Corona is on a roll lately. After appearing in last week’s Top 5 for its “Second Chance League” campaign in Mexico, the brewer places two campaigns this week—including a print and OOH effort that cleverly promoted recycling. In addition, we have a fun celeb collab from Wendy’s, a clever Spelling Bee tie-in from Jimmy Dean—plus, Zippo posters that are truly lit (sorry). Check out this week’s Top 5 below.
The top 5 creative campaigns you need to know about right now
5. Corona: 900 Minutes for Equality
Agency: We Believers
Shortly after unveiling the “Second Chance League” for Corona Mexico, We Believers gave us its second straight “Top 5” campaign for the same client. “900 Minutes for Equality” found a novel way to draw attention to the gender pay gap in Mexico’s professional soccer leagues. To communicate that women players make 10 times less than men—and thus have to play 10 times as long to make the same amount of money—the agency organized an uninterrupted 900-minute match for top female stars. Everything about the game was oversized—including the attention it commanded in the country.
4. Wendy’s: Buy U a Frosty
It seems to be the summer for pink-hued branded music videos. Weeks after Dr Pepper did one with Yung Gravy, Wendy’s got into the act—recruiting T-Pain (here renamed Fros-T-Pain) to reimagine his hit “Buy U a Drank” as “Buy U a Frosty.” The rapper delivers a fun performance right to the end, where he wakes up from his strawberry fever dream to find himself amid a collection of Frosty empties.
3. Jimmy Dean: Misspelling Scramble
Agency: Ogilvy Chicago
The Scripps National Spelling Bee is always a peculiarly compelling event, and this year Jimmy Dean and Ogilvy found a fun way to tie into it—unveiling ads in the area with misspellings in them. They further gamified the campaign by offering a chance at free breakfasts for people who spotted them. And the whole thing fit nicely into Jimmy Dean’s brand positioning—that its protein-packed breakfasts help you perform at your best all day.
2. Corona: Coronaless
Agency: David São Paulo and David Bogota
Yes, it’s Corona once again—this time with a clever print campaign from David in which the brewer “returned” the bottles in its print ads to encourage recycling. The work nicely ties into the current photo-editing trend of removing items from pictures, while subtly making its environmental point.
1. Zippo: Pyrotechnic Posters
Agency: Ogilvy New York
Our favorite campaign of the week featured a traditional medium—print—enlivened by some impressive tech. To communicate that its lighters are perfect for outdoor enthusiasts, Zippo (with help from Ogilvy) created a series of posters using thermochromic ink. The posters appear completely blank at first, but when heated by the flame from a Zippo lighter, they reveal detailed black-and-white illustrations of outdoor scenes—places nature lovers would enjoy exploring. It’s nice to see brands experiment with novel mediums like this, and the influencer outreach strategy was 🔥 as well.