This week: a brand's clever campaign calls out inadequate thank yous, empowering, uplifting tech and do-good metaversing.
The top 5 creative campaigns you need to know about now
5. ConnectRn: Nurses’ Weak Gifts
Agency: Mischief @ No Fixed Address
National Nurses Week in the U.S. runs every year from May 6 to May 12, and it’s meant to honor the caregivers who put themselves on the frontlines and save lives every day. Yet many of their employers show their appreciation in chintzy gifts such as lollipops or pet rocks. But this year, ConnectRN, a platform that hooks nurses up with flexible work opportunities, wants to do right by them with this campaign from Mischief @ No Fixed Address. The campaign invites nurses to share their “Nurses’ Weak Gift” on social media for a chance to score more satisfying presents such as a Serenity Kit with specialty tea, biscuits and a mug, or an Indulge Kit with decadent treats.
4. Microsoft: Anthem for All
Agency: McCann London
Microsoft’s latest emotional campaign from McCann showcasing the humanity of its technology, brought the gift of playing music to service personnel who had been wounded or disabled while on duty. Service people with disabilities, some of whom were avid musicians before their injuries, were invited to play instruments with the help of Microsoft’s adaptive technology. Ultimately, they performed an anthem for the Invictus Games, a sporting event for members of the military who have undergone life-changing injuries while in service.
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3. Homestart: Inverse
Agency: TBWA/Chiat/Day L.A.
The metaverse, of late, has become increasingly “real,” as some are using it to call attention to issues in the meat space. Previously, TBWA/Paris introduced the “first homeless person in the metaverse,” and now sibling agency TBWA/Chiat/Day L.A.and nonprofit Homestart are creating real estate in the virtual world to ensure that real families in need remain housed. “Inverse” is an apartment complex launching in the upcoming metaverse platform Cornerstone. It’s a luxury virtual building designed by architectural firm Icon consisting of 49 units, each of which will be sold as an NFT. Each will be priced up to five Ethereum, or around $12,500, and all proceeds plus 10% of resales will go to HomeStart to help families under the threat of homelessness.
2. City of Chicago: Chicago
Agency: Quality Meats
Chicago may be known for its hot dogs, pizza and architecture, but this campaign to promote the Windy City now wants to put its water in the spotlight too. “Chicagwa” is a new canned water brand, which is basically a packaged version of Chicago H20, adorned with colorful illustrations from local artists. The water will be available at local retailers and will be distributed at events around the city, the point being, to promote the fact that Chicago’s tap water, straight from Lake Michigan, is some of the freshest you can get.
1. Coors Light: Chillboards
Coors Light doesn’t just want to cool beer drinkers down for the summer, it wants to lower the temperature of the entire city of Miami. This clever environmental campaign from DDB saw the brand painting white murals on top of the black rooftops of apartment buildings around the city, a practice that effectively helps to lower the temp for the residents, sans the assistance of A.C. As part of the effort, Coors Light is also giving away 5,000 gallons of reflective paint to Miami residents to continue the cooling.