3 best creative advertising campaigns of 2022
McEnroe vs McEnroe for Michelob ULTRA – It’s only worth it when you enjoy it
John McEnroe is one of the world’s all-time best tennis players. Very talented and hard-working, John was famous for his intense playing style and confrontational disposition which earned him the nickname Superbrat. During his 18-year career, he won many championships, but he didn’t seem to enjoy playing tennis. Now a retired professional athlete, does John still feels the same about playing tennis? Light lager beer brand Michelob ULTRA, whose brand message is It’s only worth it if you enjoy it, reached out to John McEnroe and invited him to share his thoughts on his life and career from a fresh perspective in a very special campaign with the help of high technology.
Brand: Michelob UTRA & ESPN
Campaign type: Sports event
Awards: 5x Cannes Lions, 1x FWA
10 million views across ESPN’s channels
Viewership overtook the 2021 NBA finals, making it the year’s most-watched sports event
Tip to spark your creativity: Find a powerful insight related to your customer that is in line with your brand value and message; find an innovative way to present it to your audience by using the technology available to you.
Trapped in the 90s for IKEA Spain
They say you don’t appreciate the things you have until they are taken away. Are you a morning person? You couldn’t imagine your life without your espresso machine which makes the best cappuccinos in the world. Or your healthy veggie shake which you make at home, on your easy-to-use blender. You grab it before heading to the office and puts a smile on your face. Brands are part of our lives and give us pleasure and comfort. What would your life be without them? That’s what IKEA Spain wanted to find out in celebration of 25 years since the brand’s arrival in the country.
The year IKEA came to Spain is the year a new generation was born, Gen Z. The Gen Zers grew up with the level of comfort and design provided by IKEA products. What if we showed them what was life like in the 90s before IKEA? And that’s exactly what the creative team behind Trapped in the 90s did. They picked six Gen Zers or IKEA natives, as they named them, and invited them to participate in a reality show where they have to “survive a house with an explosive stove, heavy itchy blankets, rotary phones, smoky mirrors, and dim lights…” The goal of the campaign was to showcase the iconic brand’s impact on people’s daily lives. The participants who won the challenges prepared for them by the IKEA team were given IKEA products making their lives a bit more comfortable.
Brand: IKEA Spain
Campaign type: Reality Show
Awards: 2x Cannes Lions
169% increase in deliveries
Time spent on the IKEA Spain website – from 2 minutes to 18 minutes
+1.8 million minutes of content watched
1400% more interactions on social media
Over 1.5 million euros worth of new products were sold in the first-week
Tip to spark your creativity: Help your customers see what their life would be like without your brand
Under Armour: The First Meta Sneaker
Whether it’s Second Life, GTA, Minecraft or The Sandbox, virtual world games are all the rage right now with millions of people playing them. The Metaverse has been a hot topic for the past two years and things got more serious when brands joined the conversation. BMW, Gucci, Nike, Disney and Coca-Cola are just a few examples of brands using the Metaverse and creating events inside established virtual worlds like Roblox or Decentraland. The problem with multiple metaverses is that you cannot take your assets from one world to the other. That’s a problem that Under Armour solved by building Genesis Curry Flow, the first wearable NFT with the ability to move between virtual worlds.
Brand: Under Armour
Campaign Type: NFT collection
Awards: 1x Cannes Lions
The NFT collection sold out
Raised 1 million US dollars for charity in just 10 minutes
Tip to spark your creativity: Solve your customer’s problem in an innovative way
The Best 10 CSR Campaigns Of The Last Years
More than ever a company’s sustainability and CSR efforts are important and highly regarded by consumers and other brands in the market.
Although both clients and agencies let their creativity run wild on this type of campaign, looking for the most appealing, insightful, and emotional manner to get to the consumer, realizing a good, strategic, and creative CSR campaign is not such an easy task as some might think.
Therefore, in no particular order, we decided to present you 10 of the most interesting, smart, and beautiful CSR campaigns of the world in the last years, that really impressed us and hopefully will inspire you as well.
5 words for high-converting headlines
The Best 10 CSR Campaigns of the last years
1. Marks & Spencer – “Shwopping”
Every item you place in one of our Shwop boxes helps to put an end to poverty. Your Shwopped items are resold, reused, or recycled and allow Oxfam to fund all sorts of vital projects around the world.
Incredibly, since 2008 the M&S and Oxfam Shwopping partnership have collected over 20 million items, worth an estimated £16 million for Oxfam’s work.
So next time you’re clearing a space in your wardrobe, drop any unwanted clothes into your bag and drop them off in a Shwop box at your nearest M&S. It’s so easy.
2. National MS Society – “Off My Wave”
After decades of surfing, local legend Steve Bettis was diagnosed with progressive MS in 2006. While surfing is still central to his life, he hasn’t been able to get on the water in 10 years.
National MS Society and professional surfer Robert “Wingnut” Weaver worked together to create a virtual-reality experience to get Steve back on a wave.
Share your own experience with someone at WeAreStrongerThanMS.org.
3. Under Armour – “I Will What I Want”
The campaign speaks to women who do not need permission, advice, or affirmation from others in order to achieve their dreams.
Droga5 developed an extensive campaign that kicked off with a film featuring ballerina Misty Copeland who proves that inner strength and sheer will can trump adversity.
4. Misereor – The Social Swipe
This was the world’s first interactive advertisement display able to accept credit card donations.
All potential donors had to do to donate €2 to German international development charity MISEREOR was swiping their credit card through a specially designed poster. Once they’d done this, they received instant feedback on what their gift would achieve.
There were two creative executions. On one poster the credit card cut through the image of the bound hands of an imprisoned Filipino child.
On the other, the donors could use their credit cards to cut a slice of bread from a loaf. The bread represented the cost to provide a daily meal for a family in Peru.
Moreover, donors were given the chance to turn their one-off gift into a regular gift through a request on their bank statement.
5. Unilever – Farewell To The Forest
Unilever has set out to protect one million trees in Brazil and Indonesia.
This is all part of a wider scheme to halve the environmental footprint of their products by 2020 – a fast-approaching deadline.
6. Samsung – Bringing Light To Ethiopia
Samsung’s partnership with the Korea International Volunteer Organization has brought solar-powered lanterns to areas where electricity is scarce.
This resource has helped children, like Aster, help their family. With added light, she is self-sufficient and able to: make more baskets, save money, and provide for her family.
7. Ad Council – #IamAWitness
“I am a Witness” for Ad Council introduced the world’s first emoji created for a social cause.
The emoji, which is now on every iPhone and Android phone, is a way of combating not just bullying but also any apprehensiveness about stepping in that witnesses may be feeling.
Eighty-eight percent of teens that use social media reports witnessing others being mean or cruel on social networking sites.
There are a lot of anti-bullying efforts speaking to bullies and victims, but, one key audience is rarely targeted: those who are witnesses.
Ad Council’s “I Am A Witness” campaign activates the “silent majority” of teens who witness it each day, transforming them from passive bystanders into a united, empowered, and active collective that will speak up against bullying.
The target audience was teens, ages 11-17—a difficult audience to reach through traditional media efforts—with the goal of getting them to understand and use a new campaign emoji to shut down instances of bullying.
8. Nivea – Mom’s Touch
Skincare brand Nivea India touched our hearts with its recent social initiative #MomsTouch which brought forth stories of extraordinary mothers.
Nivea partnered with Aseema Charitable Trust, an organization dedicated to providing quality education to children from marginalized communities.
The social media-driven campaign portrayed the story of some extraordinary mothers who want the best future for their children, despite having faced adversities all throughout their own lives.
Viewers could join in the noble cause either by sharing the video on their social networks or by direct donations to the charitable trust. Each time one shared the film, Nivea contributed 100 grams of rice.
9. Lenovo-Yuwa – #PitchToHer
Yuwa, a not-for-profit organization that teaches girls to play football to make their lives better, partnered with Lenovo for #PitchToHer – a social campaign that invited the brightest minds to pitch smart ideas that can impact the lives of these girls through technology. The idea that convinced them won a month-long sponsored internship.
The agency behind the campaign, Experience Commerce introduced the girls to the wonders of technology.
They placed their village Hutup on Wikipedia and Google Street View.
They played songs, learned to use Makey-Makey kits, and created music with them.
They also experimented with lighting up solar jars, GoPro cams, and light painting.
10. Jet Blue – Flying It Forward
The campaign asked consumers to submit where they would go if they had a free flight to spread good.
The best idea then won a free ticket.
Once awarded, the plane ticket was then passed on to the next do-gooder.
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