Crispin Porter + Bogusky – Turkish Airlines
Turkish Airlines – Fly to Gotham City
With the heavily anticipated Batman v Superman: Dawn of Justice set to launch this Spring, many brands will undoubtedly be clambering to get in on the action. Turkish Airlines appear to be one of the first, and announced a partnership with Warner Bros Pictures this week, part of which sees a 77 Turkish Airlines plane featured as part of a pivotal scene in the upcoming blockbuster. Outside the movie, Turkish Airlines is unveiling innovative movie-themed experiences that give fans around the world an inside look into the world of the iconic Super Heroes facing off for the first time on the big screen when the film hits cinemas worldwide on March 25. Drawing inspiration from the film, Turkish Airlines has created an array of experiences with Crispin Porter + Bogusky, beginning with an invitation for travellers to “book” flights to two new (fictional) US destinations; “Gotham City and Metropolis.” Turkish Airlines is inviting fans and newcomers alike to reserve flights and begin their journey into the world of Gotham City and Metropolis. In doing so, participants will get an exclusive virtual view into the life of each city, including the activities, culture, nightlife and more.
“The excitement around Batman v Superman will enable Turkish Airlines to showcase our global network and unrivalled hospitality to a legion of moviegoers across the world” Turkish Airlines' Board Chairman, M. Ilker Aycı
Aesop – NHS Organ Donation
NHS Organ Donation – Share the Love
Taking to notion of giving someone your heart this Valentine's Day quite literally, this new campaign from Aesop for the NHS aims to underline the fact that the UK has one of the lowest organ donation consent rates in Europe, even though every day, three people die in need of a transplant because of a shortage of donors. To save more lives through organ donation, more people need to join the NHS Organ Donor Register and tell their families that they want to be a donor, and it is much easier for families to support an individual’s wishes if they have had a conversation about organ donation in life. The “Better Left Unsaid” campaign is based around a suite of three films, the first of which is titled “Share the Love.” The lightly humorous campaign from Aesop Creative Directors Stephen Lynch and Ben Clapp, draws attention to the issue and encourages people to talk about organ donation this Valentine's Day. Shot in a restaurant setting, the films are a montage of witty, surreal, awkward and funny interactions between couples. Each film ends with the tagline: Share your organ donation decision with a loved one this Valentine’s. A well-timed message put forward in a clever and genuinely amusing manner.
BBH Live – Tesco
Tesco Valentine's – Basket Dating
To help Tesco position itself the destination supermarket for Valentine’s Day, BBH London has created an online campaign that sees a psychotherapist match-make shoppers based on the contents of their shopping baskets. Looking to buck the trend that sees most Valentine's-focused campaigns targeting existing couples, Tesco are talking to everyone this year, showing how the supermarket can help both people in relationships, who want bright ideas for being genuinely romantic, as well as the 51% of the nation who are single and ready to find their match. Created by BBH Live, BBH's 30-strong creative and data driven social content unit, the online film looks to test whether your shopping basket can help you find love. Based on the insight that your shopping basket says a lot about you, the film sees a psychotherapist analyse the different baskets of 32 singles and match them based on how complementary their chosen products were. The “Basket Dating” campaign is running across social media on YouTube, Facebook and Twitter. All films were produced by Black Sheep Studios, BBH’s in house video production studio.
Saatchi & Saatchi – Alivia
Alivia - Wojna z Rakiem (The War on Cancer)
Now this is impressive stuff. By turning the war on cancer into a literal war, Saatchi & Saatchi and Interactive Solutions Poland have turned what could have been another well intentioned, but sobering spot, into something genuinely unique, but no less affecting. The integrated social campaign for the Polish oncological foundation Alivia, shows people suffering from cancer as fighters battling the illness, rather than helpless victims. The film, produced by Platige Image, appeals to a younger generation by resembling a video game, and the environment resembles the inside of a real organism. It shows a brave and determined female fighter who is fighting a metaphorical cancer monster, but runs out of ammunition and needs money to purchase more: a very clever analogy for the financial help needed by Polish cancer sufferers to fund their treatment. Cancer treatment in Poland is funded from donations, in particular from 1% of income tax that can be easily and personally transferred to Polish NGO’s. So the main message of the Alivia campaign is that 1% that can help to combat cancer. Smart, exciting and beautiful, this is a cracking idea pulled off with expert precision. The 60 second spot is at the heart of an integrated, multichannel campaign set for release in cinemas, social media platforms and TV.
“The message is simple: money is the ammunition to kill cancer. And there is only one side to fight for; the side of those who want to live” Saatchi & Saatchi Copywriter Marta Frączek
TBWA/Chiat/Day – Airbnb
Airbnb – Private Island
Airbnb has become the go-to destination for travellers wishing to stay somewhere more unique than a generic hotel, in its latest campaign, “Love This?,” the brand encourages people to book travel based on their passions as much as destinations. At the heart of the campaign are two different partnerships; the upcoming iconic Disney Film “The Jungle Book” and Bear Grylls, the star of “Man vs Wild.” In two 30-second spots, Airbnb aims to celebrate unique listings and bring them to life in highly engaging digital spots, featuring moments with Mowgli from “The Jungle Book” and Bear Grylls from “Man vs. Wild.” To help consumers experience these worlds, Airbnb will be offering special discounts on all tree houses and private island listings. Rounding out the campaign will be exciting seasonal content, showing how Airbnb has thousands of homes to help people live out their passions be that surfing, skiing or just kicking back on the beach. The spots will be featured across the US and internationally, with media buys in digital and cinema. There will also be social media buys on Facebook and Twitter. Airbnb worked with TBWA/Chiat/Day from the agency side among many others to bring the brand and its community to life.
“In this campaign, we put the spotlight on some of the more unusual Airbnb accommodations like tree houses, islands, ski chalets and beachside homes that travellers really love” Airbnb CMO Jonathan Mildenhall
Honourable Mention: Manchester United & Deadpool
Deadpool – Manchester United Dream
Included purely for the surreal fact we're actually seeing Marvel's most self-referential superhero taking on Manchester United at a game of football (or 'soccer') at the team's Aon Training Complex. Helmed by The Mob Sport director David Schofield in typical Mob fashion, the film is flush with stylised lighting and an intense mood - with a smart punchline finish. The Deadpool campaign in general has been absolutely inspired, with the decision to poke fun at the fact the incredibly violent and comedic action film is to be released on Valentine's Day, but creating a billboard campaign that posits the film as a sappy romance, probably one of the best jokes ever pulled in advertising. This latest spot is just the latest such stunt, with others including the “Merc with a Mouth,” played by Hollywood hunk Ryan Reynolds telling men how to check their testicles for cancer (really) and poking fun at Australians on Australia Day. Comedy is hard in advertising, but Deadpool has made it look effortless. Let's just hope the film lives up to the hype.
