Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about right now.
5. VCA: ‘Pet Friendly,' Observatory
Mars-owned petcare brand VCA and Observatory created a branded web series featuring L.A. pets and the outsized effect they have on their owners. Veterinarian Dr. Sally provides a throughline for all three spots, not to mention awkward charm and impeccable comedic timing. The series is directed by comedian and producer Whitney Cummings.
4. Delta: ‘New York Stories,' Wieden & Kennedy New York
Delta does a deep dive into New York’s tight living quarters. Three eensy-weensy apartments (one of which is actually just a boat) are home, bittersweet home for tenants who love to travel, for obvious reasons. Wieden & Kennedy New York shot the spots especially for mobile. It’s tough to fit a TV into a 50-square-foot bedroom.
3. ESPN: ‘Don’t Retire, Kid,' Arnold Worldwide
ESPN and Arnold Worldwide put a sobering spin on an athlete’s retirement press conference. The pressure’s too much, and the game just isn’t fun anymore. But this time, the player’s still a kid, and he’s burned out before he’s even begun.
2. Oscar Gierup and Hampus Elfström: ‘Swedish Justice’
A pair of Swedish creatives noticed that President Trump doesn’t seem to understand their justice system, as evidenced by his meddling in the A$AP Rocky case. So they created an Ikea manual to explain it to him, complete with packing list and simple, clear illustrations.
1. Amazon: ‘Hilary’s Café’
Fans of Phoebe Waller-Bridges’ biting dark comedy “Fleabag” spent some time in the real world cuddling guinea pigs in a pop-up café from Amazon. Hilary's Café was open last week on Melrose Avenue in Los Angeles. If you missed it, cross your fingers for a gin-and-tonic pop-up in a church rec room someday. We can only hope.
That's it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.