This week: The major consumer tech and platform brands get creative via inventive and poignant storytelling, metaverse experiences and even "traditional" tactics.
The top 5 creative campaigns you need to know about right now
5. WeTransfer: Together We Make
Although WeTransfer is best known as a file-transfer service, the brand came out in a big way to promote its extensive lineup of tools for the creative set. The multi-platform “Together We Make” campaign, created with Preacher, includes a pair of films that personify creative ideas as they evolve from concept to execution, with the help of WeTransfer’s new collaborative offerings. One, for example, illustrates the development of cover art for Japanese pop-metal band BabyMetal, which is set to appear on an upcoming release.
4. Apple: The Comeback
Agency: TBWA/Media Arts Lab Shanghai
It was a big week of marketing for Apple, which debuted the latest in its series of poignant productions for Chinese New Year, all captured on the iPhone. This year’s film, a story directed by Zhang Meng that spanned an array of genres including martial arts action and sci-fi, centered on how a struggling, aspiring director found passion for his craft once again. This one, however, marked a historical moment for the brand—it’s the first time an iPhone appeared on screen (and not just behind it) in a “Shot on iPhone” film.
Plus, a bonus:
Along with the iPhone, the brand also came out to promote Apple TV+ with the help of an envious Jon Hamm.
3. Meta/Berlin Alte Nationalgalerie: Magical Reflections
Digital Production: MakeMePulse
As many are still trying to grasp the potential of the metaverse, this Meta-backed project promoting Berlin museum Alte Nationalgalerie gives viewers a glimpse of it. The VR/XR experience titled “Magical Reflections” turns artwork in the gallery into virtual photography hotspots. Visitors are invited to “step inside” the works, navigate throughout their environment and use virtual photography to take a snapshot. Meta’s internal team worked with digital production studio Makemepulse to create the project.
2. Twitter: NFT Profile Pictures
Agency: Twitter Studio; Where the Buffalo Roam; Run Kick Shout
Twitter became the latest big tech brand to make moves in an area that brands are increasingly trying to make sense of—NFTs. Last week, the company debuted a feature allowing users of its subscription-tier service Twitter Blue to turn their NFTs into profile pictures, via links to their digital wallets on Coinbase, Metamask, Trust and others. Those who use them are distinguished as actual owners of the NFTs by the distinctive hexagonal shape of the pics.
Twitter also made a mark in a more traditional format last week. A massive billboard campaign running in major cities including Los Angeles, New York and Miami highlighted how celebrities and everyday folks manifested their dreams via Tweets. The billboards feature past tweets from stars including Sim Liu Megan Thee Stallion and Demi Lovato, posting about their dream gigs—all of which today, have become reality.