Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about right now.
5. Coca-Cola: Avengers Pin Tabs, WMcCann Brazil
In the world of “Avengers” tie-ups, this one was pretty cool. WMcCann Brazil transformed the pull tabs on special-edition cans of Coca-Cola into collectible pins featuring twelve different heroes. They were distributed to “Endgame” viewers and influencers in the Brazil market.
4. Adidas: Nemeziz Sculpture, Iris
Following “Fearless Girl,” perhaps sculpture installations are becoming a bit tired in advertising. But this one, from adidas, is nothing short of dazzling. To promote its Nemeziz 19 boots, the brand, along with agency Iris, placed this 12-meter long artwork on London’s South Bank. It used CGI to trace the movements of famous players, and features life-size slices of their bodies in motion, all wrapped up in the “agility bandage” material that encases the upper of the new shoe.
3. Calvin Klein: Bella Hadid and Lil Miquela Get Surreal
The real world and the virtual intersect in Calvin Klein’s latest ad, in which supermodel Bella Hadid locks lips with Lil Miquela, the popular, but completely computer-generated, influencer. It’s part of the brand’s new campaign, “I speak my truth in #MyCalvins.” (Like other CK work before it, this ad drummed up controversy for the brand with consumers citing it an example of "queerbaiting." Calvin Klein promptly apologized.)
2. Taco Bell: The Bell
Taco Bell levels it up to the extreme for its fans. This summer, the fast feeder will be opening a new Palm Springs hotel and resort, “The Bell.” All the food and drink will be Taco Bell-themed. It will even have a salon where guests can get brand-inspired nail art and hairstyles.
1. Vita Coco: “Impossible to Hate” pee post
Coconut water Vita Coco did something pretty daring. Following the release of its new campaign featuring its haters, from agency Interesting Development, another of its critics actually came out saying he’d rather drink the piss of the brand’s social media person. So, Vita Coco quickly responded by sending their staffer to the potty to collect a jar of pee.
That's it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.