Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about right now.
5. GSP: Don’t Get Silverstein’d, Goodby, Silverstein & Partners
In honor of Rich Silverstein’s recent birthday, agency Goodby, Silverstein & Partners created this Chrome extension that finally--gave the shop’s co-founder the spotlight he deserves. After years of being unrecognized merely because his name comes second to partner Jeff Goodby’s in the shop’s moniker, the extension automatically shifts Silverstein’s name to first billing in all content running online. Even better, it does the same for all those other unrecognized seconds, like David Kennedy, Chuck Porter and Stefano Gabbana.
4. Twizzlers: Chew On It, Droga5
Here’s a new twist to candy advertising. In Twizzlers’ first work from Droga5, the brand offers more than just a sweet treat. In a series of laugh-out-loud spots, the candy serves as a chew toy, of sorts, that helps folks sort out their inner conflicts--but what’s bothering them will surprise you.
3. Nike: Giannis Antetokounmpo Mount Olympus Basketball Hoop, Wieden & Kennedy Amsterdam
To honor the NBA’s season MVP, the Greece-born Giannis Antetokounmpo, Nike and Wieden & Kennedy Amsterdam scaled Mount Olympus and placed a special basketball hoop there. The stunt was captured on video and also marked the release of the NBA star’s signature shoe, the Air Zoom Freak 1, a first from the brand for a European player.
2. Ikea: Soffa Sans, Proximity
Ikea and Proximity debuted a typographical first--a font created from the brand’s Vallentuna sofa planner. Fans had already been coming up with wild seating creations using the planner, so the retailer bulit on that idea to create the cushy new letterforms.
1. Netflix/Baskin-Robbins: Scoops Ahoy Ice Cream Parlor, 22Squared
To ring in the arrival of Netflix’s third season of Stranger Things, the brand teamed up with Baskin-Robbins to transform a couple of its stores in Burbank, California and Toronoto, Canada into real-life Scoops Ahoy shops, the ice cream parlor featured on the show. All the details were replicated to a t--from the uniforms, menus and signage--to custom ice cream creations inspired by the show itself. Days after the debut, lines at the California store continued to wrap around the block, and some of the merch offered had already sold out.
That's it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.