Until New Year's Creativity will be counting down 2013's best moves in brand creativity.
Of late, it seemed the world of alcohol advertising has been saturated with images of attractive millennials, either having a rollicking good time or in search of a deeper cause. But then, this short film running in Europe for Tullamore Dew Irish Whiskey, created out of New York boutique Opperman Weiss and directed by RSA's Laurence Dunmore came out, leaving the others in the dust with a simple approach: a beautiful story, expertly told.
The film, which comes in at No. 6 in our film category, opens with a crew of young, suited gents meandering through verdant hills to a rainy church graveyard. As they stroll together, shoulder to shoulder, maneuvering their way past headstones, they reflect on good times past and break out the Tullamore to toast one of their mates, who we presume has transitioned to a world beyond -- which, he has, but not in the way we're expecting.
BMW-owned Mini celebrated its customers with an outdoor campaign by Iris, which comes in at No. 6 in the print and design category. As they passed digital screens along one of London's main roads, Mini drivers found simple, fun content aimed directly at themselves. Messages such as "Hey cream Mini, what's your secret?" and "Hello blue Mini driver," flashed up on giant screens, thanks to software that recognizes the Minis as they drive by, along with a team of "spotters" who had to pass a test to prove they could see and name a make of a MINI from 50 paces.
At No. 6 in the integrated category is Google's masterstroke in naming its new operating system after everyone's favorite chocolate bar. Google Android is notoriously sweet-toothed. Its developers have code-named each iteration of the operating system after a delicious treat. It all started with version 1.5, dubbed Cupcake, then moved on to Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich and Jelly Bean and now a branded confection--KitKat!