The Top 5 breakthrough creative ideas we're excited about

By Ann-Christine Diaz & Alfred Maskeroni | August 20, 2018 |

Welcome to the Creativity Top 5 most innovative brand ideas we're excited about.

At number five, Virgin Atlantic and Delta are showcasing their partnership through beer -- 230 different kinds. With the help of agency Figliulo & Partners, the brands have opened a pop-up pub in London, “The Joint Venture,” which serves different brews from the more than 200 far-flung destinations they travel to.

At number four, a product innovation: a maxi pad that you can cut out of a newspaper! Actually it’s an ad created by Adam & Eve DDB for new sanitary protection brand Hey Girls. It highlights how one in 10 girls in the U.K. can’t afford feminine care products, so they have to come up with other, inconvenient ways to get by.  The company gives away a free pack to girls in need for every one it sells.

At number three, Bud Light’s funny strategy to leading an NFL team to triumph. The brand has installed special fridges at bars in Cleveland. They’re full of Bud Light, but they’re secured with locks that won’t be opened until the city’s struggling team, the Cleveland Browns,  gets its first season victory.

At number two, this time, a real product innovation: paint made from discarded flowers. JAT Holdings and Leo Burnett Sri Lanka have turned waste that comes from the flower offerings at Buddhist temples into a new line called Petal Paint.

And at number one, The New York Post recently featured an advertising cover wrap that practically ensured it would sell out -- it featured the logo of cult streetwear brand Supreme. Once it dropped, the paper flew off the stands and straight onto eBay, which now has nearly 900 listings. Better yet, it introduced a print publication to a whole demographic-. As one 18-year-old said, “This is the first time I ever bought a newspaper.”

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