Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about right now.

5. Cadbury: ‘Donate Your Words’ Pop-Up Store, VCCP
Chocolate brand Cadbury continues its ongoing campaign from VCCP alongside seniors charity Age UK to combat loneliness among senior citizens. The brand opened a pop-up retail store where customers don’t need money to pay for goods. The currency is committing to acts of kindness for the elderly.

4. Budweiser: 'Halloween Mugshots,' David Miami
Budweiser and David Miami’s Halloween campaign wants to “scare” people into drinking responsibly. It features mugshots of real people who were arrested during the holiday for intoxication-related offenses, with the line, “Don’t let Halloween haunt you forever.” The subjects are the real deal and actually did commit crimes on the holiday, but the agency took creative license and created the Halloween-themed police shots.

3. Plastic Change: 'Plastic People,' Bacon
Environmental campaigns have often depicted the gruesome effects of plastic waste on sea creatures, but this new ad from Plastic Change and directed by Ida Andreason via Bacon puts the issue in a different perspective--by showing humans entangled and trapped in six-pack rings and other garbage.

2. Miller Lite: 'Unfollow Miller Lite,’ DDB Chicago
Miller Lite pulled a bold move—by asking people to unfollow it on social media. In a campaign from DDB Chicago, the brand is plugging itself as “the original social media” and is trying to reimagine the classic “It’s Miller Time” slogan by trying to help our digitally-addicted culture shift their focus back to the here and now. As part of the effort, the brand is also taking a two-week break from social media posting.

1. Budweiser: 'Support the NWSL,’ VaynerMedia
Another smart idea from Bud. Along with VaynerMedia, Budweiser is boosting its support for the National Women’s Soccer League with a campaign trying to recruit other big brands to come on board as sponsors.

That's it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.