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Coca-Cola get into the spirit of the Rugby World Cup

Coca-Cola Great Britain has launched its Rugby World Cup 2015 campaign, which looks to excite the nation ahead of the Tournament later this year. As official soft drink, water and sport drinks supplier of Rugby World Cup 2015, Coca-Cola is kicking off its activity by releasing a film featuring two Rugby World Cup winners; 2003 England hero Jason Robinson and Natasha Hunt, part of the victorious 2014 England Women’s Rugby World Cup side. Shot in a variety of settings far removed from those traditionally associated with the game, the film sees Robinson and Hunt explore the magic of the rugby ball to demonstrate how anyone can pick up a ball and play. At the heart of the campaign will be Coca-Cola’s biggest ever rugby on-pack promotion, giving consumers the chance to win one of up to one million exclusive Rugby World Cup 2015 Coca-Cola Gilbert replica rugby balls.

Coca-Cola Great Britain has launched its Rugby World Cup 2015 campaign

To support the on-pack promotion and ahead of rugby fever gripping the nation later this year, a TVC (above) will roll out to support the campaign in the coming weeks and run alongside out of home advertising. Alongside the ball giveaway, the brand will be putting on hundreds of free, rugby-inspired activity sessions in six cities across the country throughout the summer as part of its ParkLives programme. From touch, tag, rugby-fit and even rugby-inspired dance classes dancing, ParkLives will be offering sessions for everyone. Away from parks and green spaces, Coca-Cola is also working with its charity partner StreetGames to put on pop up street rugby sessions in every host city for the Tournament. Through the sessions which will be put on through StreetGames doorstep sport programme, the partnership hopes to engage a wider audience with rugby.

 

W+K Tokyo go fast and loud (and green) for Nike

A new film has been created by Wieden+Kennedy Tokyo for Nike with direction from up-and-coming filmmaker Keisuke Hakomori. The spot exists to build up the hype around the new Nike Zoom Elite 8 trainers, which are to be released in Japan this summer. For the “Night Racers” film, which is part of the brand’s “Go Fast” campaign, Tokyo racers were invited to create their own world of street racing and push the boundaries of speed.

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After midnight in Tokyo, one quiet street was dominated by the street racers in an underground, high stake race that is a little bit like watching a Fast and Furious film without the cars (or Vin Diesel). Nike Japan will leverage the campaign through online media and Nike’s social channels. On Sunday August 30, Nike Japan will culminate the campaign with a battle of speed during the one-mile night racing event dubbed “Tokyo’s Fastest Mile.”

 

Toyota and Saatchi award Hybrid users for ITV Movies

Toyota and Saatchi & Saatchi London launched a series of new idents this week as part of their ongoing sponsorship of ITV Movies, to promote the new Toyota Auris Hybrid. Designed to celebrate real life situations (all of which take place in the new Auris hybrid of course), each ident focuses on a different award category in a subtly funny and tongue-in-cheek manner. The Hybrid Awards include best animated short, best foreign film, best hair and make-up, best silent film, best supporting actor, best special effects and best lifetime achievement. Each spot focuses on everyday situations set in the new Auris, which are deserving of Oscar-style accolades.

Toyota and Saatchi & Saatchi London launched a series of new idents this week as part of their ongoing sponsorship of ITV Movies

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Rob Potts, ECD at Saatchi & Saatchi London, said: “Cars and movies have always made for an exciting combination. In these idents we’ve gone one further and made the passengers watchable as well.” Jemma Shaw, marketing communications specialist at Toyota, added: “This fun series of idents give the audience a preview into real life scenarios which I think the majority of people will relate to. The new idents also do a great job of showing off the new Auris Hybrid which launches this summer.”

 

Learn the art of Smorging with Castello Cheese

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BD Network has created a new nationwide experiential campaign for Castello Cheese to launch the “Art of Smorging,” a brand new way to dine inspired by the Scandinavian Smorgasbord. In contrast to the traditional cheeseboard, Smorging is a dining experience where friends can get together to share delicious cheese, artfully paired with some of their other favourite foods, all designed to enhance flavour. The campaign has been designed to engage and inspire a younger foodie audience and introduce the Art of Smorging in a fun and interactive way. BD Network has re-created a bright, modern Scandinavian kitchen to inspire consumers and capture their imagination during the daily commute. The experience transports them to a world where they can to get creative and experiment with flavours, breaking free the shackles of the traditional cheese and cracker board.

BD Network has created a new nationwide experiential campaign for Castello cheese - to launch the “Art of Smorging”

Live theatre chefs will deliver a bespoke experience for commuters, educating them on this new way to dine. Taking favourite flavours live from the audience our chef will build a personalised board showing you how to pair different types of Castello cheese to best effect. They will experiment with textures and tastes to create a fresh new experience each and every time. Consumers will then take away delicious Smorging boxes containing three mini cheeses, a guide to Smorging and money-off coupons to encourage them to try what they’ve learnt at home that night! The Smorg Station will being popping-up at eight UK train stations and other high-footfall locations nationwide including Liverpool, Manchester, Leeds and Bristol over the course of July and August delivering a total of 27,000 taste trials and 77,000 Smorging kits.

 

Lucozade and Ogilvy get VERY weird

Finally this week, we end on something delightfully odd. Dean Blumberg and the team at the Bouffant production company have completed a series of off-beat (to say the least) spots for Lucozade and Ogilvy Johannesburg. The no holds barred execution combines bold visuals and a powerful concept, creating films that are truly out of the ordinary. It’s almost like David Lynch took a shot at that twisted boat sequence from Willy Wonka. To say anymore would be to give the game away, so we’ll let the spots themselves do the talking. Pleasant dreams!

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