This week: a big brand embraces a shortcoming, strange but compelling new products and a famous platform gets a deepfake twist.
The top 5 creative campaigns you need to know about now
5. Burger King: All About the Whopper
Burger King and agency Ingo came upon some data about the brand that wasn’t exactly favorable: most consumers can’t name anything on the fast feeder’s menu besides its signature burger, the Whopper. However, instead of fretting about it, the brand turned the insight into a global campaign celebrating the iconicism of the sandwich. (Let’s hope, however, they’re working on getting Bacon King and Ch’King some airtime too.)
4. Ikea: Seedballs
Agency: Robert/Boisen & Like-minded
Ikea’s marketing innovations have even extended to its famous meatballs. The brand, for example, shared the recipe for the tasty orbs during the pandemic in order to help encourage people to stay at home, and it also 3D printed them in a recruitment play for data and tech talent. Most recently, it created a version specifically for bugs. Last week, the brand and agencies Robert/Boisen and Like-minded unveiled Seedballs, which customers in Denmark can plant in their gardens to nurture the biodiversity necessary to protect endangered insects. It’s part of a partnership with the brand and WWF Denmark.
For more great ideas, bookmark our section covering the best in brand creativity every day at AdAge.com/Creativity.
3. Tropicana: Tropicana Crunch
Agency: Cramer-Krasselt, Chicago
Of all the new product innovations that CPG brands have unveiled in recent years, this is arguably the one that made us want to run straight to the grocery store in our jammies and slippers to try right away. Tropicana and agency Cramer-Krasselt Chicago recently unveiled Tropicana Crunch, a cereal designed to go specifically with your O.J. The idea was based on the insight that 15 million Americans have tried to sub O.J. in for milk with their cereal. Tropicana’s bowl crunchies, however, are designed specifically to withstand O.J.’s high acidity, staving off sogginess. There’s also a cool bonus prize: the cereal comes with a straw for sipping the leftover juice.
2. Backmarket: Hackmarket
French online marketplace BackMarket “hacked” one of the world’s biggest retailers, Apple, for this clever environmental push in time for Earth Day. BackMarket, which sells recycled and refurbished devices, leveraged Apple’s AirDrop feature to “drop” messages on showroom devices at Apple stores across Europe. In the campaign from Marcel, shoppers who clicked into the messages saw a clever plug: "This iPhone 12 comes in pink, blue, black and greener.” It then directed shoppers to where they could buy the previously used products on the Back Market website.
1. Dove: Deepfake Tutorial
Agency: Ogilvy London
Dove continues its quest to help protect girls’ self-esteem in its latest project from Ogilvy. Using deepfake technology, the brand created a series of online tutorials starring girls’ moms giving harmful, even toxic beauty advice that’s widely disseminated by influencers on social media, including recommendations to file down your teeth or get chemical peels on your skin. The campaign film captured the daughters and moms watching the videos together, further opening up discussion about the girls’ self-esteem.