Until New Year's Creativity will be counting down 2013's best moves in brand creativity.
At No. 7 in the film category is Chipotle's resoundingly successful follow up to "Back to the Start," its 2012 Cannes Grand Prix-winning film. This year, along with agency CAA Marketing, the restaurant introduced "The Scarecrow," which took an ultra-critical look at Big Food in order to highlight its own sustainably-sourced ethos. The film is accompanied by an interactive game, which features the same characters. Players fly through the city of Plenty to transport confined animals to open pastures, fill fields with crops at Scarecrow Farms, and serve wholesome food to people at PlentyFull Plaza, while avoiding the menacing Crowbots. Chipotle will be giving away as many as a million buy-one-get-one-free offers to consumers who successfully play it.
Some of the best work this year came from marketers that sought to do good while pushing product. A good example of this is fragrance house Givadaun, which used scents to evoke emotional memories for patients suffering from dementia and Alzheimer's. "Smell a Memory," which comes in at No. 7 in the print and design category, is a project by JWT Singapore that create bespoke kits personalized for individual patients, using their family history, ethnicity, age and personal stories. The brand's perfumers have bottled smells like "Bedtime Stories" and "Prayer" and have used ingredients relevant to Singapore, with herbs and spices from Hainanese coffee, local dishes, as well as incense used in local temples. The team tested the power of the scent in two trials at care facilities in Singapore and found that the kits aided in sparking memories among those with dementia and Alzheimer's, helping them re-engage with the world they live in, and their families and friends. Givaudan now plans to extend the project to other regions as part of its sustainability program, and continue trials in Singapore.
And for sheer tactical brilliance, Century 21 takes the No. 7 spot in the integrated and interactive category. AMC's "Breaking Bad" is over, so what better way to cap off the series than to put a for-sale sign on Walter White's Albuquerque home? To pay tribute to the end of the series, Mullen created this faux Craigslist post advertising the science teacher-turned-drug-lord's New Mexico pad. The ad also featured a phone number to a Century 21 agent named Carol: 575-208-4399, who praises the caller for appreciating excellence -- just as her company does.