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 Creativity Editor Ann-Christine Diaz, U.K. Editor Alexandra Jardine, Creativity Associate Editor I-Hsien Sherwood and Ad Age Senior Reporter Jessica Wohl look back on the week's most inspiring ideas, including a swimmable billboard, an air-purifying playground and a heart-stopping graduation speech.
5. Otrivin: Air Bubble
Agency: Saatchi & Saatchi London
Nasal spray brand Otrivin created an experimental “air-purifying’’ playground to highlight the dangers pollution poses to children. Working with Saatchi & Saatchi London and architecture and innovation firm ecoLogicStudio, the brand developed the “AirBubble’’ outdoor play space in Warsaw, Poland, in an area that suffers from high pollution levels. The design integrates 52 cylinders of algae, filtrating the pollutants to release oxygen, and the air purification is also powered by the children themselves as they play. The project is supported by an ad featuring kids in gas masks, directed by Stink’s Tino.
4. Mint Mobile: Bobby Bonilla
Agency: Maximum Effort
Every July 1, the New York Mets fork over more than $1 million to Bobby Bonilla, even though he hasn’t played professional baseball since 2001. It’s the outcome of clever contract negotiations on Bonilla’s part (and a textbook blunder for the Mets) that’s become known as Bobby Bonilla Day. Now Mint Mobile, the wireless provider owned by Ryan Reynolds, is offering customers their own version of Bonilla’s multi-year payday. For one day only, users can get 25 years of wireless service for $100 per year. Bonilla himself stars in an ad from Reynolds' Maximum Effort, explaining how viewers can share in his good fortune.
3. NFL: Football is Gay
Just ahead of Pride Month, National Football League player Carl Nassib of the Las Vegas Raiders announced on Instagram that he was gay, marking the first time an active athlete in the NFL has come out publicly. Now, the NFL has come out with a declaration of its own: “Football is gay.” In a typography-driven ad from 72andSunny, the NFL turns on its head what has typically been a pejorative and discriminatory use of the term “gay,” using it as just a descriptor to illustrate how inclusive the League is.
2. Adidas: Swim Billboard
Agency: Havas Middle East
Adidas invited women to swim in a billboard last month at one of Dubai's most popular beaches, in an outdoor stunt that promotes the brand's new inclusive swimwear collection for women. What Adidas claims is the "first-ever liquid billboard" was actually a mini-swimming pool five meters high, three meters deep, made of reinforced transparent acrylic and holding 11,500 gallons of water. Influencers and celebrities took a dip, having been invited with their own swimwear kit in a specially designed box. And live footage from inside the billboard was streamed on a digital screen at the Dubai Mall ice rink.
1. Change the Ref: The Lost Class
Agency: Leo Burnett Chicago
In late June, David Keene, a former president and current board member of the National Rifle Association, and John Lott, a political commentator and gun rights advocate, took to the podium to deliver a commencement speech—to 3,044 empty seats representing the high school students who might have had a chance to graduate this year, had they not lost their lives to gun violence. Both believed they were giving graduation speeches at a Las Vegas High School, but in fact, it was all a fabrication from gun safety organization Change the Ref, part of “The Lost Class” campaign created out of Leo Burnett Chicago and directed by Hungry Man’s Bryan Buckley. The film leads viewers to "The Lost Class" website, which encourages visitors to demand that lawmakers pass legislation requiring universal background checks for gun ownership.
That's it for the Top 5. Make sure to check out more of the best in brand creativity at AdAge.com/Creativity.