LIDA – Blue Cross
Award-winning customer engagement agency, LIDA this week released a new integrated campaign for animal charity, Blue Cross. The charity tasked LIDA with developing a bold and brave campaign running across press, social, radio, digital media and VOD throughout November and December. The campaign is intended to drive donations as well as increase awareness of the charity’s work for pets who urgently need veterinary care or new homes. The “Emotions” campaign will be launched ahead of Christmas; a time when charitable giving consideration is higher amongst Blue Cross’s target audience. This is also an opportune time to make people aware of the tireless work that Blue Cross do over the festive period, which includes taking in some of the thousands of unwanted or vulnerable pets and providing shelter and medical treatment. By honing in on the pity, sympathy and compassion that people show when they see sick and vulnerable pets, the campaign highlights that these feelings don’t always translate into cash donations. It questions why, despite a clear urge to help, our emotions don’t always turn into actions. Pam Ferris, the well-loved British actress and Blue Cross Ambassador, provides the voiceover for both the VOD and radio ads. LIDA’s recently appointed creative team, Camila Gurgel and Ieva Paulina created the campaign alongside Creative Director, Vaughan Townsend.
We Are Pi – Desperados
We are Pi and Desperados have teamed up with Mike Cervello and Wave Studios Amsterdam to mastermind the ultimate sonic gravity experience. Lucky festival-goers took to the skies in a fully decked-out plane-cum-dance floor which nose-dived intermittently to induce weightlessness whilst Mike Cervello dropped his massive tune. The unique stunt is part of the tequila-flavoured beer brand’s wider “Release Your Inner Tequila” campaign that promotes wild experimentation in dance music culture. This innovative experiment is released as the music video to Dutch DJ Mike Cervello’s epic dance tune, “Smack!,” which he remixed especially for this project. Scientifically researched and engineered, Mike worked closely with We Are Pi to discover the best way to optimise the bass drop, stretching the sounds to enhance the transition to zero gravity. As Sound Design and Mix Engineer, Alex Nicholls-Lee of Wave Studios, was responsible for immersing the viewer in the cabin experience, whilst maintaining the integrity of the track. After deconstructing Mike’s track, he rebuilt the builds to sync perfectly with the edit, and carefully recreated the crowd anticipation, excitement and cheers.
M&C Saatchi – E.ON
Energy company E.ON and M&C Saatchi Stockholm have launched a campaign that uses solar panels and E.ON’s storage battery to power an extraordinary Christmas light show. The light show, featuring a remix of “For a Better Day” by Avicii, took place at a real home in a small Swedish town called Sölvesborg. The residents, sun farmers Lars and Ingegärd Andersson, switched on the grand one-take Christmas light experience that could be seen and heard from miles away. The film ends with the message: “Turn on your Christmas lights with a good conscience. Use solar energy all year round with our storage battery.”
Freuds – Alzheimer's Research UK
Alzheimer’s Research UK has launched their Christmas effort, “Santa Forgot,” a disruptive and beautiful animation (done by Aardman and narrated by Steven Fry) that imagines a world where the magic of Christmas has been lost because Santa is living with the effects of dementia and no longer visits children across the world on Christmas Eve. The attention-grabbing concept by Freuds, highlights the varied symptoms and social isolation of dementia and raises awareness that the diseases that cause it, most commonly Alzheimer’s, strike indiscriminately and really can affect anyone, even Santa. The central character is a girl called Freya, who has grown-up in a world where Santa has stopped visiting on Christmas Eve. On learning about Santa’s condition, Freya travels to the North Pole. She offers her own support and re-mobilises the redundant elves as researchers, explaining her belief that “If Santa has a disease, research can find a way to fix it.” Through the depiction of Freya and Santa’s elves, ARUK showcases that only with world leading research, new approaches and innovative thinking can the diseases which cause dementia be defeated.
Grey – Salvation Army
The Salvation Army and GREY Canada have launched a new holiday campaign to drive donations and bring awareness to the issue of hidden poverty just ahead of the holiday season. “Poverty Isn’t Always Easy to See. Especially During the Holidays” is an initiative aimed at showing that poverty exists not just on the streets, but also inside the homes of their fellow Canadians. The campaign highlights that even during this idyllic time of year, one in every ten Canadian families still live in poverty. The centrepiece of the multi-channel campaign uses Facebook’s new 360-image feature to show seemingly happy families posing for their holiday photos. It’s not until the user explores the rest of the image, via the 360 functionality, that the true plight of these families is revealed. Television and print work also leans into the duality of the season, demonstrating how easily poverty can hide amidst the joy of the holidays, and reminding us that in an age where people curate their lives on social media, that it’s not always easy to see who needs help. The campaign also features radio and digital ads that parallel the stresses many of us complain about during the Christmas season; trivial things like crowded malls or finding the perfect gif; against the real holiday stresses that families in poverty struggle with at this time of year. All media planning and placement was handled by MediaCom. The campaign will run through to the end of December.
Grey – London Science Museum
In the second spot by Grey this week (this time Grey London), Sir David Attenborough, fresh from his success with Planet Earth 2, gives us his take on the true wonders of the world; children. The film celebrates the opening of the London Science Museum’s Wonderlab: The Statoil Gallery. The new interactive gallery with over 50 exhibits, aimed at inspiring children for generations to come. Attenborough fittingly attended the Science Museum’s original interactive gallery all the way back in 1931. The film captures that beautiful ‘wonder moment’ a child gets when they have an idea they’re excited about.
Saatchi & Saatchi – Toyota Prius
Toyota and Saatchi & Saatchi Los Angeles have launched a campaign for the new Prius Prime, named the most efficient car in America. The electric hybrid touts an EPA-estimated 133 MPGe and a larger battery capacity that allows users to run longer in EV mode. To bring it all to life, the spot follows two characters in a Prius Prime traveling through history together. One of the characters scoffs at game-changing innovations including the invention of wheel, electricity, and steam engine trains. The dialogue plays into the reality that there will always be naysayers and skeptics who remain unimpressed with technological advancements and who don’t want to break away from the status quo. The spot also speaks to the fact that drivers no longer have to compromise with the new Prime, showing off that it can run on either gas or eclectic mode. The campaign includes broadcast with addressable TV, Digital, and social.
Wieden+Kennedy – Médecins Sans Frontières
Millennials want to feel like they’re making a difference in the world, donating to worthy causes or buying responsibly made products. But it never hurts to give them something in return for their money and time. The French humanitarian medical organisation Médecins Sans Frontières, which delivers emergency aid to those in need, created an online crowdfunding platform to raise 1 million euros in 60 days. One of the organisation’s major hurdles is that as an independent organisation, it needs donations to help its volunteers save lives in areas where natural disasters have occurred or wars have broken out. MSF tapped Wieden+Kennedy Amsterdam to help. The agency built a fundraising platform along with a larger campaign for the nonprofit, that encourages people between the ages of 18 and 35 to donate money. Depending on the donation level, the platform offers 20 different rewards. And the rewards are different from the typical pins or bumper stickers. At each level, the giver will receive items including exclusive apparel from French brands Maison Kitsuné or Paris Nord, or experiences like dinner with one of the organisation’s doctors returning from the field. Each item or experience is also being donated by an independent brand or person. The campaign is being promoted by a 90-second film starring French actor Ahmed Dramé to raise awareness for the 60-day fundraising campaign.
Ogilvy & Mather – NASCAR
NASCAR has been in the midst of a successful campaign, in partnership with Ogilvy & Mather, called “Ready.Set.Chase” to promote the 2016 Chase for the NASCAR Sprint Cup, which culminates with this new spot. It's a unique program inspired by iconic chase scenes in classic Hollywood action films and taps top production talent (Jonathan Taylor of Independence Day, Willy Wonka, etc.) to create social videos of high-profile NASCAR drivers reenacting what happened on the racetrack. Ogilvy & Mather and NASCAR come together to watch each race prior to fleshing out the storyline; a direct reflection of how the events of the raceway unfold during the gruelling 10-week playoffs. Every major crash, pit stop, or engine failure that might happen in the race, is worked into the script of each film in real time. With each film, there is a less than 24-hour turnaround from the final round’s race, to cameras rolling. The videos have received more than 10 million views and NASCAR’s social-first strategy has resulted in a +92% year-over-year increase in the brand’s social engagement.
DDB New York – Cotton
As Christmas approaches, DDB New York has created new work for Cotton Incorporated titled “The Comfortable Collection for Uncomfortable Holiday Moments.” The new program serves as an extension of the Cotton “Favourites” campaign and marks the first time DDB has developed a holiday campaign for the client. No matter who you are or where you're from, everyone is going to be uncomfortable at some point during the holidays - from family members asking why you're still single, to opening gifts you hate in front of the people that gifted them. But when you're feeling tight around the collar, cotton can loosen the mood. With this campaign, DDB New York proves that cotton is there to keep you comfortable when you need it most. Cotton has curated a selection of fine cotton clothing for the holidays. These select favourites will keep you comfortable in all those moments that we know so well but would love to forget- like mom having her fifth glass of eggnog. The film shows two models displaying the collection while undergoing their personal holiday nightmares.
Top Image by Loreta Isac