Five brilliant campaigns of the week picked by the editor, well, me 🙋🏻♂️
BREAKFAST, DONE PROPERLY – McDonalds and Leo Burnett London
Through McDonalds’ icon menu, Leo Burnett has helped to encourage the UK nation to remember how good it feels to start the day with a properly satisfying breakfast in their latest campaign “Breakfast, Done Properly”.
The integrated campaign seeks to shift the perception of breakfast away from being the antidote to a bad morning and into the realm of enjoyment and fulfilment, whatever the occasion.
As per The Drum, the campaign features a range of people in various scenarios escaping their everyday life to be immersed in the breakfast-eating experience, whether that be a nurse enjoying a well-deserved treat after a busy shift, builders renovating a church or night-revellers heading home after a night out. As they take their first bite, a single spotlight from a nearby natural light source plunges the eater into a world of enjoyment.
Save Ralph – The Humane Society
#SaveRalph is a powerful stop-motion animation short film produced by Humane Society International, featuring an all-star multinational cast including Taika Waititi, Ricky Gervais, Zac Efron, Olivia Munn, Pom Klementieff, Rodrigo Santoro, Tricia Helfer, and more.
Save Ralph is a powerful stop-motion animation short film featuring Oscar winner Taika Waititi as the voice of Ralph, who is being interviewed for a documentary as he goes through his daily routine as a “tester” in a lab.
HSI’s #SaveRalph campaign tackles the cruelty of animal testing in an original and unexpected way—using the story of one bunny to shine a light on the plight of countless rabbits and other animals in laboratories around the world.
While Ralph is animated, the miseries he endures in the short film are far from made up. As Spencer Susser, the director of Save Ralph, says, “It’s so important that Ralph feels real because he represents countless real animals who suffer every day.”
Susser, known for his film Hesher, is among a slate of powerhouse celebrities and influencers who collaborated with Humane Society International on the making of Save Ralph. In addition to Waititi as Ralph and Gervais as the interviewer, the film has Zac Efron as Bobby, Olivia Munn as Marshmallow, Pom Klementieff as Cinnamon, and Tricia Helfer as Cottonballs.
BRITAIN GET TALKING – ITV and Uncommon Creative Studio
As part of ITV’s “Britain get talking” mental-health initiative, a print campaign shows that even the simplest of activities, from cooking to a weekend walk, can present opportunities to open up.
Britain Get Talking’s new campaign launched in Ant & Dec’s Saturday Night Takeaway, with Ant & Dec conducting an awkward interview entirely by text to show the need of having better quality conversations. The text stunt is accompanied by a series of short form Hub content and ads, called The Britain Get Talking How to Chat Show, which emphasises the same theme of how better conversations can help.
A series of 30-second ads called “The Britain Get Talking How to Chat Show” will also run on ITV to inform viewers of longer content through the ITV Hub, the channel’s catch-up streaming service. They will feature the line: “The better you talk, the better you feel.”
The print ads pair copy with manipulated everyday objects, such as a receipt from a food shop, an open cookbook, a folded OS map and car parking tickets. Among those relatable items are hidden messages that encourage better conversations in ordinary moments.
A COLOURFUL LIFE – Farewill and The Romans
When it comes to death, it is often shrouded in formality, tradition and more often than not, the colour black.The ceramicist John Booth is proposing an alternative to the sombre perceptions of death. The artist has teamed up with UK death specialist Farewill for ‘A Colourful Life’, a new campaign that aims to reflect the vibrancy of life through five limited-edition bespoke ceramic cremation urns.
“This year has completely changed the way I think about and now deal with death, which was a huge factor in my decision to work with the brand. What also stood out to me was Farewill’s modern and accessible approach to the death industry”, said John.
TRAVEL AS YOU ARE – Orbitz
Orbitz is introducing a refreshed travel hub aimed at LGBTQ consumers with the premiere of a short film on its website and streaming video platforms. The Expedia-owned company’s “Travel As You Are” national campaign invites people to travel on their own terms, “not the ones society created for them.”
Orbitz’s “Travel As You Are” campaign aims to reach LGBTQ consumers as the travel industry awakes from a pandemic-induced slumber. The creative aims to inspire the LGBTQ community to consider booking a trip through Orbitz’s updated travel hub that showcases hotels and locations that are more inclusive.
The timing of Orbitz’s “Travel As You Are” campaign comes as people consider their summer travel plans, though the pandemic has led to the cancellation of many events for Pride month in June. Until in-person events fully return, brands are likely to stick with their virtual campaigns for the occasion.
