Welcome back to 'Next,' your bi-weekly source of creative inspiration.

Our aim? To ignite your creative spark, and fuel your ability to deliver game-changing ideas to your clients. As it is just the start of the new year and many companies are recovering from Super Bowl, I have covered some of my favourite and relevant campaigns from this year.

Have some ideas or requests for the newsletter? Feel free to share; we're all ears. Enjoy this issue.

Thanks, Shrav and Prophecy's Brand Strategy Team!

Papaya Global’s “Small balls. Big Game” by McCann Tech and OkayStudio

Sector: Fintech

Papaya Global aired its first Superbowl commercial showcasing the launch of its artificial intelligence (AI)-powered platform for executing worker payments.

Goal of the project

To showcase the launch of its artificial intelligence (AI)-powered platform for executing worker payments.

Solution

Papaya, a cloud-based B2B workforce payment company, debuted its 2024 Super Bowl with an ad featuring CFOs skillfully duplicating themselves, lobbing numerous self-propelled ping-pong balls. The whimsical display highlights the efficiency of Papaya's AI-powered workforce payments platform. The message is clear: Papaya Global stands out in automating workforce payments and payroll, providing the output of multiple CFOs. According to Jessica Malamud, VP of brand and communication, standing out was a big reason Papaya decided to do the Super Bowl ad. The employee payments space has become more crowded since the company was initially launched, and other startups have gained ground; name recognition matters in a category like payroll providers.

What this means for you

B2B customers now demand engaging, personalized human experiences. In a fiercely competitive market, brands must effectively communicate their ultimate benefits to distinguish themselves. In Anne's words, "There is going to be no such thing as B2B and B2C; the line is blurring." In a fiercely competitive market, brands must distinguish themselves and communicate their ultimate benefits effectively. If our clients fail to do so, their competitors will. By focusing on sustained brand development, we can position our clients to achieve long-term success and recognition in their respective markets.

More information

E*Trade from Morgan Stanley’s “Pickleball Babies” by 72andSunny LA

Sector: Beauty

E*Trade’s new commercial stars two babies playing Pickleball as a metaphor for the daunting world of securities trading.

Goal 

Introduce more of the Super Bowl’s roughly 100 million viewers to E*Trade and bring them into the Morgan Stanley Wealth Management ecosystem “regardless of where they are in their financial journey.

Insight

Using a Pickleball metaphor for taking control of your financial future. With more than 48 million U.S. adults (or 19% of the adult population) having played pickleball, there’s a large and growing audience that E*Trade could reach year-round.

Solution 

E*Trade released a Super Bowl spot using the fast-growing "tennis for babies, but for adults, hence it should be called 'Wiffle Tennis'" as a metaphor for the daunting world of securities trading. The ad humorously features babies playing against aggressive adults, emphasizing the simplicity of investing with E-Trade. Andrea Zaretsky, CMO of Morgan Stanley Wealth Management, notes that the ad aims to inspire consumers to take control of their finances, aligning with the post-holiday and new-year reflection period.

On Monday, February 12th, E*TRADE from Morgan Stanley hosted its first annual' Money Monday' event, a day punctuated by timely education, self-directed investing tools and offers, and a tent-pole discussion with Morgan Stanley's chief global economist Seth Carpenter and New York Times best-selling author Nicole Lapin.

What this means for you 

Some of the survey results that can be useful to you and or your clients: (Source)

Research suggests Money Monday comes at a critical time for investors. In a recent Q1 2024 study of investors conducted by Morgan Stanley Wealth Management:

• The top financial resolution for 2024 was to learn more about investing, trading, and the markets.

• Despite current income and savings, 73% of investors feel they could be doing better.

• 57% of investors agree that financial jargon hinders their ability to invest on their own.

This exemplifies a powerful collaboration between creative and PR, demonstrating their ability to amplify a brand's presence. E*Trade often uses humor as an emotion to connect with its end users, which is uncommon for a financial company but also a prime example of going against the norm, being bold, and doing it right to stand out from the rest. The brand is singular, constantly activating its singular benefit of ease of use.

More information

Oklahoma Department of Mental Health’s “Fake Happy” by Insight Creative Group

Sector: Mental Health

Oklahoma's Mental Health Department disrupted Super Bowl ad norms, deviating from the happy-life stereotype to emphasize its 24/7 free 988 Lifeline for those in distress.

Goal 

To encourage and highlight how crucial it is to ask for help when experiencing mental health issues and that it’s normal to need help.

Data Point

1 in 5 Oklahomans report having a mental health issue.

Insight

Characters played in the Super Bowl commercials are often portrayed as very happy, contrary to real life.

Solution 

Teaming up with actors Paul Scheer and June Diane Raphael, the Oklahoma Department of Mental Health curated short commercials for automotive, fragrance, sports, and food. The actor shows fake happiness in these commercials, subtly weaving in hints of unhappiness. The spot then delivers a compelling message: "Commercials are fake; what you're feeling isn't." Ending with a call to action for the 988 lifeline number, this campaign underscores the vital need for mental health awareness, even during America's most humorous time of the year. Unlike typical portrayals in social media and Super Bowl ads, the commercial breaks the mold by unveiling the truth behind the facade, providing a refreshing and honest perspective.

The primary objective is to establish a meaningful connection and let others know they don't have to be "fake happy." By using free resources dedicated to Oklahomans, help is available 24/7 and is entirely confidential.

What this means for you 

The campaign shows how an important and sensitive subject like mental health can be brought up and addressed during a Super Bowl commercial. It shows ways for brands to contribute positively to societal conversations and connect with the audience on a deeper level.

More information

Thank you for reading!

Welcome back to 'Next,' your bi-weekly source of creative inspiration.

Our aim? To ignite your creative spark, push you beyond the mundane, and fuel your ability to deliver game-changing ideas to your clients. As always, we'll showcase remarkable work to reveal how a big idea can forge consistent, unforgettable brand work that resonates deeply with the people businesses want to reach.

This issue covers a range of creative work, mainly focusing on breaking away from traditional financial campaigns.

Also! We're crafting the ultimate Prophecy playlist for our new office space. We'd love to infuse it with everyone's favorite tunes. Share your top picks, and let's create a soundtrack that inspires us all!

Have some ideas or requests for the newsletter? Feel free to share; we're all ears. Enjoy this issue.

Thanks, Shrav and Prophecy's Brand Strategy Team!

Wealthsimple’s Martin’s Short’s dat at work by Preacher

Sector: Finance

In effort to reach the audience of young, modern investors, Wealthsimple released a commercial featuring an actor playing a lazy and entitled version of himself giving minimal effort on the set.

Goal of the campaign

Show that Wealthsimple works hard for your money. Wealthsimple wanted to let their target audience - young, modern Canadian investors know that Wealthsimple understands how difficult it can be to build personal wealth in today’s challenging economic climate; hence, Wealthsimple offers a range of financial tools to make their client’s money work as hard as them.

Solution

The big idea here was instead of showing the hard-working people who are always ahead, why not show the exact opposite of someone putting in the least effort? Wealthsimple hired the star of “Only Murders in the Building,” Martin Short, to play the role of a diva who puts in the bare minimum effort as he barely spouts out one very wrong line on a commercial shoot set. i.e., “Your money should work harder than this.” The script is purposefully scripted that way to show that Wealthsimple works much harder for your money than Short did for that commercial.

This hilarious commercial shows Short walking onto the set, flubbing the one line he has, and then is physically carried off by his assistant to a helicopter, which flies him roughly 50 yards to his car.

This commercial runs across national Canadian markets, including Hockey Night in Canada and SNL, connected TV, digital properties, and paid social.

What this could mean for you 

The key takeaway from this example is the power of contrast messaging; highlighting opposites can draw attention to the brand’s positioning and core messaging. The idea is simple and effective.

More information

Banco Internacional’s Do your business without fear by Punto 99

Sector: Online Banking

Banco Internacional lunched a campaign to help people conduct their business without any fear.

Goal of the project

The campaign sought to convey that Banco Internacional provides a secure and reliable environment for conducting business transactions. It is an ideal place for anyone seeking to do business without fear and anxiety. This fear stems from concerns about security, reliability, and complexity in financial processes.

Solution

Punto 99 launched a campaign that addresses customers' fear by showing that they want to help make the banking process friendlier. True the campaign Banco International is showcasing that the customers can carry out all the procedures efficiently and effectively from their online and mobile banking. The campaign features real-life scenarios where individuals and businesses confidently navigate financial transactions, manage investments, and expand their ventures without hesitation.

What this means for you

This campaign underscores the importance of trust and confidence in financial partnerships. By highlighting Banco Internacional's dedication to providing a secure and supportive financial environment, the campaign aims to inspire individuals and businesses to engage in their financial endeavors without fear or hesitation.

More information

Capital One’s “Holiday Night Fever” by GSD & M

Sector: Finance

Capital One released an festive ad bringing the nostalgia of Christmas, reminding the viewers that they can earn 1.5% cash back on every purchase with the Capital One Quicksilver card.

Goal 

Create a holiday-themed campaign that would capture the attention of the audience. Remind the users of Capital One that they will receive 1.5% cash back on every purchase with the Capital One Quicksilver card.

Solution 

John Travolta channels his iconic role as Tony Manero from 1977's Saturday Night Fever, reenacting the famous scene set to the Bee Gees' "Stayin' Alive," strutting through '70s New York City in his classic white suit. However, Travolta adds a playful touch by swapping the white suit for a stylish red one, transforming it into a funky, slick version of Father Christmas that gives a refreshing twist to the traditional holiday icon. This approach diverges from typical bank advertisements, embracing the festive season and creating a more engaging campaign that resonates emotionally by evoking nostalgia for the disco era and the vibrant holiday spirit.

What this means for you 

This innovative approach defies the norms of the financial industry, showcasing how unconventional thinking can result in a campaign that truly connects with consumers.

More information

Vipps MobilePay’s “Makes Difficult Easy” by &Co. / NoA.

Sector: Finance

The campaign emphasizes the brand's ability to simplify complex financial processes, promising to make challenging tasks effortless through its mobile payment services.

Goal of the campaign

The campaign aims to position the brand as a solution that simplifies intricate financial procedures, highlighting its capacity to transform challenging tasks into effortless user experiences.

Insight 

The campaign is based on the fact that people today want their financial tasks to be simpler and more convenient. It aimed to meet this need by offering a mobile payment service that makes complex processes easy and user-friendly.

Solution

The plot revolves around parents watching their kids' gymnastics meet, dodging the responsibility of collecting money for their summer camp. A dad proposes using a MobilePay Box, then surprises everyone by joining the gymnastics routine with ribbons, performing to Bryan Adams' "Heaven." His energetic routine, involving bars and rings, garners applause, and by the end, the group's money arrives through the app.

The effect was created by a pair of body doubles, including 2020 Olympic group all-around champion Laura Traets. The film is currently airing across TV, digital, social media, and cinemas in Denmark and Finland and will roll out to the same channels in Norway later this year.

What this could mean for you 

This is an excellent example of FinTech marketing, which tends to be dry and product-focused. Nordic company Vipps MobilePay breaks the mold.

More information

Thank you for reading!

Welcome back to 'Next'. As Fall is upon us, we're all about capturing the season's essence. We are diving into bewitching Halloween campaigns, savoring that ever-so-beloved Pumpkin Spice Latte, and keeping an eye on the importance of mental well-being.

Our aim? To ignite your creative spark, push you beyond the mundane, and fuel your ability to deliver game-changing ideas to your clients. As ever, we’ll showcase remarkable work in the B2B and B2C realms to reveal how a big idea can forge consistent, unforgettable brand work that resonates deeply with the people businesses want to reach.

Have some ideas or requests? Feel free to share; we’re all ears. Enjoy this issue.

Thanks, Shrav and Prophecy’s Brand Strategy Team!

UNICEF’s “Add some meaning to your Halloweening”.

Sector: Non Profit

UNICEF USA reinvented its Halloween campaign by digitizing its approach. They leveraged cashless payment to maximize the impact for the children.

Background

Every year, UNICEF invites children to trick or treat. Kids get orange boxes for people to drop coins in, and towards the end of the season, they return the boxes to their teachers, who donate to the organization. The money raised through Trick-or-Treat for UNICEF supports critical work — the work UNICEF is doing every day to respond to emergencies like the war in Ukraine, drought and malnutrition in the Horn of Africa and the Sahel, and the child refugee crisis.

Goal of the campaign

Digitize the traditional Halloween campaign to reach a wider audience - GenZ and Millenials. UNICEF sees this as an opportunity to connect the new generation of changemakers to UNICEF’s mission of 'A world that upholds the rights of all children and helps every child thrive.'

Solution

UNICEF ran a fully integrated campaign for the whole month of October 2022. UNICEF created a QR code that takes users to the website, showing the number of ways to get involved. The website also allows downloading and printing out Trick-or-Treat posters that they can use to decorate party spaces or front doors. These posters have that QR code printed on them. There's also a "canister wrapper" that fits nicely around an empty soup can so that people can have a choice — either scan the code or drop some coins in the can. For the digital aspect of the campaign, UNICEF launched a ghoulish filter on Facebook and Instagram that lets the user in selfie mode feel like looking through a peephole. Users can tap the button, smile, and their face morphs into something scary.

All Trick-or-Treat donations will go toward UNICEF's core resources, an unrestricted general fund. This gives UNICEF the flexibility to channel the support wherever it is needed most at any one time.

Result

UNICEF has raised more than $195 million since it first launched back in 1950.

What this could mean for you

This is an excellent example of a nonprofit campaign. UNICEF's Halloween campaign reinvented itself last year and became more modernized for any client looking for a successful example of digitization. This campaign shows the alignment with a cause and how a brand can bring it to life.

Detailed information

https://www.unicefusa.org/stories/trick-or-treat-unicef-2022-add-some-meaning-your-halloweening

The International OCD Foundation’s Escape The Loop by Ogilvy Denmark

Sector: Non Profit

‘Escape the Loop campaign’ is campaign designed to change the perception around the stereotyped term “I am OCD”. It creates awareness around OCD and helps young adults recognize the early signs of OCD so that they may seek treatment before it progresses.

Goal of the project

Increase awareness around OCD to help young adults recognize the early signs of OCD so that they can seek treatment before it progresses.

Insight

With Obsessive Compulsive Disorder, one can experience repetitive, unwanted thoughts, making them feel stuck in a loop.

Solution

The website attached below shares the meaning of OCD and what a person who has one can act like. It shared the three key signs, hinting when the person should get considered treatment. The term ‘I am OCD’ is commonly used due to pop culture. It is thrown around casually when referring to being overly tidy or organized. We fail to realize the severity of this mental health disorder. It causes people to suffer from intensely negative and intrusive thoughts and repetitive actions; the signs start showing during the teen years.

To target the right audience, i.e., teens, visibility on the right platform was the most important thing. Ogilvy realized that teens use GIFs to express a feeling or emotion. GIF, per definition, is also a repetitive loop; hence, the GIPHY-based campaign “Escape the Loop” was created. While most uploads on GIPHY are, in fact, GIFs, it’s also possible to upload short MP4 videos. Ogilvy created over 50 small films, flooding GIPHY with situations covering the most typical compulsive actions, such as opening and closing a door, aligning things, checking that the stove is off, and excessive counting. Ogilvy carried a hidden message about the symptoms of OCD portrayed in every film, followed by a call to action. The agency also tagged each GIF with relevant search terms, which let the message appear in thousands of daily searches on GIPHY. All loops are linked to the campaign site to educate teens about signs of OCD and direct them to local helplines by geo-targeting.

What this means for you

The campaign uses gamification and partnership methods. It highlights relevancy to make the experience relatable and shareable, potentially reaching a global audience. This can serve as a model for how brands collaborate with nonprofit organizations to raise awareness and support important causes.

Result

The campaign organically reached more than one million views on GIPHY before being launched formally during OCD Awareness Week 2022 (October 10 to 16.) The number of views has reached and educated more than 4 million people about signs of OCD. All without any media spend.

Detailed information

https://escape-the-loop.com/

Pumpkin Spice Latte by Starbucks

Sector: Coffeehouse

With will explore the rise and the hype around the iconic drink: Pumpkin spice latte

Background

Starbucks created the annual fall craze of Pumpkins about 20 years ago. In the 1930s, spice manufacturers condensed the list of spices that traditionally went into the pie into a single blend, simplifying things for bakers. So when Starbucks was looking for a new seasonal drink, they brought this spice mix into it and launched it in 2003.

Why did it work

There are a few reasons why the Pumpkin Spice Latte works:

1. It created a seasonality and the lure of a limited-time offer. It marks the start of the fall season.

2. A seasonal offering appeals to consumers’ sense of urgency or FOMO (Fear of mission out)

3. It creates nostalgia surrounding the turn of the season and the upcoming holidays.

4. Through that one drink, Starbucks is not only selling a flavor and an experience.

This highlights how it emotionally resonates with its customers, creating a sense of loyalty.

Maria Vélez Argumedo, a food engineer and researcher at the Cornell Food and Brand Lab, says: “It’s not even about the flavor necessarily, but something that you marked in the consumer’s mind through flavors, aromas, and textures. Everything that evokes nostalgia for the current market — mostly millennials — is huge. It’s a generation that is very attached to their youth.”

The coffee giant is celebrating the 20th anniversary of the pumpkin spice latte with two new seasonal beverages: the iced pumpkin cream chai tea latte and the iced apple crisp shaken espresso.

Result

Starbucks has created a season that has expanded beyond the brand as well. It has affected brands like Tim Hortons, Dunkin Donuts, and Busch-Pumpkin Spice Dog Brew. Jungle Scout, which consults with brands selling on Amazon, found that searches for “Pumpkin Spice” jumped 246% in the 30 days—trending pumpkin spice items including a pumpkin spice graphic T-shirt from apparel retailer Fchich, whose revenue from the T-shirt surged 3,909% from May 24 to Aug. 22, 2023. Another hot item is pumpkin spice-scented wax cubes from SenSationals, whose revenue jumped 574% in that period.

What this means for you

This long-running marketing phenomenon highlights essential lessons that can be applied to various brands, even B2B. Ex. Amex creates a sense of exclusivity with its brand but is at its peak during the US Open.

Detailed information

https://www.forbes.com/sites/michelinemaynard/2013/09/22/how-starbucks-turned-pumpkin-spice-into-a-marketing-bonanza/?sh=30ed732f718a

Speaking of exclusivity…..

ForteBank’s “Transaction Merch” by RA Kombinat.

Sector: Finance

ForteBank launches a new loyalty program - Transaction Merch. Items that cannot be purchased with money, only obtained through specific transactions using the bank's app.

Goal of the campaign

Loyalty programs, especially by banks, are often overlooked. They are taken for granted by customers and tend to be very ineffective. One of the prominent examples of this is a bank's merchandise. Employees are noticed sometimes using the merch, but customers rarely. Customers don't always take pride in associating themselves with banks.

Insight

ForteBank realized that the most valuable things for people tend to be those that are out of our reach. Things that money can't buy, creating a sense of exclusivity.

Solution

ForteBanks decided to launch a new approach called 'Transaction Merch' - items designed by well-known artists that people would want to get. But there is a catch: these items would only be obtained through specific transactions using the bank's app, not for direct purchase. Each item had its price - a particular set of actions within the app (purchase of products, payment for services, or donation to a charitable organization).

What this could mean for you

This is an excellent example of a brand looking to refresh its offerings. The emotional feeling of exclusivity created by the brand promotes brand loyalty. This creative piece of work is a fresh approach in a B2B space.

Result

• The app downloads were increased by 147%

• The total amount of transactions in cafes and restaurants increased by 12%

• A total amount of 38,000 cards were issued online during the campaign. The total quantity increased by 6%

• 10,000,000+ audience reach

• 100,000+ of interactions

Thank you for reading!

Welcome back to ‘Next,’ your source of brand and creative inspiration. Shoutout to Sara Haney and James Ramage for sharing the Klarna and Les Bleus campaigns.

Please feel free to send any recommended inclusions or requests! 

Thanks,  

Shrav and Prophecy’s Brand Strategy Team

Klarna’s ‘Smoooth campaign’ by Nord DDB.

Sector: Fintech

Klarna launched “Smoooth,” which dramatizes to describe its end-to-end payment solution experience.

Background

Klarna, a fintech company, is transforming customers' online shopping habits. The company allows online shoppers to buy from significant retailers. It enables the customer to divide their payments into four interest-free installments. One of the critical points of Klarna's success story is that it puts its customers at the center of the brand. They transformed themselves through consumer-grade creativity.

Klarna always puts its reinvented brand first wherever customers interact with the company. This campaign has developed the brand's emotional bonds with shoppers. Klarna has stepped away from the typical logic-driven and formal marketing style often found in the fintech sector. For this campaign, Klarna also teamed up with celebrities like Snoop Dogg (or "Smooth Dogg") and Paris Hilton.

Goal of “Smoooth” campaign

To show online shoppers that Klarna provides very smooth end-to-end payment services.

Solution

Klarna is known for its “smoooth” campaign. It highlights the simplicity and ease of using the application. The campaign involves a series of odd, quirky, whimsical videos that exaggerate & dramatize the feeling of smooothness. One of the most popular videos is that of a dog swimming (or is it a dog..?!). Within a week, the video gained over 30 million views on Facebook and Instagram. The execution of the swimming dog video is so realistic. Animal rights activists contacted Klarna, criticizing it for a video featuring an animated wish on a slide.

Result

The dog video was mentioned by online magazines such as Allure, Teen Vogue, and Cosmopolitan. It also reached the number two spot on Reddits most popular list.

What this could mean for you

You can push your clients to go for bolder creativity. They must do groundbreaking work to be the leader and stand out. Ordinary work will lead to typical results. Klarna, today is known as the creative disruptor. It has been breaking the traditional fintech branding with its creativity and boldness. The company has embodied pink, which is uncommon in the industry.

Klarna’s fresh approach to branding establishes a strong foothold in a saturated marketplace. It has created a brand that consumers can connect with. Klarna goes above and beyond to create experiences that suit the preferences and personalities of its users. Klarna is an excellent example of how brand strategy and creativity drive business. A brand can be placed as a lens to solve business challenges; to do that, you need a strong brand.

Detailed information

https://nogood.io/2021/02/23/klarna-marketing-strategy/

Orange’s The Compil des Bleues campaign by French creative agency Marcel.

Sector: Sports

Using deep fake technology, Marcel made viewers believe they are watching men’s soccer games, not women’s.

Goal of the project

Demonstrate gender equality in soccer. 

Insight

There is a perception that women's football is less thrilling or technically proficient than men's.

Solution

Many football 'fans,' are yet to watch women's football, have strong opinions about the level of the players. Marcel launched a short film that started like any typical ad, showing men playing soccer. Halfway through the 2-minute-long ad, the video reveals its use of deepfake technology. Video overlays male players onto the physiques and highlights of their female counterparts. The campaign message "At Orange, when we support Les Bleus, we support les Bleues" pertains to the French men's national team nickname. The ad was first posted in late June in anticipation of the 2023 FIFA Women's World Cup.

What this could mean for you

This is an excellent example of how a brand can use technology to create an impact. With the emerging AI market, there are countless opportunities to apply the technology.

Detailed information

https://www.adweek.com/creativity/orange-draws-praise-for-ad-challenging-prejudice-towards-womens-soccer/?mc_cid=a0a38a4020&mc_eid=3d00b1106a

Sandy Hook’s “Back-To-School Essentials” by BBDO NY.

Sector: Non - Profit

In the lead-up to back-to-school days, Sandy Hook highlighted its mission of preventing school shootings.

Background

Sandy Hook Promise is a nonprofit organization that operates nationally. It was established and is guided by family members who tragically lost their loved ones to gun violence at Sandy Hook Elementary School on December 14, 2012. This organization seeks to pay tribute to the victims of gun violence by using their tragedy as a catalyst for change. Their primary objective is to equip young people with the knowledge to identify warning signs and to bring together individuals who prioritize safeguarding children and communities. Their ultimate mission is to prevent gun violence and end the heart-wrenching loss of life.

Goal of the campaign

Protecting America’s children from gun violence in honor of the precious lives lost at Sandy Hook Elementary School.

Insight 

Back-to-school time has been a reminder of the fear of possible violence at school rather than a time of nervous excitement.

Solution

The ad highlights the anxiety and fear students face in the reality of school shootings. The video starts as a cheery and often-familiar back-to-school ad. Students show off must-have items like backpacks, jackets, and binders. But, as the ad unveils, it reveals how the shopping items are instead used to survive a shooting. Like - A skateboard breaks a window so students can escape the shooter, and a jacket can tie the door so on-one enters the room.

According to Sandy Hook's research, warning signs are exhibited before their deadly attacks in almost every documented case of active shooters. You can prevent a tragedy when you "know the signs" and get help. Sandy Hook has a program that teaches students, teachers, and parents to learn these signs and save millions of lives.

What this could mean for you

This is an opportunity to show your clients the impact of a conceptual ad. It’s a classic, self-contained ad that delivers a provocative and emotional punch in the gut. Topics like gun violence are not easy to talk about. Campaign messaging around these topics can be tricky and complex, but the “Back to School” spot has a flawless execution.

Extra

Here is another campaign that the non-profit

Result

26M views in the first 24 hours

80M views in total

3.9B media impressions

Covered by every major media outlet

Companies like Walmart took a stand against the violence to promote peace: Walmart said it would stop selling certain kinds of ammunition, discourage customers from openly carrying guns in its stores and encourage debate around gun reform legislation.

Detailed information

https://www.sandyhookpromise.org/back-to-school-essentials-psa/

Totally Moneys’s “You'll Totally Get There” by St Luke’s.

Sector: Finance

Totally Money has kicked off its first work-for-credit app, TotallyMoney, with a TV & Online campaign demonstrating how people can climb higher and reach their goals with the proper guidance and support.

Goal of the campaign

Show viewers that Totally Money can help them reach their goals.

Data Point

Recent TotallyMoney research found that 20 million adults are financially under-served, growing by 50% in just six years.

Insight

Proper guidance and support can help people climb higher and reach their goals.

Solution

Totally Money believes customers' data should work for them, not against them. The fintech provides five million customers with a free, live credit report and personalized alerts. This will help customers improve their scores and show what might hold them back. This ad shows how TotallyMoney's free credit report and customized plans are relatable to many people.

The vibrant animations depict a range of individuals. They have their aspirations, starting their journey using symbolic rope ladders. They ascend towards their goals, represented as targets suspended in the clouds. The animation features a gentle pastel style to create an inviting atmosphere. This style accommodates a variety of aspirations, while the tagline "You'll get there" motivates and encourages viewers.

What this could mean for you

This serves as an excellent demonstration of "walking the walk." The campaign effectively showcases its distinct offering through this creative approach. While not exclusive to the finance sector, the animation's soft style makes for a visually captivating selection artistically.

Detailed information

https://www.lbbonline.com/news/totallymoney-campaign-help-consumers-climb-towards-financial-dreams

Thank you for reading!

Welcome back to ‘Next’. In this issue, we are showing the power of big branding ideas that drive extraordinary PR results/ metrics. We have highlighted some of our favorite B2B and B2C big ideas that have driven earned media in surprising, delightful ways.

For those looking to go a little deeper and truly understand the power of branding on value creation. We've made a special deck and video HERE.

Please take a look at recording and reach out with any questions.

Please feel free to send any recommended inclusions or requests for the next issue! 

Thanks,  

Shrav and Prophecy’s Brand Strategy Team

1. Marc Ecko’s ‘Still Free’ by Droga5.

   Sector: Clothing

Droga5 staged a video where a group of graffiti artists tagged Air Force One. The goal was to boost Marc Ecko's brand. They did so by displaying its graffiti heritage and street credibility. This campaign drove over 115M audience, while being covered by over 100 News outlets.

Watch the video here

Goal of the campaign

Reinforce Ecko Unltd's graffiti heritage and street cred after several years of becoming increasingly mainstream.

Insight 

Let the graffiti artist tag the most impossible location in US.

Solution

Droga5 chose the most audacious location for a graffiti artist to tag - Air Force One. They orchestrated a video featuring a group of artists carrying out the act. After the video was produced, it was intentionally "leaked" to the public as breaking news. Within two weeks of its release, the video garnered an impressive 23 million unique views. It became one of the first successful viral ads and was reported on by more than 17,000 global news outlets. Droga5 created a sensation with a two-minute video, with no advertising costs. The video was so impactful that the Pentagon had to deny its authenticity three times. Additionally, this marketing approach revitalized and revitalized the Ecko Unltd brand.

Result

23 million unique in two weeks

17,000 global news outlets

Over 100 major news outlets

Total Audience: 115 M+

What this could mean for you

This is a fantastic example to show your clients how they can not only spent $0 dollars on media but also earn millions in the long term. And all it takes, is a great idea. A great idea goes a very long way, it can generate incredible PR. The campaign insight is that it leaned into the authenticity of the brand to revitalize itself. This campaign shows that a good idea catches attention across all the channels, offline and online.

Detailed information

https://droga5.com/work/still-free/

2. Spotify’s ‘Wrapped' campaign.

   Sector: Music

Spotify Wrapped enables users to see a compilation of their activity data on the platform throughout the year.

Watch the video here

Goal

Spotify Wrapped was started to promote Spotify and experiment with the available data.

Background

Spotify Wrapped has been around since 2016. It was initially was shared on a micro website sent by an email. Jewel Ham, an intern at Spotify in 2019, recognized the untapped potential of Wrapped. She pitched the idea as part of her internship project. She knew GenZ wanted interactive experiences, to scroll and share their opinions online. And she gave them the opportunity to do so. Wrapped extended to an interactive user experience from just website link.

Insight

Jewel realized that Wrapped not only summarizes your music choices but also promotes reflection.

Solution

Spotify taps into this powerful human behaviour that we love learning about ourselves. Jewel helped covert Wrapped from screenshot to a shareable content. They converted all the users of the app to brand influencers. The entire campaign was centered around the idea of “FOMO effect” (FOMO = fear of missing out). Spotify Wrapped shows:

- A slideshow of the songs and artists you've listened to the most.

- How many minutes you spent listening to music, and what new music you've discovered.

- How many artists you listened to and which artist you listened to most, complete with percentile rankings.

It also gives you a chance to share this data with others through your social media. Wrapped is unique because it shows and shares your data but without making you feel unsafe about it. It gives the data to its users and encourages them to share everywhere with everyone. There is also a new form of Wrapped for the creators/artists, where they can see data on their listeners. Spotify Wrapped offers a Snapchat lens that reflects users' Listening Personality. They can enjoy special Wrapped-themed apparel for Bitmojis and custom Wrapped-themed GIFs available on GIPHY. The music we stream can tell us so much about ourselves and the different experiences and passions we shared over the course of a year, and we’ve learned that this is something special. Not only do people want to see their listening trends on Spotify, but also they want to share them.

Spotify Wrapped collaborated with Roblox to launch Spotify Island. It is a sound paradise where fans and artists can hang out, complete quests, and access merch.

Results

Spotify Wrapped was responsible for increasing Spotify's mobile app downloads by 21% in the first week of December. In 2021, Spotify reported 120 million users engaged with Wrapped. While 2021 might have been a banner year for the Spotify Wrapped campaign, 2022 has been even bigger. Total volume of posts, engagements, potential engagements and unique authors hit double-digit percentage increases over 2021 with the first three days alone bringing in over 400 million Tweets.

What this could mean for you

Brand is an intangible asset, it carries a value but that value is difficult for investors to put a number on. Spotify wrapped is perfect example to show such clients. Wrapped has turned into a festival. The campaign has tapped into the user’s culture. It releases Wrapped during the festival season every year (December). At the end of the year, when we reflect on our experiences, Spotify seamlessly became a part of this reflection. This is the prime example of using data but executing it in a way that makes every user feel safe. The brand has successfully converted all its users into influencers of the brand. The campaign also creates a sense of community. This great idea has helped the brand differentiate in the space. Elaborating this original Wrapped was a simple but one of the most impactful ideas that has generated brand engagement, long term brand loyalty and differentiation for Spotify in just one campaign. And the amount of PR this has generated since its start is noteworthy, every media outlet has been covering this campaign for years now. This shows how a company can tap into the current cultural moments to keep its relevancy. Spotify Wrapped makes participating in this culture even easier.

Detailed information

https://www.smartling.com/resources/101/spotifys-wrapped-brand-experience/

3. The Great Schlep - Obama’s presidential campaign by Droga5.

   Sector: Politics

Droga5 launched ‘The Great Schlep’ to influence the elderly Jewish voters in Florida. They did so with the help of younger generation i.e their grandkids. The deliverables that were video and a website generated 342M Media Impressions.

Watch the video here

Goal of the campaign

In 2008, elderly Jewish voters were leaning towards voting for John McCain. Droga5 wanted to encourage them to vote for Obama instead.

Insight

Bridge the generation gap. Encourage elderly Jewish voter’s pro-Obama grandchildren to visit and talk to them about Obama.

Solution

Droga5 asked the comedian Sarah Silverman for help and created one of the most viewed videos of all time. They asked her to create a video encouraging young Jews to go to Florida and persuade their grandparents to vote for Obama. The campaign began with a website that informed, connected, and inspired voters to vote for Obama. They also launched an online store selling merchandise.

Result

Millions viewed the video, 26,000 members united online and thousands of media outlets covered The Great Schlep.

It was the first time in 12 years a Democratic nominee won Florida.

The campaign was covered by every major TV Network, newspaper, and blogs.

342M Media Impressions.

Obama won Florida by 170,000 votes (51% vs. 49%) and received the highest elderly Jewish vote in 30 years.

What this could mean for you

This is one of the biggest examples of an impact story. It shows how a great idea can make history. It is unconventional and very bold, but it definitely paid off. They incorporated a comedian into a serious campaign like elections which is uncommon, but it shows how the brand thinks differently than others. This shows how a big idea influences the way a person thinks. This idea helped generate unexpected results that were covered by multiple medias.

Detailed information

https://droga5.com/work/the-greatschlep/

https://www.oneclub.org/portfolio/view/-5857/the-great-schlep

FYI…. Schelp = (yiddish verb) to drag oneself

Thank you for reading!

Welcome back to ‘Next,’ your source of brand and creative inspiration. In this issue, we highlight some of our favorite Pride campaigns and also a great example of an AI campaign.

Please feel free to send any recommended inclusions or requests! 

Thanks,  

Shrav and Prophecy’s Brand Strategy Team

1. Mastercard’s ‘True Name’ by McCann.

   Sector: Finance

A couple of years back Mastercard launched a card feature called “True Name”. This lets credit card users choose the first name, that appears on their cards.

Goal of the campaign

Mastercard is providing accessibility to the transgender and non-binary community. So that they can change their names on their credit cards. They are often at risk of being denied services, sometimes harassed, and even assaulted. Mastercard aims to provide them with a safe space where they can be their true selves.

Insight 

For cardholders in the LGBTQIA+ community, simple everyday transactions are a painful. They are a reminder, that the world doesn't see them as who they truly are.

Solution

The transgender and non-binary community feels unsafe while shopping. Mastercard released a new feature for its cardholders called “True Name”. It aims to ease uncomfortable and unsafe encounters at checkout. The community members feel frustrated showing an ID that doesn’t reflect their identity. The process of changing the ID is often time-consuming, expensive, and uncomfortable. “True Name” lets customers use their true first name on their cards without requiring a legal name change. Mastercard helped the community incorporate their chosen name into their daily life. Even a small offering like this can have such a big impact on people’s mental health and their identity.

Result

2 Billion Impressions

3000% increase in positive sentiment for the brand

3 other brands -Citi, BMO Harrisa and Superbia have released true name cards.

What this could mean for you

Your clients who are supporting the LBGTQIA+ community can offer a simple gesture to form brand loyalty.

Detailed information

https://www.mastercard.us/en-us/vision/who-we-are/pride.html

2. American Express’s Proudly Backing by Ogilvy.

   Sector: Finance

Amex wanted to support LGBTQ+ network for Pride Month at a global level.

Goal of the project

Show American Express’s support towards LBGTQIA+ community.

Solution

The brand wanted to show its support to its LGBTQ+ network for Pride Month at a global level. Amex powerful backs all its members and employees, no matter who they love or how they identify. The campaign originally started on social media and evolved into a global platform. Lizzo, the same year was listed in Adweek's top influencer of 2019 list. She wanted to put on a special concert at New York's Times Square Edition hotel to celebrate pride. All proceeds were donated to Stonewall Community Foundation, which supports the LGBTQIA + community. American Express was chosen as the host band for the performance. The tickets were only made available to holders of one of its credit cards. To support its "Shop Small" program Amex shared a map of LBGTQIA+ business owners in the New York city.

What this could mean for you

This is a great integrated campaign example. It shows how a brand's messaging is communicated through various channels, online and offline. Amex has always been successful in creating exclusivity for its customers.

Detailed information

https://www.adsoftheworld.com/campaigns/proudly-backing

3. Bombay Times’s ‘Out & Proud @Work' campaign by FCB India.

   Sector: News

Bombay Times collaborates with Pride Circle and FCB India to stop discrimination against the LGBTQIA+ community in the workplace.

Goal of the campaign

To help build a more inclusive workplace, without discrimination.

Insight 

People are denied job opportunities because of their identities.

Solution

Bombay Times collaborated with Pride Circle and FCB India. They intend to stop discrimination against the LBGTQIA+ community in the workplace. Bombay Times launched the second edition of the campaign, 'Out & Proud @Work.' The campaign highlights the critical issue and often overlooked aspect of LBGTQIA+'s lives: earning a livelihood. The film takes place in a company town hall and features Akshay Verma, Co-founder of Fitpass. The film shows that Akshay applied for a client-facing job at his own firm. But instead of his own identity, he applied as a trans man and got rejected. 86% of the LGBTQIA+ community feels unaccepted at their workplaces. Bombay Times aims to bridge the gap between job seekers and opportunities through partnership. The initiative promotes open dialogue on the LBGTQIA+ subject, involving a wider audience. The website shares further stories as well.

What this could mean for you

This is a great example of an internal campaign and different ways to show your clients how to incorporate inclusivity in the workplace.

Detailed information

https://www.timesoutandproud.com/

4. ING’s Future Me - an AI banking campaign by Gong.

   Sector: AI, Finance

Gong helped the young people visualize their retirement using AI

Goal of the campaign

Only 20% of young Poles think about life after retirement. The estimated retirement income in Poland for today's 20-year-olds will only be 25 percent of their last salary.

Insight

Visualizing retirement will encourage young Poles to save money.

Solution

It is difficult to think about our distant future. Our brains tend to focus on the present, especially when the future doesn’t look promising. Using state-of-the-art generative AI technology, ING released "Future Me”

"Future Me" is an AI-powered app that generates a personalized picture of you in retirement based on a description of your dreams and plans. All the users have to take their picture and answer a prompt “What do you want to do in the future? Gong combined several Generative AI algorithms into one app. One algorithm creates aged versions of photos. Another generates futuristic worlds based on user images. The third one enlarges images for printing on canvas. This is a reminder for future generations of a valuable future worth preserving. To make the communication more impactful, the campaign assets were created with AI. The assets include videos, voiceovers, and music while being guided by the human creative's moderation and editing.

Result

Over 30,000+ images generated

55,000+ comments and reactions

ING was able to sell 300% more retiring products

It reached to 13 Million people

ING is considered #1 bank for saving in Poland

What this could mean for you

Showing your clients how you can incorporate AI into your branding.

Detailed information

https://www.gong.co/ing-future-me.html

Technology used

The production process involved utilizing Midjourney.

DALL-E for combining multiple visual assets.

Stable Diffusion's Image-2-Image and Topaz for picture fine tuning.

Thank you for reading!

Welcome to ‘Next,’ your source of brand and creative inspiration. We’ve made some updates since our last issue.

We’ve restructured it to make it more action orientated. We want to inspire and inform you, so you can use this as a source to support your clients' brand and creative output.  

Your new structure is:  

• Problem 

• Insight 

• Solution 

• What this means for you 

• Results 

Hope you like it! Please send all and any feedback.  

In this issue we highlight some of our favorite work from the recent Clio awards.  

Please feel free to send any recommended inclusions or requests! 

Thanks,  

Shrav / Team  

1. Ujjivan’s (Small Finance Bank) ‘Shagun ka lifafa’ by McCann, India.

   Sector: Finance

   Clio Grand Award Winner

Ujjivan Bank wanted to grow its customer base by increasing financial accessibility for women in India. It did so through culture.

Goal of the campaign

To empower women with financial accessibility to have them become customers who respect and trust the brand.  

Cultural Insight 

At Indian marriages, at every stage of society, guests come bearing cash gifts called a ‘Shagun’. Most of these cash gifts are in the multiples of 10s and 100s and round numbers. (Shaguns shouldn't be in round numbers, hence a coin of 1 Rupee is always attached to the envelope or ‘Lifafa.’) 

Solution

Ujjivan, a small finance bank, converted ‘Shagun ka Lifafa’ into an account opening form. The bank created a variety of designs and motifs. These were available at the local stores and stationery stores for purchase. As women opened these envelopes, they realized it was more than a cash gift. It was a form they could use to open their bank accounts and have a chance to be financially independent. 

Result

This idea has empowered 232,000 women towards financial equality in the first year alone. 

What this could mean for you

This shows how a financial company can use cultural insight and convert it into a campaign. A campaign like this also creates a greater impact by taping culture in an empowering way.  

Detailed information

https://clios.com/awards/winner/creative-commerce/ujjivan-small-finance-bank/shagun-ka-lifafa-137709

2. Lu from Magalu by Ogilvy, Brazil.

   Sector: Retail, All, Digital

   Clio Grand Award Winner

   Magalu, the biggest retail company in Brazil transformed its virtual assistant Lu into the biggest virtual influencer in the world. 

Goal of the project

Grow market share by transforming Lu, a virtual assistant, into the world's most powerful virtual influencer. 

Insight 

Influencers are the new media channels. 

Solution

Influencer marketing is becoming more relevant. Magalu not only created an influencer but also made it into the biggest one in the world. Lu has become more than the face of the brand, she is a pop culture celebrity, a trendsetter, a fashion icon, and a social media diva. Lu is Magalu's, most effective, cheapest media channel, reaching an incredible 31MM followers. She has explored the most diverse territories, like fashion and soccer. She has successfully engaged with different targets. She has partnered with iconic brands like Adidas, Google, MacDonalds, and Unilever. She has been promoting social causes, invited to take part in TV shows, music videos, and even on the cover of Vogue! 

Result

Reach: 1 Billion

Impressions: 1.3 Billion

Interactions: 60 Million

CNN: “The world's biggest influencer”

What this could mean for you

This is a great example to show how brands even B2B/professional ones can work with influencers. Influencer community is growing and having your own 'Lu' could be long term beneficial and cost effective. 

Detailed information

https://www.adsoftheworld.com/campaigns/lu-from-magalu

3. Samsung’s ‘The Cost of Bullying’ by Cheil PengTai Beijing.

   Sector: Tech, Gaming

   Clio Grand Award Winner

As gaming has exploded in China, so has bullying. Samsung wanted to tackle this toxic behavior head-on. 

Goal of the campaign

Tackle the toxic behavior of gamers bullying other gamers. 

Insight 

There’s a real cost to bullying. So why not make the players pay a price for bullying other players? 

Solution

In China, online gaming has exploded. But so has bullying, 1-in-2 gamers are at some point bullied when playing online. Bullying has a real cost, which leads Samsung to think, “Why not make them pay the price?” Samsung teamed up with top game developers to hack 'Magic Quest,' the year's biggest game. 

Magic Quest has in-game purchases for weapons, armor, power-ups, etc. that players need to buy. Samsung rose the costs of in-game purchases whenever a sign of bullying was detected to make players pay the cost of bullying.

Result

The hacked game gave bullies a real wake-up call. Over one million bullies paid the price, with reports of in-game bullying falling by 40%. All that took place during the two-week hijack. This was China’s most successful anti-bullying drive to date. 

What this could mean for you

This shows how a brand can create an impact by keeping purpose to its core. If any of your clients are looking to create an impact in a non-traditional way this might be a great example to show. 

Detailed information

https://www.adsoftheworld.com/campaigns/first-generation

https://www.oneclub.org/awards/theoneshow/-award/43897/the-cost-of-bullying

4. Serviceplan’s Dot Pad.

   Sector: Design, Product Design

   Clio Grand Award Winner

Serviceplan created Dot Pad. It is the first of-its-kind smart tactile graphics display for the visually impaired. 

Goal of the campaign

We rely on visuals to help us process information. Millions of blind and visually impaired people feel left out. They rely on inaccurate audio descriptions due to a lack of technology and innovations. Service Plan's dot pad helps them access graphical content in the world. 

Solution

Dot Pad is the first-of-its-kind product, designed to display visual content from any source. Dot Image Processing technology uses AI to analyze and understand visual input. It presents the information on Dot Pad’s tactile display of 2400 dots. 

Result

Since its launch in 2022, it has caught attention with millions of dollars in orders. The Dot Pad is also being shared with competitors to increase accessibility to Dot Pad.

What this could mean for you

Show your clients how they could market any new product or service they might be starting. 

Detailed information

https://clios.com/awards/winner/design/dot/dot-pad-the-first-smart-tactile-graphics-display--132121

https://www.dotincorp.com/

That’s it for now from the creative frontier ... 

I am Shrav, the Jr Strategist on the Brand Strategy team. We are back this week with another round-up of creative brand and campaign. Please feel free to send me any recommended inclusions or requests to cover a specific industry!

1. Krungsri First Choice: First Generation by Leo Burnett, Thailand.

   Here’s one for my Schroders team!

   First Choice casts a gender-fluid influencer as an AI-generated human, depicting a world in which stereotypes no longer exist, and where humans are evolving back to the beginning. The ad aims to remind people that the brand’s products and services are tailor-made to support the lifestyle, ambitions, and dreams of this generation, and the next one, too.

Goal of the campaign

Engage a new generation that wants to be supported and accepted for who they really are, while promoting First Choice as a bank whose products can support a more inclusive future.

Insight 

Featuring on PP Krit, a Thai gender-fluid influencer, to promote standing up for social acceptance by emulating the process of generating humans with AI.

Solution

According to the heads of marketing at First Choice, the beliefs and attitudes of younger generations in Thailand are shifting. They want to be accepted and not be judged, yet very few brands in Thailand have been bold enough to stand up for a more inclusive future. First Choice casts gender-fluid actor, model, and singer Krit Amnuaydechkorn, known as PP Krit, who is known for portraying characters who represent diversity in TV series, films, and music videos. An advocate for inclusion, PP Krit is best known for his image of diversity and equity for Thailand's young generation, encouraging them to be proud of who they are. Inspired by PP Krit’s story as someone who is always true to himself, First Choice is reminding people that First Choice’s products and services are tailor-made to support the lifestyle, ambitions, and dreams of this and the next generations.

Detailed information

https://www.adsoftheworld.com/campaigns/first-generation

2. Vans’ new campaign blurs lines of self-expression.

Vans released a new global campaign, based on its newly transformed brand foundation that encourages self-discovery through creativity.

Goal of the campaign

Reflect the change in thinking brought during the pandemic years.

Insight 

The campaign intends to reflect the change in thinking brought during the pandemic years when many reevaluated their priorities. The concept of creative expression shifted away from ‘things that you do for external validation’ toward a journey of self-discovery.’

Solution

The campaign enlists ambassadors from a variety of backgrounds, including sports, music, fashion, and art, and depicts them in colorful but distorted ways. Vans is also introducing a Knu Skool model that offers a modern take on its ’90s low-top sneakers, with an oversized design. The revamped creative approach and product additions come as the company tries to reignite sales following recent business challenges. In addition to streamlining its marketing strategy and product assortment, Vans is also bringing new styles to market and targeting hype beast and sneakerhead crowds.

Detailed information

https://www.marketingdive.com/news/vans-sneakers-global-ad-campaign/647009/

3. AI designed the branding for an AI impact conference, by Creative Disorder Studio.

Creative Disorder Studio asked AI to develop the branding for an AI impact conference.

Goal of the campaign

Create an identity for the Geneva Conference, centering around the development and impact of Artificial Intelligence on humanity.

Insight 

Instead of creating a concept themselves, the agency decided to let AI drive it.

Solution

Using Midjourney, an independent lab that creates realistic images, the agency provided inputs on the themes and questions of the conference. The agency got Artificial Intelligence to create drawings of how it sees Artificial Intelligence. The drawings gave the agency a series of key visuals which were then used to develop the identity, social media campaign, and print materials for the conference. This idea itself became a topic of debate. The Creative Disorder Studio was then invited to join the conference and speak about AI’s impact on branding and creativity..

Detailed information

https://www.adsoftheworld.com/campaigns/designed-by-ai-for-ai

4. Missing Students by Artplan.

UNICEF created a campaign to draw attention to the 2 million children who are out of school.

Goal of the campaign

Bring attention to 2 million children who are out of school in Brazil, but aren’t spoken about until, just a few months before the presidential election.

Insight 

Depict the story of these missing children - who drop out of school for various reasons.

Solution

UNICEF inaugurated a monument with a teacher and her students in the classroom. It seemed like a tribute to education, but days later the statues of the students disappeared, showing what happens in most schools. This caught the attention of the media - and various celebrities and became the subject of the main news. The statues then reappeared in the streets, each depicting a situation of risk that cause millions of children to drop out of school, such as a pandemic, unexpected pregnancy, or taking on a job to support their families.

Detailed information

https://www.adsoftheworld.com/campaigns/missing-students

I am Shrav, the Jr Strategist on the Brand Strategy team. We are back this week sharing our bi-weekly inspiration for you all. Please feel free to send me any recommended inclusions!

1. Nokia rebrand in partnership with agency Lippincott.

   Nokia launched a rebrand for the first time in 60 years by partnering with Lippincott.

Goal of the rebrand

Driving recognition for Nokia as a B2B tech powerhouse.

Insight 

Current market perception of Nokia despite its technological advance is still “a mobile company”, which is holding the brand back as it seeks to grow in the enterprise market.

Solution

Some people would say this is one of the most awaited rebrands. Nokia was once in the pockets of over a billion people worldwide. It has won Nobel prizes for its innovations. It invented the transistor. Confirmed the Big Bang theory. Was responsible for the first GSM call. Lippincott distilled Nokia’s ambition of gaining recognition as the B2B technology innovation leader into a new brand positioning statement: “Pioneering the future where networks meet the cloud to accelerate the impact of digital in every industry.” Along with the positioning statement, the new brand purpose Nokia put out is: “At Nokia, we create technology that helps the world act together.” It was inportant to share the message that Nokia enables customer and partner ecosystems to create the digital services and applications of the future.

The new visual identity echoes Nokia’s rich heritage as the inventor of essential technologies while giving the brand a fresh, contemporary, dynamic feel to represent the Nokia of today. Lippincott simplified the geometry of the original logo but also made sure to strike the right degree of visual evolution so the iconic logo, unchanged for more than half a century, was still instantly recognizable.

Detailed information

https://lippincott.com/work/nokia-rebrand/

2. The Ghosted campaign by BNP Paribas in partnership with agency Jellyfish France.

Young people with the lowest incomes are often not considered ideal candidates for housing and are ghosted. To make them visible, the brand created a new campaign on Snapchat called "The Ghosted".

Goal of the rebrand

Make the young people with the lowest income feel visible to the housing market.

Insight 

After rounds of application and follow-ups with several realtors, the young people are always “ghosted”.

Solution

BNP Paribas in partnership with Jellyfish France created a new campaign on Snapchat called "The Ghosted". To be ghosted is to be ignored by someone close to you (friend, lover, etc.). This is also what often happens to young people when they look for an apartment because they don't have the right profile: no guarantor, too little income, incomplete application file. With this in mind, BNP Paribas called on Jellyfish to promote an offer aimed at young people via a 45'' Hero film, and two 15'' portraits, and one creative filter designed and produced for broadcast on Snapchat. The Hero film features young people. Their faces are masked by a filter signifying their "ghosting" by the landlords to whom they have sent their applications.

The filter used for the film is also made available on Snapchat to the community. To accompany the operation, 4 influencers support the device by calling on their community to produce and broadcast content using the Snapchat Lense (Snapchat Lenses is an AR experiences that transforms the way you look and the world around you) specially designed for the operation, directly from the films.

Detailed information

https://www.adsoftheworld.com/campaigns/the-ghosted

3. Visa Direct Launches 'Money Travels' Podcast. 

   "Money Travels" is a podcast series from Visa Direct which tells the human side of moving money around the world.

About the podcast

Visa Direct in partnership with Episode Four launched “Money Travels”, a 12-episode podcast series that tells the human side of moving money around the world. Each episode illustrates how regional payment trends and local payment nuances are impacting the global money movement landscape. Dr. Indre Viskontas, the host of the show, illustrates how advances in the money movement can make people's lives easier. Topics examined include sending global remittances, paying gig workers, connecting digital wallets, fighting money fraud, and more. The series is available on all popular global podcast platforms, link below.

Detailed information

https://tinyurl.com/ms76z8v5

4. “Dare you pick?” campaign by Raiffeisenbank international in partnership with agency Socialsharks.

   Socialsharks created a fortune-telling phone and placed it in the middle of Disraptors Summit to show them bright future of their startups if they choose Raiffeisen bank.

Goal of the rebrand

Raiffeisenbank wanted to create a unique way to tell people they can support their good ideas.

Insight 

Show people the bright future of their startups if they choose Raiffeisenbank. Literally.

Solution

This is probably my favourite campaign of this issue. Socialsharks created a fortune-telling phone and placed it in the middle of the Disraptors summit. Over 200 visitors picked up the phone and listened to a funny prophecy about their startup from the fortune-teller. After the call, the bank invited these people to a thematic coffee zone to discuss their business. In total, 550+ coffees were brewed at the Raiffeinsen bank zone.

Detailed information

https://www.adsoftheworld.com/campaigns/dare-you-pick-up

Since it is Super Bowl season, I have highlighted some of my 2023 favourite campaigns in the issue. With blessings from Rihanna, I hope you enjoy today’s issue and don’t forget to vote at the end for your favourite campaign.

1. Tubi by Mischief.

   Tubi pranked its viewers into thinking they missed part of the big game.

   

About the commercial:

This 15-second spot absolutely had to be on top of the list as the best of 2023. Tubi, the free, ad-supported streaming television service dropped a 15-second spot called “Interface Interruption” that led the viewers to believe they missed a big part of the game. The ad which ran during the fourth quarter of Fox’s Super Bowl LVII telecast, started by throwing back to the announcers of the game, Kevin Burkhardt and Greg Olsen, making it look like the game was back on. As they both were speaking about the game, an unseen hand pulled up a Tubi on-demand menu on the TV — and after a couple of audible blips, selected “Mr. & Mrs. Smith,” the 2005 movie, before the Tubi logo flashes on the screen. What is worth watching more than the commercial itself is the people’s reaction to it on Twitter. It was a pure outrage and everyone blamed themselves or their family/friends for sitting on the remote and changing the channels.

Detailed information:

https://www.usatoday.com/story/tech/2023/02/13/tubi-super-bowl-2023-commercial/11248410002/

2. Fenty Beauty by the in-house team.

   Robyn Rihanna Fenty, the half-time performer for this year’s Super Bowl, who also owns a billion-dollar beauty company whipped out her products to retouch her makeup mid-performance.

About the product placement:

A traditional Super Bowl ad spot can cost between $ 6 million and $ 7 million for a 30-second spot. Artists don’t get paid for the Super Bowl halftime show, but Rihanna and her marketing team still found a way to cash in by promoting her own beauty brand during her performance. Rihanna pulled out a Fenty beauty Blotting Powder compact to lightly make a few touch-ups in the middle of her 13-minute show. According to data from Meltwater, since the performance, tweets detailing that searches for "Fenty Beauty" increased by 883% after her performance, with more positive sentiments airing than negative ones (29% positive vs 5% negative).

Another viral moment for Fenty beauty this week was the 10-second TikTok commercial. Instead of any celebrity appearance, Fenty focused primarily on two key products from its line - the Hydra Vizor and Pro Filter Foundation - which are applied to a conveyor belt of barefaced football, getting them ready for the game. The video earned over 8 million views and 1 million likes in less than two days.

Detailed information:

https://www.dailymail.co.uk/tvshowbiz/article-11743747/Rihanna-pays-homage-Fenty-Beauty-brand-epic-Super-Bowl-LVII-Halftime-performance.html

https://www.digitalvoices.com/blog/why-fenty-beautys-super-bowl-ad-went-viral

3. Rakuten by the in-house marketing team (2023). 

   Rakuten’s in-house production got Alicia Silverstone and Elisa Donovan from Clueless to talk about savings from shopping on the platform

About the campaign:

The 30-second commercial “Not-so-clueless” aired during the first quarter of the game on Sunday. In the commercial, Alicia revamps her yellow plaid iconic suit and recreates the debate scene from the movie, only this time they are debating about fiscally responsible shopping. She highlights the pros of the service, including Cash Back opportunities. Throughout the commercial, we see recreations of other famous sets from the 1995 film.

Cher, the character of Alicia is one of film history’s most iconic shoppers. She was always figuring out how to get what she wanted in the most clever ways, so Rakuten seems like a very natural fit for the commercial.

Detailed information:

https://www.purewow.com/news/alicia-silverstone-cher-clueless-rakuten

4. Workday’s Rock Star by Ogilvy. 

   Iconic Rock Stars remind the corporate and Workday who the real Rock Stars are.

About the campaign:

Workday, the technology company defining the future of work through the products it provides, is famous for creating “rock stars” in the workplace, including more than half of the Fortune 500 companies, and a customer community of more than 60 million workers around the world. In order to celebrate its finance and HR Rock Stars, Workday’s spot got together a group of Rock & Roll icons to call out the corporate world at large for co-opting the phrase “rock star”. According to them, it should be used sparingly and only for those who have rightfully earned it through the years.

The argument rock idols made was “We’re frustrated that a corporation like Workday is committed to turning normal people into rock stars,” Idol said. “We understand that its enterprise cloud applications help customers deliver value fast, but Workday clearly doesn’t grasp the knock-on effects of its success on the Rock & Roll community. Just because anyone can be called a rock star, doesn’t mean they deserve the moniker. At the end of the day, Workday’s customers shouldn’t receive a larger standing ovation than we ever did.”

Detailed information:

https://www.multivu.com/players/English/9138851-workday-real-rock-stars/

5. Doritos Triangle by Goodby Silverstein.

   Doritos share Jack Harlow, a Gen Z favourite and Grammy-nominated rapper's journey as a triangle player.

About the campaign:
In 2023, Doritos launched a new brand platform on the Super Bowl stage, inspiring people to try new products, new experiences, and new angles in their careers. “Try Another Angle” continues the brand’s push to own its iconic shape and will introduce people to a new world of flavors and activations that are all centered on the triangle.

The commercial shows Harlow who—inspired by the iconic Doritos shape—tries another angle and transforms the humble triangle instrument into a global sensation. He quits rapping to play the triangle while his costar, Missy Elliott, tries to talk him out of it. The commercial follows Harlow's journey as a triangle player, all the way to an awards show where Harlow loses "triangle player of the year" to Elton John.

Detailed information:

https://people.com/food/super-bowl-2023-jack-harlow-love-triangle-doritos-ad/

https://goodbysilverstein.com/work/clients/doritos/jacks-new-angle-2

This is a special edition of the newsletter where I am sharing how brands have celebrated their major anniversaries. Hoping you enjoy today’s issue.  

A big shoutout to Charlotte Hickey for helping me out with the media coverage for the campaigns.

1. UNICEF’s 70th anniversary.

   UNICEF celebrated its 70th anniversary with the publication of a new book, the launch of a new global institution, and the relaunch of the global website.

About the campaign:

In 2016, UNICEF celebrated its 70th anniversary by reflecting on the immense progress made for the world’s children and renewed the urgency to reach millions of children whose lives and futures are endangered by conflict, crisis, poverty, inequality, and discrimination. UNICEF did the following things to celebrate the anniversary:

• The publication of a new book, For Every Child, Hope, which captures 70 years of the organization’s work for the most vulnerable children;

• The launch of a new global institutional identity under the umbrella concept, “UNICEF for every child”, which underscores the universality of UNICEF’s mandate and the urgent need to reach the most vulnerable and excluded children; and

• The re-launch of UNICEF’s global website, http://www.unicef.org/

Detailed information:

https://corporate.lowes.com/newsroom/stories/inside-lowes/lowes-centennial-100-hometowns

Media coverage:

As a whole, UNICEF’s 70th Anniversary gained a decent amount of coverage. A lot of it was centered around celebrities who attended UNICEF’s gala in New York, namely Priyanka Chopra, David Beckham, and Millie Bobby Brown. 

Examples of this caliber of coverage can be found here:

1. Daily Mail UK: Beautiful in blue! Priyanka Chopra dazzles at star-studded UNICEF 70th anniversary bash with David Beckham

2. Vagabomb: Priyanka Hung out with David Beckham and Orlando Bloom at UNICEF 70th Anniversary Event

3. Popsugar: David Beckham Smolders While Lighting the Empire State Building and Celebrating UNICEF

4. The Sun: Stranger Things star Millie Bobby Brown, 12, hugs David Beckham as she invites him for a chat on stage at UNICEF’s 70th anniversary gala

5. Deccan Chronicle: Priyanka 'honoured' to be UNICEF Global Ambassador, meets Beckham, Jackie Chan

Additionally, there was coverage of the anniversary beyond Hollywood publications:

1. Business Ghana: UNICEF celebrates goodwill partners

2. Media India: Unicef Vows to Work Harder, Celebrates 70 Years

3. Business Standard: Unicef celebrates 70 years, vows to work harder

4. Daily Mail UK: For every child, hope: Unicef releases series of poignant photographs detailing the work the charity does across the globe as it celebrates its 70th anniversary

2. Goldman Sachs’s 150th anniversary.

   To mark the 150th anniversary of Goldman Sachs in 2019, documentary filmmaker Ric Burns chronicles the firm’s history from its founding after the Civil War up until today.

   

   Goldman Sachs hired documentary filmmaker Ric Burns to capture the 150 year history of the firm, from its finding after the Civil War until 2019. Through in-depth interviews with past and present leaders of the firm, the film explores the evolution of Goldman Sachs and the global economy across a century and a half of growth, change, and innovation. The film was divided into 10 parts starting with Marcus Goldman, who once was a peddler with no background in finance and founded the firm by hanging a sign that read “M. Goldman, Broker and Banker” at 30 Pine Street. Each segment of the film can be found on Amazon Prime and ranges from 11 to 18 minutes long.

   Detailed information:

   https://www.goldmansachs.com/our-firm/history/goldman-sachs-at-150/

   Media Coverage:

   Given the blue-chip nature of this collaboration, Goldman Sachs’ partnership with Ric Burns undoubtedly received the most “top-tier” coverage. Much like Wells Fargo, though, critics were vocal. Because of the length of this initiative (the announcement being in 2010 and the documentary release being in 2019), the coverage is spread over the better part of a decade:

1. Barron’s: Goldman Sachs to Get Ken Burns Effect

2. The Wall Street Journal:Goldman, the Movie. By Goldman

3. Financial News London: Get ready for "Goldman Sachs: The Movie"

4. Financial Post: Goldman Sachs: The documentary - by Goldman Sachs

5. New York Magazine: Documentarian Assailed for Association With Goldman Sachs

6. Vanity Fair: For Its 150th Birthday, Goldman Sachs Has Given Itself A 150-Minute Ric Burns Miniseries

7. Yahoo! Finance: Goldman Sachs to drop a documentary on Amazon Prime next week

8. Dealbreaker: Should We Hold Out Hope For The Goldman Documentary

3. Lowe’s 100th anniversary. 

   Lowe’s celebrated its 100-year anniversary in 2021 by announcing the launch of 100 Hometowns campaign as a part of a $10M commitment to give back.

About the campaign:

Lowe’s is widely known to be a brand that gives back, and that was most certainly the case here. Lowe’s has been working to perfect home improvement for over 100 years. Lowe’s launched 100 impact projects to celebrate the Company's centennial and support worthy initiatives nationwide. They created a special landing page to serve as a hub for all things Lowe’s centennial. This project spans over 36 states and is a part of a $10M commitment to give back. Giving back to the community has been at the heart of everything the company has done since the start. As communities come together and regain their footing, Lowe’s is inviting people nationwide to nominate a hometown project in need of restoration, sharing their hometown stories and helping to demonstrate the possibility all neighborhoods hold. Lowe’s will award 100 grants in June to help recipients complete projects to build, repair, beautify, inspire, and improve 100 communities across America. 

Detailed information:

https://corporate.lowes.com/newsroom/stories/inside-lowes/lowes-centennial-100-hometowns

Media Coverage:

The 100 Hometowns initiative received coverage across an array of publications. Due to the nature of the initiative, it’s worth noting that this is still gaining coverage. Some of the bigger outlets that covered the initiative include pieces on Adweek and The Drum, two leading publications in the media and marketing space, and House Beautiful, a leading interior design publication.

Most of the coverage came from more regional outlets, detailing local stories about how the 100 hometowns initiative. Here are a few for reference:

1. Marshall, TX: Marshall News Messenger: Lowe's helps City of Marshall with pocket park furniture

2. Asheville, NC: WLOS News 13: Lowe's employees transform farm space in low-income community thanks to company grant

3. Pittston, PA: Sunday Dispatch: Lowe’s 100 Hometowns Project lands in the City of Pittston

4. Claremont, CA:Claremont Courier: Thrift store, Lowe’s, team up for good cause

5. Chattanooga, TN: Sounds Like Nashville: Kane Brown is Helping Lowe’s Spruce Up 100 Hometowns

4. Collins Stationery’s 200-year anniversary by Superunion, Singapore. 

   Collins Stationery celebrated its 200-year anniversary with the launch of a new campaign that focused on the heritage of the brand and was executed entirely through paper.

About the campaign:

Even though the campaign didn’t celebrate through donations, their execution is noteworthy. The brand leaned into its rich Scottish heritage and created a brand film using paper to share its history, expansion, growth, and innovations. In addition, Collins Debden Australia ran a Lucky Draw, with the chance for four lucky winners to win a $200 e-gift card every month to spend on any Collins Debden products. Collins also commemorated its 200th Anniversary with a limited edition of an A5 week to view diary later in the year.

Detailed information:

https://www.adsoftheworld.com/campaigns/200-year-anniversary

Media Coverage:

Collins Deben received decent coverage. Here are some of them:

1. SkyNews Australia: Collins Debden eyes off US, Japan in growth strategy

2. CMO Australia: How this 200-year old brand is reiventing for the Millennial age

3. Business Info Mag UK:Collins Celebrates 200 Years

4. Office Products News: Collins Debden to freshen up after 200 years

5. Luxe Society Asia:Collins Debden and Singapore Airlines Launch Limited Edition SIA Batik Journal by Collins

6. La Maison Jolie: Are You On Top of Your New Year Planning?

5. Wells Fargo’s 160th Anniversary.

   Wells Fargo marked the celebration of its 160th anniversary in 2012 by planting 160 trees.

   

   About the campaign:
   In honor of Earth Day, Wells Fargo planted over 160 trees and donated more than $2.5 million to more than 60 nonprofit organizations across the U.S. In some regions, eligible Wells Fargo customers helped determine how pools of $160,000 were divided among local non-profits by voting at Wells Fargo ATMs. Wells Fargo team members also took part in a company-wide poll, which determined how the company would distribute $160,000 among three national non-profit organizations.

   Detailed information:

   https://www.oregonlive.com/business-watch/2012/03/wells_fargo_celebrates_160_yea.html

   Media Coverage:

   Wells Fargo received some great coverage on this initiative, particularly considering the relatively low amount of money donated. Examples of coverage can be found here:

   1. San Francisco Business Times: Wells Fargo gives $320,000 to Bay Area nonprofits to mark 160th birthday

   2. Quad-City Times: Q-C Wells Fargo celebrates 160th anniversary with service projects

   3. New Santa Ana: Wells Fargo volunteers planting over 100 trees at Santiago Park today

   4. Los Angeles Sentinel: Wells Fargo Celebrates 160 Years of Service

   5. The Oregonian: Wells Fargo celebrates 160 years of service with $160,000 in donations to 16 nonprofit groups in Oregon and SW Washington

      That said, it’s worth mentioning that the anniversary was met with some criticism – activist groups protested the bank’s birthday.

This is the first edition of the new and updated newsletter through Substack. A huge shoutout to the digital team for helping me transition to this platform. This platform will help maintain consistency and give me better opportunities to share more content with you all. Hoping you enjoy today’s issue.

1. ‘The Faces of Fraud’ by HSBC and Wunderman Thompson. 

AI helps reveal the faces of the scam tactics of real fraudsters in a fraud prevention campaign for HSBC.

Goal of the campaign

With trillions of dollars stolen every year by sophisticated fraudsters, HSBC wanted to educate the public about the tactics fraudsters use to scam them. Fraud is a growing problem, the global losses from payment fraud are expected to hit £40.6 billion by 2027, a 25% increase from 2020 levels.

Insight 

Fraudsters hide behind texts, phone calls, and websites.

Solution

Along with Carnegie Mellon University, Wunderman launched ‘The Faces of Fraud’ campaign that uses AI and voice recordings to identify characteristics, such as gender, ethnicity, weight, and age to predict what a fraudster’s face might look like. There’s a distinct shame around being defrauded and no one is immune. The predicted faces of the fraudsters informed the creation of various digital humans using Epic Game’s Unreal engine creation platform Metahumans. These frauds were brought to life using motion capture. The ‘faces of fraud’ share their tricks with the public in a series of online tutorials which puts a face to a faceless crime, from romantic to investment fraud.

Detailed information

https://www.wundermanthompson.com/work/faces-of-fraud

2. ‘Safe Spaces’ by HSBC and Wunderman Thompson. 

HSBC installed a live billboard with a woman being controlled by strings to raise awareness of financial abuse.

Goal of the campaign

Financial abuse occurs in 95% of domestic abuse. HSBC wanted to highlight the importance of regaining control of your finances in order to break free. Unfortunately, escaping an abusive relationship isn’t as simple as walking out the door.

Insight 

Showcasing the shocking link between domestic and economic abuse.

Solution

Supporting victims of domestic abuse is the clearest possible demonstration of the HSBC’s brand purpose: “Opening up a world of opportunity”. HSBC installed a live billboard with a woman being controlled by strings to portray a puppet who is being controlled by a giant. The headline read as “When an abuser controls your finances, they control you.” The performer keeps trying to escape the grasp of their abuser, but the puppet-like strings pull them back every time, dramatizing how they can only go so far before they are controlled again. This execution is part of a bigger campaign that has been running since May 23, 2022. The ‘Safe Spaces’ initiative encourages abuse victims to ask for ‘ANI,’ which will trigger HSBC staff to contact the police.

Detailed information

https://www.wundermanthompson.com/work/safe-spaces

3. ‘Ally Lyrically’ by Ally Financial and Anomaly. 

Ally Lyrically released a new song ‘Money On Me’ that flips the script to show Gen Z saving money is cool.

Goal of the campaign

Increase financial education amongst Gen Z. With inflation and recession fears rising, and schools failing to teach in a way that resonates with the students, the massive gap in financial education gets harder to fill in. Only 36% of Gen Zers said they had taken a class on a financial topic in an academic setting.

Insight 

Most rap songs about money talk about spending money on cool cars, drip, and ‘ice’ – not saving it. The campaign, entitled “Ally Lyrically,” flips the script, making saving money cool through a central anthem.

Solution

Ally Financial released a new multimedia campaign and a rap song with help from rapper Charlie Curtis Beard, money coach Vince Hollerman, and musical guest, Tobi Lou through Tik Tok.

Charlie Curtis Beard is great at jumping on trends and brand collaborations. He’s relatable and sweet with a boy-next-door personality.

Money Coach Vince is known for helping connect people to the financial know-how that works for their level. He gives advice on all things money, from the basics to investments, credit cards, and beyond. He’s dedicated to helping people build five-figure savings so they can become financially free.

Tobi Lou is known for his quirky, creative, fantasy-land style. He jumps on a track to bring financial education to the Tik Tok masses. He recently released an album Non-perishable, which rocked up to the #1 spot on Apple Music’s charts.

Detailed information

https://www.ally.com/do-it-right/trends/changing-the-tune-on-money-management-through-music/

4.  GE takes over NY Times with help from Giant Spoon. 

GE took over the entire print edition of The New York Times on Tuesday, Dec. 6, the first single advertiser takeover in the paper’s 171-year history, according to information shared with Marketing Dive.

Goal of the campaign

Highlight GE’s recent split into three companies and emphasize the connection between taking breaks and the ability to focus and engage.

Background of the company

Back in July, GE split into three separate, publicly traded companies. The move divided the massive conglomerate based on industry, creating one company for healthcare, one for energy, and another for aerospace. The move came after a tumultuous year for the company, with the stock falling approximately 30% by the July 18 announcement.

Insight 

Creating interactivity with the audience through newspapers instead of using Metaverse or Web3.

Solution

In order to spread public awareness about GE’s recent split into three companies, GE released a print ad that had information provided in four “focus breaks,” which built on a larger theme of staying focused. They included a foldable paper airplane adapted by Ken Blackburn, a four-time world record holder for keeping a paper airplane flying; a Magic Eye optical illusion; and a circular crossword puzzle from Brendan Emmett Quigley, an award-winning puzzle maker. It’s something consumers can actively touch and feel, providing a different experience.

GE’s CMO Linda Boff put out a statement saying “Today’s takeover of The New York Times print edition underscores our belief that focus is a superpower, especially in an age where our attention is divided among endless input, and that focus is the key to delivering long-term value.”

Detailed information

https://www.marketingdive.com/news/GE-New-York-Times-Takeover/638180/