Sustainability advertising can often be a snoozefest, a downer or both. But Yeti’s new campaign is a delight. Joining that work in our Top 5 this week are a pair of efforts from Wieden+Kennedy for very different brands, Anomaly’s debut spots for its new restaurant client and a typically mischievous stunt from Mischief. Below, check out our five favorite pieces of work from the past week.
The top 5 creative campaigns you need to know about right now
5. Nike: Sabrina's Laws of the Game
Agency: Wieden+Kennedy Portland
It’s great to see Nike celebrate another female athlete with her own signature shoe—something that happens too rarely in the sports world—and Sabrina Ionescu’s is interestingly designed, with a fun campaign to match. “Sabrina's Laws of the Game” leans into the craftiness of the New York Liberty point guard’s game, and the W+K spot is playful and varied, even including a fun reference to her classic Slurpee story. The sneaker itself is unisex and the whole campaign nicely captures the 5-foot-11 Ionescu’s relatability.
4. Buffalo Wild Wings: A Wild-Winged Buffalo Walks Into a Bar
Bringing a brand’s logo to life may seem like an obvious idea, but there’s a welcome absurdity to Anomaly’s first spots for Buffalo Wild Wings introducing “Hank,” a wild-winged buffalo who happens to talk and enjoy beer and chicken wings. The CGI from Untold Studios is pretty remarkable, and Beck Bennett is a solid choice for the voiceover. Hoops fans will see a lot of B-Dubs advertising this season, and hanging out with Hank should be an amusing way to spend that time.
3. TK Maxx: Everyone Knows
Agency: Wieden+Kennedy London
W+K puts a fun spin on FOMO (fear of missing out) in its latest work for European clothing retailer TK Maxx. “Everyone Knows” nicely positions the the chain’s low prices as common knowledge, leaving viewers eager to join the bandwagon. Much of the spot’s success is down to the execution, too, with director Jeff Low working his usual magic—as the lineup of endorsers gets funnier by the frame.
2. Capri Sun: Kid-Noise Canceling Juice Drinks
So much of creativity is about combining things you wouldn’t expect—and no one does it better than Mischief right now. This Capri Sun campaign, humorously pitching the brand’s juice drinks as “kid-noise canceling technology,” is a resonant one during the hectic back-to-school season. And they took it all the way, with a prank video and fun high-tech packaging—yet another example of Mischief finding a way to look at things from a fresh angle.
Also read: A guide to back-to-school marketing
1. Yeti: For Every Single Use
“Make it smart. Make it beautiful. Have fun.” Lee Clow’s mantra for how to make great advertising is encapsulated perfectly in this Yeti campaign, with its simple, striking imagery and succinct copy lines that compellingly contrast the brand’s durable products with single-use plastic and styrofoam alternatives. We spoke at length with Yeti’s CMO about this work and how it furthers the brand’s approach to sustainability advertising—which is really just its product advertising. Each execution is a welcome spin on the idea, and as a whole, this is easily one of our favorite campaigns of the year.