Favourite creative brand campaigns of 2018 so far
We're more than half-way through the year already and we have seen a host of creative PR campaigns that have caught our attention. We asked the team for their favourite campaigns of the year so far.
Save our Species
Premium polo producers Lacoste made global headlines with their Save Our Species collaboration, raising funds and awareness to an immeasurable height for the fight to save threatened species.
The clothing brand is synonymous with snappy, crisp white polo shirts, emblazoned with the Lacoste croc. For this partnership, the signature carnivore vacated its left pectoral positioning, being replaced by one of ten endangered animals, ranging from turtles to tigers.
Whilst aesthetically appealing and unique in apparel circles, what really made this campaign effective was the exclusivity of the shirts. The number of each shirt made was representative of how many of each species remain in the wild – the rarest being the Vaquita shirt (a California porpoise), of which only 30 were made. A total of 1,775 Save Our Species shirts were made, and they all sold out in seconds.
The speed of sales really drives home just how few of these animals are left alive, and gained media attention in CNN, Harpers Bazaar, The Independent and dozens more international titles. This is a perfect example of a consumer brand partnering cleverly with a cause close to hearts, to deliver a thought provoking campaign which benefits both parties immensely.
Paving for Pizza
The wait for a Domino’s pizza delivery comes with excited anticipation. How disappointing is it when you lift the lid on your pizza box and face a weary display of skewed toppings, deformed slices and cardboard covered with the remnants of once deliciously melted cheese.
In an ingenious effort to save all orders in transit and limit the inexcusable damage caused by poorly maintained roads, Domino’s have launched their ‘Paving for Pizza’ campaign in the U.S, rescuing deliveries across one pothole at a time. By smoothing out cracks in the road with their eye-catching cement trucks, customers can more likely expect the pizza they always wanted.
With an ever increasing pothole problem in the UK, here's hoping the campaign will come to the UK next...
Corona's Wave of Waste
Ahead of World Ocean’s Day, Corona tapped into their beach-loving brand image to raise awareness for marine plastic pollution. Swapping their tagline from ‘This is Living’ to ‘This is Living?’ they cleverly twisted their own ads by replacing their usual images of idyllic beaches with ones damaged by pollution.
To drive awareness even further, Corona created plastic installations alongside their billboards using waste collected from beaches to build giant wave sculptures. In London, 1,200kg of plastic was used to sculpt the ‘Wave of Waste’ which depicted the actor Chris Hemsworth surfing on the wave of plastic. Using 10,000 pieces of plastic collected in the U.K ranging from cotton buds, children’s dummies and plastic bags, the billboard featured a sign reading ‘This wave of waste contains the average amount of marine plastic pollution found on every two miles of beach in the UK’. The public were invited to contribute to the installation and drop off their own plastic at the site to be added to the wave.
Shocking and impactful, the experiential outdoor campaign encouraged the public to stop and participate. By providing a visualisation of the scale of marine pollution, the ads are a reminder that beaches need to be protected in order for us to continue to enjoy them. The campaign also highlighted Corona’s ongoing CSR and collaboration with Parley, an organisation fighting marine pollution - together they aim to bring change to the beverage industry and protect 100 islands by 2020.
Cadbury Swap Shop
Cadbury's advertising campaigns are some of the most memorable on TV. Just a short drive from Birmingham city centre to Bournville is the Advertising Avenue zone at Cadbury World where you’ll find nostalgic nods to past campaigns including the iconic milk tray adverts to the drumming gorilla.
Cadbury’s most recent TV advert centres on a young girl who is unable to buy a chocolate bar for her mum as she has no money apart from a pocket full of small knick knacks. The generous shopkeeper becomes aware of her predicament and allows the girl to swap her trinkets for a bar of Cadbury Dairy Milk.
Cadbury made this advert into a reality by setting up a real Cadbury swap shop known as the ‘Glass and a Half’ shop in London for four days in January. Set up like a traditional corner shop, the pop-up allowed customers to walk in with a trinket or small item to exchange for the iconic chocolate bar. Items from buttons to beauty kits were swapped with larger items being donated to charity.
It was a fabulous feel-good campaign focusing on British generosity. The pop-up shop really captured the imagination of the public and brought the campaign to life.