Watch: The top 5 creative brand ideas you need to know about right now
Welcome to a live episode of the top 5 creative brand ideas you need to know about right now.
Ad Age's Creativity Editor Ann-Christine Diaz and Creativity Associate Editors Alexandra Jardine and I-Hsien Sherwood ring in the new year with a countdown on the week's best ideas, including a dirty move from a diaper brand, a big brand's fresh new identity, and a food delivery platform's inventive initiative to help multiple communities.
5. Ikea: Fortune favors the frugal
Agency: Mother London
Ikea kicks off the new year with a hyperbolic warning: our planet will be blown into smithereens unless you change your environmentally irresponsible ways. The brand relays that message in a new campaign from Mother that includes a spot by Tom Kuntz that depicts our human garbage as a massive meteor hurtling toward the earth—but as people become more eco-friendly, with the help of various Ikea products, the projectile eventually disintegrates.
4. Progressive: Dr. Rick’s Methods
Agency: Arnold Worldwide
Progressive continues to deftly build on our fears of becoming our moms and dads in the latest ads from its “Parentamorphosis” campaign, which brings back the “Parental-Life Coach” known as Dr. Rick. Here, we see the good doc try to school young homeowners on how not to become their parents, teaching them about PDFs and hashtags while steering them away from things like kitschy wall art featuring inspirational messages.
3. VisitLEX: The Harmon Room
Agency Cornett has already come up with clever ways to lure tourists to Lexington, Kentucky for the city’s tourism body VisitLEX (many of which have involved local horses) but this latest might be the most compelling draw yet. It capitalizes on the recent excitement over the Netflix hit “The Queen’s Gambit,” about young chess prodigy Beth Harmon, who calls Lexington her hometown. Cornett, along with the help of various interior designers, transformed one of the rooms at the city’s 21c Museum Hotel into a Beth Harmon suite, furnished with decor inspired by the show. There’s ‘60s-style wallpaper and furniture, chess books and magazines and even a massive, upside-down chess board on the ceiling above the bed—inspired by Harmon’s drug-fueled hallucinations that helped her plot out her winning moves.
2. Burger King: 2021 Rebrand
Agency: Jones Knowles Richie
Burger King unveiled a new visual identity that feels modern and fresh yet embraces the visual sensibility of its iconic branding from decades past. The rebrand created in partnership with Jones Knowles Richie includes a new burger logo reminiscent of the mark introduced in 1969, as well as a new, curvy proprietary font, appropriately dubbed “Flame.” The new look—flatter, with fewer colors and elements takes into account today’s digital platforms and comes as Burger King has been been overhauling its ingredients with the removal of artificial colors, flavors and preservatives while also putting more emphasis on its sustainability efforts.
1. Doordash: Art for Foodies
Agency: We Believers
Every December, many in the art world descend on Florida for Miami Art Week. The pandemic, however, put a damper on the celebrations and major fairs like Art Basel pulled out. DoorDash with agency We Believers saw this as an opportunity to help the community in more ways than one. The delivery brand offered a platform for art lovers to purchase works from artists like De Yavorsky, Oyhanarte, Uribe and Yanes by putting them up for auction. But payment had to be made in the form of food orders. Those who coveted the pieces ended up purchasing tons of meals that ultimately helped to feed frontliners and those in need. Meanwhile, restaurants, which have been struggling during COVID, earned more business trying to fulfill all the orders.
That's it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.