any other designer - he uses any piece of physical material as his canvas ( i.e. napkins, coffee cups, erasers, bread, etc.)
The artwork generated for GAP was designed to replicate the authentic, crafted, high quality of Gap belts.
LINK:
http://www.robdraper.co.uk/gap/
SPRITE: OBEY YOUR VERSE
ERIK MARINOVICH
DESCRIPTION:
Even as co-founder of Friends of Type, Erik also works as a designer and letterer within the company. Beginning in 2009, Erik has drawn letters, logos and type for clients, such as, Nike, Target, Google, Sprite, Ford Motor Company, Mohawk Fine Papers and even BBDO NY (Chalk Lettering on Cafe 7)!
This summer, Erik teamed up with Sprite to design 16 limited-edition cans with hand-lettered lyrics from hip-hop legends 2Pac, Missy Elliot, and J Cole - helping Sprite to continue to pay homage to the cultural power of hip-hop.
LINK:
http://www.erikmarinovich.com/
http://artandmotionrep.tumblr.com/post/146368161408/erik-marinovich-for-sprite-too-dope-our-very-own
http://friendsoftype.com/2015/03/hip-hop-hullabaloo-odb/
3D ENVIRONMENT
JESSICA WALSH
DESCRIPTION:
By blending handcraft, photography and painting with digital design - Walsh has created her own unique style and works primarily on branding, typography, website design and art installations. Her artistic style is expressed as "bold, emotional and provocative - with the occasional surrealistic flourish, and her art has been said to look "hand-made and at times quite daring."
As partner of Sagmeister & Walsh, in April 2016 the company created 3d environments inspired by 2d pop art paintings with the help of body painter Anastasia Durasova and set builds by Sing-Sing for their client Aizone. With this concept, they brought psychedelic and constructivist worlds to life, along with trippy optical illusions.
Some of Walsh’s further clients include, Museum of Modern Art, The Jewish Museum, Barneys, The New York Times, Levis, Adobe, Jay-Z, and Aishti & Aizone.
LINK:
https://www.behance.net/jessicawalsh
https://www.behance.net/gallery/41641467/Aizone
TARGET TRIBECA
MURALS
TIMOTHY GOODMAN
DESCRIPTION:
Goodman is a New York City based designer, illustrator and author. Through his vibrant, contemporary design style - he has done work for clients, such as, Airbnb, Google, Ford, J.Crew, The New Yorker, The New York Times and Target to name a few.
Recently, in October 2016 Goodman collaborated with Target in celebration of the opening of their first “flexible store format” located in the Tribeca neighborhood! To appeal to their urban audience and welcome their neighboring customers, Goodman designed a custom mural on the inside walls of the Target store. The mural evoked life in the Big Apple and further enhanced customer experiences when they came to the store to shop.
LINK:
http://tgoodman.com/work/target_tribeca_murals
https://corporate.target.com/article/2016/10/tribeca-opening
DELTA AIRPORT CODE MURALS
CELYN BRAZIER
DESCRIPTION:
Following the popularity of their “dating wall” in Williamsburg, Delta doubled down on murals with their Celyn Brazier-designed airport code mural.
�The mural colorfully showed passersby the wide range of locales that Delta allows them to fly to, with each airport code as its own beautiful cartoon painting
LINK:
JOSE CUERVO 222ND ANNIVERSARY SET
RICARDO CAVOLO & CARLOS CAMPOS
DESCRIPTION:
For Jose Cuervo’s 222nd anniversary, the brand enlisted artists Ricardo Cavolo and Carlos Campos to add their creative flair to 222 limited-edition bottles, as well as a clothing/accessories collection.
The designers drew from their street art backgrounds to put a new spin on Cuervo’s four brand motifs: “the heart, the lady, the music, & the devil.”
LINK:
IKEA x COLETTE COLLAB
SARAH ANDELMAN, JEAN JULIEN & MANY OTHERS
DESCRIPTION:
In a string of high-profile collaborations, Ikea partnered with Sarah Andelman of Colette, as well as a variety of other international artists for a chic twist on their brand visuals.
Andelman seamlessly fused Colette’s high-fashion aesthetic with Ikea’s minimalist design to create beautiful bags. They also partnered with Jean Julien to create a beautiful Ikea-themed art exhibit in a Paris Colette shop.
LINK:
http://en.colette.fr/visit/ikea/?___store=en&___from_store=en
APPLE TERMS &
CONDITIONS COMICS
R. SIKORYAK
DESCRIPTION:
Designer R Sikoryak created a graphic novel around a universal Apple user behavior: nobody reads the terms and conditions of a software update before accepting.
Sikoryak took language from the user agreement, and dropped it into spinoffs of various comics, such as Dllbert and X-Men. Each comic featured Steve Jobs and brought the otherwised overlooked user agreement language to life in hilarious animation.
LINK:
http://adage.com/article/digital/comics-artist-turned-apple-s-t-c-a-graphic/308533/
SHANGHAI AD AGENCY
GIF MAP
HYESU LEE
DESCRIPTION:
For the Shanghai edition of their “City Spotlight” series, Ad Age tapped designer Hyesu Lee to create a map of the major agency offices in Shanghai.
Lee designed a GIF map that both cartoonishly showcases the agencies and speaks to inside jokes/sarcasm within advertisers in Shanghai.
LINK:
http://adage.com/article/agency-news/city-spotlight/310658/
REFINERY29 x ADIDAS�SNEAKERS
SOPHIA CHANG
DESCRIPTION:
Sophia Chang (and 10 other artists) collaborated with Refinery29 to create Adidas Ultraboosts that captured the essence of each state in America.
Chang focused on Arizona, Louisiana, Pennsylvania, Nevada, and Illinois, using popular state icons such as cactuses, alligators, and more.
LINK:
http://www.esymai.com/Custom-Sneaker-Designs-for-Refinery29-x-AdidasRunning
GOOGLE IMAGE SEARCH
DIGITAL PAINTINGS
BARATO
DESCRIPTION:
Barato, a Portuguese environmental artist, cleverly used the Google Image search algorithm to repurpose empty display ad spaces in cities around Europe.
He linked the empty displays to a feature in Google Images that produces rectangles with the dominant color of a given image. Barato created digital paintings out of searches for terms such as “Real Madrid.” “snow,” and “forest.”
LINK:
https://www.psfk.com/2017/08/minimalist-digital-art-made-using-google-image-search.html
GOOGLE STREETVIEW
AI PHOTOGRAPHY
HUI FANG & MENG ZANG
DESCRIPTION:
Google employees Hui Fang and Meng Zang used machine learning to create a software that turned Google’s Streetview feature into a bonafide photographer.
Fang and Zeng designed the software to use Aesthetic Visual Analysis, which repurposed lo-fi Streetview images into beautiful landscape photography
LINK:
https://www.psfk.com/2017/07/ai-turns-google-street-view-into-a-professional-photographer.html
UNIQLO STAR WARS �CAPSULE COLLECTION
KEVIN LYONS
DESCRIPTION:
For their partnership with the Star Wars franchise, Uniqlo UK tapped Kevin Lyons to design a t-shirt collection that captured popular elements of the movie.
Lyons brought his signature aesthetic style to the collection, seamlessly bridging the worlds of entertainment, street art, and
fast fashion.
LINK:
https://www.youtube.com/watch?v=TpgM1fgMQ4w
INK-SAVING LOGOS
SYLVAIN BOYER
DESCRIPTION:
After noticing the sustainability and economic issues with brands overprinting ink, Sylvain Boyer imagined a more socially responsible approach to branding.
Boyer recreated iconic logos of brands such as Coca-Cola and McDonalds, using significantly less ink. His “ecobranding” approach yielded both an environmentally friendly and aesthetically sleek production.
LINK:
https://www.psfk.com/2017/09/famous-logos-rebranded-to-use-less-ink.html
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78
BUSINESS TO BUSINESS
FEARLESS GIRL
DESCRIPTION:
TBD
LINK:
https://www.wsj.com/articles/fearless-girl-steals-the-conversation-1497864600
STATE STREET GLOBAL ADVISORS
DID YOU MEAN MAILCHIMP
DESCRIPTION:
TBD
LINK:
http://www.thedrum.com/opinion/2017/06/29/cannes-lions-2017-demonstrated-b2b-creativity-its-best
MAILCHIMP
NEIGHBORHOODS
DESCRIPTION:
Russia’s largest bank ran a campaign for small business loans using hundreds of outdoor ads, including empty shop windows and billboards, and geo-targeted banner ads, to gather opinions from local residents on business ideas for the neighborhood. It then used this insight to target relevant businesses, both existing customers and relevant entrepreneurs not on their books, who could fill the need (and may need a loan to do it, I suppose…). Data played a key role in every part of the campaign, from gathering the insights, to targeting their audiences to becoming the message itself. Genius.
LINK:
http://www.thedrum.com/opinion/2017/06/29/cannes-lions-2017-demonstrated-b2b-creativity-its-best
SBERBANK
COMPUTER SHOW
DESCRIPTION:
LINK:
HP
COMPUTER SHOW
DESCRIPTION:
LINK:
HP
FIELD TRIP TO MARS
DESCRIPTION:
In 2016, Lockheed Martin began working on a series of engineering projects aimed to bring humans to Mars as part of a larger marketing effort to grow perception of innovation. The problem: the project wouldn’t be finished for 10+ years, leaving them with nothing but a concept to advertise.
To overcome this problem, Lockheed created the Field Trip to Mars - a Virtual Reality simulation of a trip to Mars for children, built inside of a school bus.
After students climb aboard the bus, the windows are suddenly transformed into wholly immersive VR displays of the Martian landscape – and every acceleration, deceleration and turn that the bus made was reflected in the view of Mars that the children experienced.
LINK:
LOCKHEED MARTIN
GOOGLE AI WINS GO
DESCRIPTION:
Google created an artificially intelligent player to compete against the best Go player in the world - Lee Sedol. Google’s AI player won four games to one, despite doubts from the tech community that an AI-enabled player could never beat the best human player.
LINK:
https://qz.com/639952/googles-ai-won-the-game-go-by-defying-millennia-of-basic-human-instinct/
BUTTERFLY DRESS
DESCRIPTION:
Intel worked with two Turkish fashion designers to create an intellegent dress; a dress that is embedded with a proximity sensor that allows the butterflies attached to it, to react to external stimuli.
At first the butterflies flap slowly, then more fervently whenever a person approaches. Finally, the butterflies can release en masse in a dramatic launch triggered either by the approaching person or via a mobile device communicating with the dress over a wireless network.
LINK:
INTEL
REMBRANDT GOES�DIGITAL
DESCRIPTION:
ING created imaging software to scan 346 of Rembrandt’s paintings and then they used the data from those scans to create an all-new Rembrandt painting.
LINK:
https://www.ing.com/Newsroom/All-news/Rembrandt-goes-digital-.htm
ING
IT’S ABOUT TIME
DESCRIPTION:
Technology has advanced incredibly fast over the past 50 years but many office workers think that workplace technology, like conference phones, hasn’t caught up.
Vonage's new marketing campaign, "It's About Time," illustrates how Vonage is bridging this gap by providing modern, adaptive and intuitive communications solutions. To bring the campaign message to life, Vonage took over an office building in Atlanta with futuristic things like holocubes and floating billboards, all with messages that compared the respective technology with outdated office systems.
LINK:
http://www.multivu.com/players/English/7872651-vonage-business-tech-takeover/
VONAGE
CURING BLINDNESS W/ MACHINE LEARNING
DESCRIPTION:
Earlier in 2016, Microsoft began working with the not-for-profit LV Prasad Eye Institute (LVPEI) in India to have its machine learning services analyze patterns among cases and predict the surgical outcome of eye surgery patients.
The collaboration saw Microsoft going through a trove of data — anonymized records of 1.1 million people — and provide doctors with insights into how the blindness spreads in the country, Anil Bhansali, Managing Director of Microsoft India (R&D), explained to Mashable India in a conversation.
The partnership resulted in over 400,000 new patients, see 1.1 million consultations paperless and generate actionable insights.
LINK:
MICROSOFT
XMAS ELF BOT
DESCRIPTION:
To further bring their promise of AI to life, IBM created a Watson-powered shopping assistant that Mall of America shoppers could use to pick the ideal holiday gifts.
E.L.F. stands for the Experiential List Formulator. It's essentially a mobile concierge, an IBM Watson-powered chatbot that asks people things like what they enjoy doing or how long they plan to hang out at the mall, according to VentureBeat.
LINK:
http://mashable.com/2016/12/12/elf-bot-at-mall-of-america/#7WLKSPUCMmqD
IBM
ROCKET BUILDER
DESCRIPTION:
United Launch Alliance is a space flight company that is seen as old and stodgy in comparison to it’s famous competitor, Space X.
To overcome this misperception, a new website to let you virtually build and order your own rocket — assuming you have about $100 million sitting around.
LINK:
http://mashable.com/2016/11/30/rocket-builder-united-launch-alliance/#IMch4bTOMEqw
UNITED LAUNCH ALLIANCE
DREAMCAP BOX
DESCRIPTION:
Tetra Pak marketers reasoned that if its communications focus solely on the technical merits of the new cap design, potential clients will see the food packaging and processing company as nothing more than a packaging supplier.
To shift perceptions, Tetrapack created highly-targeted mailer that illustrated the opportunity for marketers to take their customers on the kinds of adventures the exceptionally large demographic of drink (and soup, and smoothie) consumers crave.
The direct mailer is an interactive jumping off point to a content marketing portal that offers additional design concepts, lifestyle illustrations, and product features to spurn interest and excitement amongst marketers.
LINK:
http://www.dmnews.com/postal/a-b2b-campaign-designed-for-adventure/article/461696/
TETRAPACK
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93
NOT-FOR-PROFITS
DRUNK DRIVING VR
DESCRIPTION:
Presented in both virtual reality and 360 video, this experience takes the viewer on a car ride with his/her “friends”. However, at the end, they learn that not all their friends made it out alive - the viewer is shown an actual potential car crash and made to experience the horrors of what a drunk accident could really look/feel like.
Although controversial, the experience is along the same lines as addiction-breaking “plan your own funeral” type experiences of the 90s.
LINK:
JOHNNIE WALKER
COATS FOR HOMELESS
DESCRIPTION:
Funded by “sponsorships” (a la Make a Wish or Kickstarter), these water resistant coats can be turned into sleeping bags for the homeless.
When it’s not being used it can even be used as an over the shoulder bag, prioritizing functionality.
LINK:
THE EMPOWERMENT PLAN
TRANSGENDER EQUALITY
DESCRIPTION:
To show solidarity with the transgender community, the NYC Commission on Human Rights launched an OOH and social campaign encouraging everyone to look past the pink and blue when choosing a restroom.
LINK:
http://www.slate.com/blogs/outward/2016/06/06/new_york_city_launches_look_past_the_pink_and_blue_trans_bathroom_access.html
NYC
MANNEQUIN CHALLENGE
DESCRIPTION:
Dove leveraged a current social video trend to further exemplify their stance on real beauty.
With a twist to the mannequin challenge, they asked that mannequins start to look like real people vs. real people trying to look like mannequins.
LINK:
DOVE
POP UP MOVIE THEATER
DESCRIPTION:
As a follow up to the gun store pop up, SUPGV wanted to close the gap between sensationalism of violence in the movies and real gun violence. So they invited action movie lovers, who may be desensitized to violence, to watch a film that ended up being graphic depictions of real gun violence.
LINK:
STATES UNITED TO PREVENT GUN VIOLENCE
FIGHTING CYBER BULLIES
DESCRIPTION:
In partnership with Tarte cosmetics, Bystander Revolution started a UGC campaign where people could post selfies of lipstick kiss marks on their hands to show solidarity against bullying.
Posters were encouraged to #kissandmakeup instead of fight with each other online.
LINK:
BYSTANDER REVOLUTION
THE IMPOSSIBLE GAME
DESCRIPTION:
SNCF, France’s national railway company, needed to inspire and recruit a new generation of rule-challenging, fresh-thinking engineers – and so it created an online gaming platform inviting them to take on various challenges to show what they were capable of. Gamers programmed AI robots and smart grid projects; they redesigned the next generation of high-speed trains.
But there was a catch: the final challenge was designed to be impossible. In fact, it could only be completed by those who were prepared to break the rules, hack into the program and rewrite its entire code. It was the perfect initiative test for SNCF’s recruitment campaign – and the perfect end to this interactive story. The proof? Of more than 11,000 gamers who participated in ‘The Impossible Game’ only six passed the final test – and they were so engaged by the experience that all now work for SNCF.
LINK:
SNCF
UNFAIRY TALES
DESCRIPTION:
Millions of Syrian children never get to experience the type of childhood we have. They don’t hear fairy tales and don’t get storytime before bed because they have to flee their homes.
In this video, the common style of fairy tales is flipped on its head to tell the story of one Syrian refugee and raise awareness of what they go through.
LINK:
UNICEF
POVERTY LIVES HERE
DESCRIPTION:
Extreme poverty can live right next door you - you may never know that someone is living in poverty conditions or unsure of where their next meal will come from. To prove the point, The Salvation Army used 360 photos on Facebook to show seemingly “normal” families - but if you looked around, really looked, you could see the reality of their poverty.
LINK:
http://www.adweek.com/adfreak/salvation-armys-clever-facebook-360-photos-show-poverty-lurking-just-out-view-174789
THE SALVATION ARMY
#NOMORE
DESCRIPTION:
Going viral lately are these posters in women’s restrooms across the country - from asking for a particular person to a shot served in a particular style, bars and restaurants are offering women a safe way to get out of a bad situation.
The sharing of posters has become controversial, however, as if they go viral - are they secret/safe?
LINK:
http://www.adweek.com/adfreak/how-poster-womens-restroom-bar-cleverly-combats-sexual-assault-174370
VARIOUS
REASONS TO VOTE
DESCRIPTION:
As usual in a Presidential Election Year, political campaigns and voting campaigns were rampant. This particular video enlisted the voice of over 100 celebrities to help spread the word in a nonpartisan way.
LINK:
#VOTEFORYOURFUTURE
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105
DELIVERY + TRANSPORTATION
VR NEW PLANES
DESCRIPTION:
United partnered with digital creative studio Thinkingbox to create a 360-degree, 3-D virtual tour of the new amenities, which are both onboard the planes and in new terminal gate lounges with day beds, showers, and restaurants.
Using the UnReal 3-D game engine and Oculus Rift’s latest headset and headphones, Thinkingbox build the virtual environments from scratch from CAD renderings and motion-captured CGI characters. The result - while obviously still a computer generated environment--delivers a highly realistic, four-minute experiences of strolling through a plan and a gate.
LINK:
US AIRWAYS
BUZZY FOOTWEAR
DESCRIPTION:
UK-based regional airline easyJet is trying to make it so you don’t have to constantly look at your phone for directions, with a new pair of internet sneakers that signal wearers when to turn left or right by vibrating underneath the respective foot. This way, sightseers’ heads can stay up, taking in the surroundings while they walk, without losing their way.
EASYJET
1960S POP UP STORE
DESCRIPTION:
To celebrate new seasonal service from New York to Palm Springs, JetBlue jumped back to the 1960s - with a “Time Travel Agency” pop-up store in NYC, a retro version of its logo (with ads) and ever a specifically painted throwback plane.
LINK: http://www.adweek.com/adfreak/jetblue-pretends-its-1960s-retro-logo-pop-store-and-airplane-174611
JETBLUE
FIRST CLASS SHOE
DESCRIPTION:
Virgin America made a shoe with all the amenities that first class on Virgin has to offer. Hand crafted in Milan, Italy, this snazzy high-top was assembled to reflect of Virgin’s first-class cabins. White leather, WiFi, mood lighting, video display, USB phone charger, stainless steel airline style belt bucket.
The shoes were auctioned off on ebay for $98,000 and the proceeds went to Soles4Souls, a nonprofit that distributes shoes and clothing to those in need.
VIRGIN AMERICA
POOREST CHILDREN FLY
DESCRIPTION:
LAN Airlines runs a corporate social responsibility program that gives economically disadvantaged children from remote parts of Peru free trips to Lima, the county’s capital. Over five years, the campaign titled “Kids that Dream, Kids that Fly, has helped around 350 of the country’s poorest kids to experience air travel for the first time.
LAN AIRLINES
FLY + REGISTER
DESCRIPTION:
Virgin America began its partnership with Rock the Vote during the 2012 election, becoming the first airline to offer voter registration in the sky. “We thought it was important to remind travelers of the civic importance of voting,” said Abby LUnardini, VP of Brand Marketing and Communications at Virgin America. Voting is our No. 1 civic responsibility, and making it easier and accessible for more people is an important thing to do.”
The campaign continues Rock the Vote’s tradition of appealing to young voters in innovative ways.
LINK: http://www.adweek.com/news/advertising-branding/rock-vote-and-virgin-america-want-you-register-vote-flight-173392
VIRGIN AMERICA
CHRISTMAS MIRACLE
DESCRIPTION:
WestJet worked with Toronto-based creative shop Studio M to put together its fifth Christmas Miracle. The spot is one of 50 pieces of content that the company and agency created to showcase its efforts.
WestJet set up an event through various Facebook support groups to bring Christmas to the victims who lost their homes.
LINK: http://www.adweek.com/news/advertising-branding/westjet-helps-wildfire-victims-its-annual-christmas-miracle-175134
WESTJET
NYC MUSICIANS GIFT
DESCRIPTION:
JetBlue, with creative agency Rokkan, figured out how to recognize buskers and offer them a life changing opportunity. They made a mini film featuring New York City musicians and gifted them a year’s worth of free airfare so they can travel across the world to study their art.
LINK: http://www.adweek.com/news/advertising-branding/ad-day-jetblue-gave-three-hard-working-buskers-nyc-delightful-surprise-173521
JETBLUE
TAUNTING DRONES
DESCRIPTION:
In an ad stunt for UberPOOL, Uber flew drones over Mexico City with signs saying things like “Driving by yourself?” and “This is why you can never see the volcanoes” (the pollution prevents it).
The ads were intended to grab attention and encourage people to carpool via Uber.
LINK: http://www.adweek.com/adfreak/uber-putting-ads-drones-and-having-them-taunt-drivers-stuck-traffic-174136
UBER
STRIPS FOR DRIVERS
DESCRIPTION:
In Russia. Uber gave out business cards that turned into a blood alcohol test that let patrons know if they’re too drunk to drive safely.
The cards, fitted with saliva alcohol test strips were given to customers at a venue. An imbiber could peel off the testing strip, lick it and wait for the result. If it turned yellow, they could drive. If it turned green, they should arrange for an uber.
UBER
RIDESHARE IN ECTO-1
DESCRIPTION:
As part of a promotion around the July 15th release of Ghostbusters, ride-sharing app Lyft and Sony teamed up for a campaign and free rides in San Francisco, Los Angeles, New York, Boston, and DC.
Five Ecto-1 cars - the model feature in the original film - cruised around each of the cities, picking up a handful of lucky riders who clicked the button. The movie’s soundtrack played in the car and the drivers dressed up like ghost busters.
LYFT + GHOSTBUSTERS
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RETAIL
THE TOYCRACKER
DESCRIPTION:
Target aired its holiday spectacular "The Toycracker" during ABC's broadcast of "Frozen" during the holiday season.
The final film is the culmination of the holiday campaign by 72andSunny that the retailer has been building up to since October, when it announced that real-life couple John Legend and Chrissy Teigen would star in a Broadway-style production alongside popular toys like Elmo, Batman, Barbie and the Trolls. The campaign's heroine, a little girl named Marisol, has been featured in Target's broadcast spots throughout the season in various stages of putting on the show.
LINK: http://creativity-online.com/work/target-toycracker/50274
TARGET
RETAIL THERAPY
DESCRIPTION:
Ikea has been making a big effort in Sweden recently to demonstrate how its products are designed for real-life families and households "where life happens."
The retailer renamed some of its products with the words of common Swedish Google searches about relationship problems -- like "husband snores too much" or "he can't say he loves me." So when you type these things into the internet, the appropriate Ikea product comes out of top of the search results -- a couch for the snoring spouse, a blackboard for the reticent boyfriend, a pair of sturdy scissors for the kid who plays too many computer games.
LINK: http://creativity-online.com/work/ikea-retail-therapy/50199
IKEA
AMAZON GO
DESCRIPTION:
Amazon announced Amazon Go, the tech company's latest disruption of the retail industry -- a grocery store where consumers can swipe the retailer's app, take what they want to buy from shelves, and walk out without any traditional check-outs, registers or lines.
Now in beta mode with Amazon employees, the 1,800-square-foot store, selling ready-made meals and grocery staples, should open to the public next year. It is located in Seattle, where the 22-year-old brand is headquartered.
LINK: http://creativity-online.com/work/amazon-introducing-amazon-go/50209
AMAZON
WINDOW WONDERLAND
DESCRIPTION:
Google created a VR experience that gave shoppers around the world an interactive look (and listen) at the dazzling window displays in New York City retail outlets during the holiday season.
They offered a “Window Wonderland” tour, which let viewers check out the sights and sounds of Lord & Taylor’s Enchanted Forest, Santa’s Command Center at Macy’s, and more.
LINK:
EXTREME SHOPPING
DESCRIPTION:
In South Korea, North Face created pop-up shops that gave shoppers free coats...with a catch.
In order to redeem the free coat offer, employees opened a door which revealed a larger 656-foot store through which customers had to zipline.
LINK:
http://www.adweek.com/adfreak/north-face-surprises-shoppers-free-jacket-they-have-zipline-it-174275
NORTH FACE
IN-STORE SYRIAN
HOME INSTALLATION
DESCRIPTION:
In Norway, Ikea used their home display section to drive awareness about the dire living conditions in war-torn Syria.
The retailer created replicas of Syrian homes with 25 square meters of cinder blocks and meager furnishings, including price tags on each item in the home to portray families’ plights and give shoppers the chance to donate to the Red Cross.
LINK:
http://www.adweek.com/adfreak/ikea-built-room-one-its-stores-look-damaged-home-syria-174472
IKEA X RED CROSS
NIGHT AT SONOS LISTENING ROOM
DESCRIPTION:
Sonos gave its music-obsessed fans the retail experience of their dreams.
They partnered with NYC vinyl shop Rough Trade to offer a “Night At The Sonos Listening Room,” in which attendees could reserve a night in the record store on Airbnb. A reservation granted customers access to unlimited vinyl on Sonos sound systems and old music magazines.
LINK:
SONOS X ROUGH TRADE
DRONE DELIVERY
DESCRIPTION:
Amazon Prime Air is bringing packages to customers in 30 minutes or less using its new fleet of drones.
LINK:
http://mashable.com/2016/12/14/amazon-first-drone-delivery/#IZnyYcfvoPqI
AMAZON
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BEST EXAMPLES FROM AROUND THE BBDO NETWORK
HUNGERITHM
DESCRIPTION:
Clemenger BBDO turned the internet’s negativity on its head to bring Australian Snickers fans a clever treat.
The agency created a “Hungerithm,” which tracked angry sentiment across the internet and lowered the prices of Snickers bars at select 7/11s as the web grew “angrier” with news such as Donald Trump’s Republican nominee win.
LINK:
SNICKERS
LOOK ON THE BRIGHT SIDE
DESCRIPTION:
For World Braille Day, AMV BBDO created out-of-home Maltesers ads that gave passersby a sense of what blind people experience each day on the street.
AMV built billboards in Braille that would play audio messages directing vision-able pedestrians to a Facebook link that revealed the Braille slogan.
LINK:
MALTESERS
ELECTRIC SYMPHONY
DESCRIPTION:
BBDO Berlin debuted Smart’s electric E model cars at the Festival of Lights in a spectacular, artistic fashion.
The brand synced the cars with a live performance from DJ Chris Brekker. The cars drove up and down a giant mixer in step with Brekker’s music, creating a corresponding light show by attracting electric volts from nearby voltage coils.
LINK:
SMART
BULLET HOLE TRANSPLANT
DESCRIPTION:
Energy BBDO partnered with the Off The Street Club non-profit to shed light on the gun violence that plagues many of Chicago’s low-income neighborhoods.
They “transplanted” a bullet-ridden windowpane from the Off The Street Club’s West Garfield Park (the city’s most violent neighborhood) office to the front of the Tribune Tower, a staple of Chicago’s downtown area. The site shocked passersby and drew their attention to the violence they often overlook in less-fortunate neighborhoods.
LINK:
OFF THE STREET CLUB
INSTANT DJ
DESCRIPTION:
BBDO New York repurposed Instagram’s Stories feature to turn bored Instagrammers into bonafide DJs.
The “Instant DJ” experience allows users to operate a mobile turntable by skipping between various loops and clips on Instagram stories.
LINK:
http://creativity-online.com/work/bacardi-instagram-stories/50352
BACARDI
KETCHUP ROSES
DESCRIPTION:
BBDO Toronto helped Canadian Doritos fans “boldly declare their love” for their special someones on Valentine’s Day.
The brand released a mock infomercial for Doritos Ketchup Roses, which they offered to deliver in bouquets to various girlfriends and boyfriends in Montreal, Vancouver and Toronto. Although they ran a fake infomercial, they followed through on their delivery offer, capturing the priceless reactions (see video on the right).
LINK:
DORITOS
SMART CUBE
DESCRIPTION:
On behalf of liquor client Martini, AMV BBDO hacked the ice cube to help bartenders improve their bartending service.
They created the “Smart Cube,” which tracks the amount of liquid in a patron’s glass. When the glass nears its final sip, the cube notifies the bartender via bluetooth to bring the patron another drink.
LINK:
MARTINI
BLOWING IN THE WIND
DESCRIPTION:
Clemenger BBDO followed up their famous “Boys” campaign for Bonds underwear with a real-life installation reminding men to protect their “boys” no matter the weather.
They installed a billboard in downtown Melbourne which featured the “boys” (two actors hilariously dressed as testicles) responding in real time to various weather conditions (wind blowing, cold temperatures, etc.)
LINK:
BONDS
MOTO REPELLENT
DESCRIPTION:
BBDO Bangkok took an ingenious approach to tackling Thailand’s mosquito problem, which accounts for a large number of dengue fever cases each year.
They created a “Moto Repellent” device that uses motorcycle exhaust heat to shoot out mosquito repellent from the vehicle for 3 meters.
LINK:
DUANG PRATEEP FOUNDATION
CAPCAM
DESCRIPTION:
BBDO Berlin gave Beck’s a tool that let fans capture all (360° of) the fun they have while drinking beer.
Fans can take the “CapCam” off of Beck’s bottle caps and attach it to their iPhones, giving their phone cameras a full 360° capability.
LINK:
http://www.adweek.com/news/technology/becks-created-360-degree-camera-fits-beer-bottle-cap-171918
BECK’S
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BANKING/FINANCIAL SERVICES
NBA ALL STARS
DESCRIPTION:
BMO Financial, also known as Bank of Montreal, sparked some digital buzz this week by installing a 10-foot-tall ATM in its flagship location, First Canadian Place in Toronto. A message on the towering device made the meaning clear: "The NBA All-Stars Are Coming."
An official sponsor of this year's NBA All-Star weekend, the bank created the ATM to be the height of an NBA regulation basketball goal.
LINK:
http://www.adweek.com/adfreak/bank-set-10-foot-tall-atm-celebrate-arrival-nba-all-stars-169585
BANK OF MONTREAL
ATOM BANK LOGOS
DESCRIPTION:
Atom Bank created 1.4 million logos in a bid to tailor the customer experience ahead of the brand’s launch in the first quarter as it seeks to be a “customer obsessed” organisation
Besides choosing a personalised logo, customers will also have their own personal colour palette which drives the visual experience when using the app. They can also call the bank what they want to – within reason – such as Jenny’s bank or Peter’s bank.
LINK:
ATOM BANK
HEY, FUTURE ME!
DESCRIPTION:
The Middle East's leading bank increased awareness of their children's savings plans by inviting children to think about their futures and record a message to their future selves.
The campaign increased acquisitions for Emirates NBD's children's savings plans, and by attracting schools as partners, it enabled Emirates NBD to extend its retail distribution network to a new channel (i.e. schools) for its children's plans as well as other products like retirement plans and life insurance.
LINK:
EMIRATES NBD BANK
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TOURISM
DESOLATION
AIRBNB + AUDI
DESCRIPTION:
As part of its Emmy Awards sponsorship, the auto brand and Airbnb offered fans the chance to book three-day getaways at the luxury Rondolino Residence in Death Valley, Nevada. The place is so isolated, it has no actual address—just coordinates on a map.
LINK:
VILLAGE PHONE
Graubünden Tourism
DESCRIPTION:
Graubünden Tourism staged a six-day promotion in Tschlin, inviting folks from far away to call the village-square telephone. Each time a resident failed to pick up, the caller would win a Graubünden vacation or other prizes.
During the contest, locals went about their normal routines, but dropped everything to bolt for the square whenever the telephone rang.
LINK:
REACH ACROSS
THE AISLE
JETBLUE
DESCRIPTION:
Playing on the disagreement of the US political scene, JetBlue offered 150 people the chance to win a free round-trip to any of JetBlue’s destinations. The catch – every person had to unanimously agree on the location. If not, no one was going on holiday. By doing so they cleverly advertised the airline’s many destinations as well as improved brand image.
LINK:
https://www.veinteractive.com/blog/15-travel-marketing-campaigns-cant-help-love/
https://www.youtube.com/watch?v=EPurzKVTlU4
MNSTAGRAM BOOTHS
Minnesota Tourism
DESCRIPTION:
Explore Minnesota Tourism tricked out a pair of steel shipping containers for an immersive campaign that invites prospective visitors to "sample" a pair of the state's diverse attractions and share their experiences via social media.
One of the 8-by-8-by-8-foot containers—they're dubbed MNstagram booths—sports a wilderness motif that evokes the state's Boundary Waters region, complete with wispy cattails, a morning mist generator, lilting loon calls on the soundtrack, and best of all, a wooden canoe for faux-paddling.
LINK:
http://www.adweek.com/adfreak/minnesota-box-get-you-visit-state-will-now-visit-you-first-172702
DISCOVER YOUR ALOHA
Hawai’i Tourism Authority
DESCRIPTION:
Rather than just show a two-minute video highlighting the lush greenery, mountain landscape and distinct culture of the islands, the campaign measures viewers' facial reactions through their webcams as they watch, and then offers them a personalized travel package.
LINK:
http://adage.com/article/digital/hawaii-tourism-authority-expedia-partner-campaign/306526/
DOPPELGANGERS
IN MEXICO
MEXICO TOURISM
DESCRIPTION:
Mexico Tourism used acting doubles to show workaholics the adventures they could be having if they could just take the time.
Confronted by people who look just like them, admitted workaholics Ann and Mike are stunned to see films of their doubles partaking in their favorite activities — horseback riding, scuba diving, scenic photography. They repent of their off-kilter work-life balance and were rewarded with tickets to Mexico.
LINK:
http://www.campaignlive.com/article/painstaking-talent-search-results-jaw-dropping-mexico-tourism-film/1389764
PLAY MELBOURNE LIVE
TOURISM VICTORIA
DESCRIPTION:
In a two-month campaign leading up to the Australian Open tennis tournament, Tourism Victoria and Clemenger BBDO are using a Periscope-enabled ball and game-play mechanisms to lure tourists to Melbourne.
The campaign, which aims to provide a live, "go-before-you-go" experience, launched in December and features a series of "games" over two months.
LINK:
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FASHION
THE SIDEWALK IS
YOUR RUNWAY
DESCRIPTION:
The brand’s space in “29Rooms,” “The Sidewalk is Your Runway,” was designed to look like the company’s Bleecker Street location, with a runway where visitors were able to pose with handbags from the newest fall collection and share GIFs of the moments with friends on social media. The luxury designer Michael Kors used a double robot camera for its installation at the event to entertain attendees.
LINK:
http://theticker.org/sidewalk-becomes-runway-at-michael-kors-29rooms-space
MICHAEL KORS X REFINERY29
“LIFE OF PABLO” POP-UP SHOP
DESCRIPTION:
In a series of moves executed to stir up a retail frenzy, Kanye, along with his DONDA crew, opened up a slew of pop-up locales each carrying this season’s highly coveted ‘TLOP’ merch. With a handful of cities playing host, each received it’s very own distinct design, which starred alongside other collection favorites, such as Levi’s-branded denims, Cali Thornhill DeWitt-scribed shirts and “Famous” hoodies, amongst many others. Showing face in support of the man were a small group of industry insiders, namely Ian Connor, Virgil Abloh and Thornhill DeWitt, each who have collaborated stylistically with Kanye himself.
LINK:
http://hypebeast.com/2016/6/kanye-west-the-life-of-pablo-paris-store
DONDA
JADEN SMITH FOR LOUIS VUITTON
DESCRIPTION:
Louis Vuitton, in line with many other fashion houses, took an opportunity to make a gender-progressive statement with its 2016 Women’s Spring/Summer lookbook.
The brand featured Jaden Smith in a skirt alongside female models, showcasing the fluidity of gender in fashion and setting a precedent for other brands to follow.
LINK:
LOUIS VUITTON
YEEZY SEASON 3
DESCRIPTION:
“Kanye West's Yeezy Season 3 presentation at Madison Square Garden — which doubled as an album release party for "The Life of Pablo" — was an event of epic, historical proportions. Not only were tickets made available to the public for fans (it was also live-streamed on Tidal for those unable to attend), but the show also brought the worlds of music and fashion together like few designers had ever done before. Pablo merch was immediately available for sale, which proved that West had the consumer at top of mind; and while the actual collection wasn't exactly groundbreaking — or very good at all, really — it was clear from the get-go that the clothing was just background noise.”
LINK:
http://fashionista.com/2016/02/yeezy-season-3-collection
KANYE WEST
SNOWBIRD
DESCRIPTION:
While it may feel like every fashion label is now making really long commercials that they're calling short films, Kenzo just stepped it up a notch. Tuesday night at the Hollywood American Legion in Los Angeles, the brand premiered “Snowbird” (which you can watch above), a dreamy and surprisingly moving film that explores some heady themes and showcases Kenzo’s spring/summer 2016 line in its 11-minute running time. Creative directors Humberto Leon and Carol Lim tapped filmmaker Sean Baker (who helmed last year’s critically acclaimed "Tangerine") for the project. Shot entirely on an iPhone in the California desert campground Slab City, "Snowbird" stars "Mad Max"'s Abbey Lee as a girl on a sun-drenched, high-fashion quest to share a homemade cake with her off-the-grid neighbors.
LINK: http://fashionista.com/2016/02/kenzo-snowbird
KENZO
2016 F/W COLLECTION
DESCRIPTION:
“Virgil Abloh has established himself as the modern era’s ultimate multi-hyphenate creative….Abloh’s Levi’s Made & Crafted collaboration...best represents his cultural significance...Through embracing intersectional perspectives and melding them with a modern youthful spirit, OFF-WHITE redefines the notion of “classic American style.” Rooted in the very American ideal of believing in yourself and your dreams enough to execute them, Abloh has in a sense become a new Ralph Lauren—the creative engine that not only could, but did.”
LINK: http://www.highsnobiety.com/2016/10/20/levis-made-crafted-x-off-white/
OFF-WHITE X LEVI’S
SEE NOW, BUY NOW
DESCRIPTION:
The rise of see-now, buy-now runways completely shook up the Fashion Week calendar. An increasing number of designers—from Ralph Lauren and Tom Ford to Rebecca Minkoff and Tommy Hilfiger—opted to show current in-season collections that were ready to shop right from the runway, creating a seismic shift in the industry as a whole.
LINK: http://www.harpersbazaar.com/fashion/fashion-week/news/a14169/fashion-week-changes/
RALPH LAUREN, REBECCA MINKOFF, TOMMY HILFIGER
#BALMAINARMY SPRING 2016
DESCRIPTION:
For its Spring 2016 lookbook, Balmain ventured outside of the age confines we usually attribute to fashion models today.
The brand partnered with Naomi Campbell, Cindy Crawford and Claudia Schiffer (who are in their 40s and 50s, respectively), transcending the stereotype of the twenty-something “perfect” model.
BALMAIN
#MISADVENTURES
DESCRIPTION:
After casting Anna Kendrick in a series of spot-on ads, Kate Spade New York is launching a new set of online video spots with Zosia Mamet, Lola Kirke, Kat Dennings and Marisa Tomei that the brand has repositioned as a content series with “seasons” and “episodes.”
LINK: http://www.adweek.com/news/technology/kate-spade-wants-people-watch-its-ads-tv-shows-170402
KATE SPADE
OLD HAVANA
FASHION SHOW
DESCRIPTION:
The Chanel cruise show pushed the boundaries of their consumerism and fashion by placing the show in Old Havana, the capital of Cuba, a socialist country.
LINK: http://nymag.com/thecut/2016/05/chanel-resort-show-cuba-c-v-r.html
CHANEL