Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about now.
5. Spotify: '2018 Wrapped', Spotify in-house
For the third year in a row, Spotify released insightful and voyeuristic data about its users' listening habits. According to Ariana Grande, God is a woman, and 28,802 people agreed with her by naming playlists after the song. Only 9 called their list "God is a man."
4. BMW: 'Straight Line', Goodby Silverstein & Partners
BMW put its X5 SUV on the straight and narrow. Ahead of the L.A. Auto Show, they drove one from the factory in Spartanburg, South Carolina, to the West Coast without turning left or right--across fields and rivers, down dirt roads and right onto the show floor, mud and all.
3. Secret: 'I'd Rather Get Paid', Wieden & Kennedy Portland
Secret deodorant is glad brands say they're on board with equal pay but says it's time for companies to pony up the cash. The music video "I'd Rather Get Paid" follows an outspoken office worker who's fed up with 80 cents on the dollar. Watch for cameos from Samira Wiley, Sophia Bush and Abby Wambach.
2. International Committee of the Red Cross: 'The One Gift Santa Can't Deliver', Adam&Eve/DDB
The Red Cross paints a brutally realistic portrait of Christmas in a war zone. Santa Claus dodges mortar fire to find a young girl, but he can't give her the one thing she wants for the holidays--to be reunited with her family.
1. Libresse: 'Viva La Vulva', AMV BBDO
Personal care brand Libresse lets vulvas speak for themselves. Seashells and purses, fruit and origami all stand in for vocal vaginas that sing Camille Yarbrough's 1975 song "Take Yo Praise." The three-minute film promotes reproductive health and education and makes it clear that every vulva is--and should--be different.
That's it for the Top 5. Make sure to check out more of the best in brand creativity at adage.com/creativity.