Five brilliant campaigns of the week picked by the editor, well, me.
THE ROAD TO COMPLETION by Habito & Umcommon
Online mortgage company Habito and studio Uncommon have released an erotic novel, featuring a short story by My Dad Wrote a Porno’s Rocky Flintstone and visuals courtesy of illustrator Sebastian Schwamm. Aimed at homebuyers dealing with mortgage stress – and thus a loss of libido – the book arrives just in time for Valentine’s Day this weekend.
The Road to Completion is available for free on Habito’s website, and you can also purchase the novel from the Amazon Kindle store. All proceeds are donated to the Terrence Higgins Trust, in support of its work on HIV and sexual health.
LOVE RESPONSIBLY by Absolut & Weber Shandwick US
Absolut launched #LoveResponsibly – a campaign that asks people to share what loving responsibly looks like to them in a world where connecting with others in meaningful ways has become increasingly more difficult.
A survey conducted for Absolut by KRC Research highlights how all types of relationships have been put to the test over the past year, with nearly 40% of Americans saying they have experienced strains in their closest loving relationships, and that drinking more alcohol plays a role in some instances. Still, more than 80% believe that celebrating Valentine’s Day this year is as important, or even more important, than last year, showcasing the resilience of love.
Absolut asked fans a simple question: “How do you love responsibly?” Whether that love is with an intimate partner, family member, friend, pet, or even your relationship with yourself, we want to learn and share the many ways that people of all backgrounds love responsibly. Consumers can share their answers as written text, video or image using #LoveResponsibly and tagging @AbsolutUS.
ZeroZeroZero by NOW TV & Fever
NOW TV has teamed up with Fever in a new campaign to mark the launch of a drama about cocaine trafficking ZeroZeroZero, working with artist Nathan Wyburn to make a gigantic piece of art with 161kg of flour and highlight the four top European cities.
Wyburn’s piece highlights four peaks representing the European cities with the highest consumption rates. London is twice the size of Barcelona (80.18kg per week, 12.74kg per day) which occupies second place, and almost three times that of Amsterdam and Berlin in third and fourth position with the smallest peaks.
Nathan Wyburn said: “I’ve worked with all manner of unique ideas and mediums over the years. This intricate piece has been incredibly interesting to design but it’s also harrowing to see such shocking statistics piled high in flour form.”
ZeroZeroZero is available on streaming service Now TV and Sky Atlantic from 4 February.
WEETABIX SOCIAL MEDIA CAMPAIGN by Weetabix & Frank
Weetabix and baked beans? Baked beans on Weetabix? Weetabeanz? Weetabix divided the nation last week by making a storm on Twitter. Ultimately, this campaign is so successful that the search volume for Weetabix on Google has risen sharply.
Wanna see the campaign?
The fun and viral part of this campaign is when other brands join this controversial conversation.
It’s even been discussed in the House of Commons.
MARMITE DYNAMITE by Marmite & Adam&Eve DDB
Adam&eveDDB, in partnership with Mindshare and Kinetic, has delivered a suite of explosive OOH special builds to celebrate the launch of chili-infused Marmite Dynamite, encouraging both lovers and haters to handle the new product with extreme care.
The launch execution features the giant lid of a Marmite Dynamite jar, which has exploded out of a 48-sheet poster and into a nearby car windscreen. Follow up executions feature huge lids blown skywards and hooked onto nearby buildings and trees.
Whether you love it or hate it, this eye-catching and unique OOH campaign will absolutely remind you to be careful with your jar of Marmite Dynamite.
A successful campaign eventually results in more searches for a brand, and this is a successful campaign.
Keep your eyes peeled because I heard there are two more to come!
