Five brilliant campaigns of the week picked by the editor, well, me.
DO SOMETHING NEW, NEW ZEALAND by Tourism New Zealand & The Yarn Agency
A hilarious new tourism campaign has savagely mocked Instagram influencers for their cliche photos and social media posts.
In a new ad to promote New Zealand travel, comedian Tom Sainsbury poses as a member of the “Social Observation Squad”, following tourists to some of the country’s most iconic landmarks.
Among the popular “hot dog legs”, “hot tub back shot” or “follow me” shots, one of the key examples included is what Sainsbury calls the “Summit Spreadeagle”. This pose is frequently spotted on mountaintops across New Zealand like Roys Peak in Wānaka, or neighbouring Coromandel Peak where the video was filmed. There are nearly 70,000 photos on Instagram under #RoysPeak, many with the iconic raised hands pose.
100% Pure New Zealand will be monitoring #DoSomethingNewNZ on social media until the end of February, selecting ten creative kiwis who have shared something new to reward with $500 domestic travel vouchers.
MY HAIR WON’T BE SILENCED by Pantene UK & Pretty Green
A new report shows that 93% of Black people in the UK have faced microaggressions related to their Afro hair. Gold Series, by Pantene has partnered with Black Minds Matter and Project Embrace to help end discrimination against Afro hair in the UK. ‘My Hair Won’t Be Silenced’ campaign from Pretty Green for Pantene UK aims to increase awareness of hair discrimination and common micro-aggressions in the UK.
Pantene’s campaign is much-needed to emphasise that racism isn’t always explicit and can also take the form of subtle, unspoken microaggressions. When Black people face this over time, it can be incredibly detrimental to maintaining mental health. ‘My Hair Won’t Be Silenced’ will lead the way and inspire other brands in the haircare industry to take long overdue steps to cater for, and proudly represent the Black community.”
To read more about the campaign and what Pantene can do to help end hair discrimination visit pantene.co.uk.
LAPTOPS FOR KIDS – WANdisco, Learn Sheffield and The Star
The Laptops for Kids campaign – launched in September 2020 by The Star, WANdisco and Learn Sheffield – aims to close the ‘digital divide’ amongst disadvantaged young people. It was featured on this episode of Campaigns of The Week because it has just received £1.5 million boost from Sheffield Council.
This excellent campaign is a perfect example of private and public sector working together for greater good.
The financial boost from Sheffield Council will provide 1,000 pre-used laptops for school children of all ages, funding to purchase at least a further 5,000, and internet connectivity for children who currently do not have access at home.
The idea behind Laptops for Kids – now a charitable organisation – is to provide all children with access to equipment and technology they need to succeed in their education, by bringing together a group of like minded organisations, each providing unique expertise at different stages of the process.
The campaign model is being perfected in Sheffield but the campaign has recently launched in Doncaster and there are plans to expand further afield.
DRAG RACE & WWE CROSSOVER by WWE & The Romans
You may think WWE and RuPaul’s Drag Race are worlds apart, but the two have more in common than you’d realise.
WWE NXT UK’s Pretty Deadly (Lewis Howley and Sam Stoker) recently sat down with RuPaul’s Drag Race UK alum Cheryl Hole to discuss the similarities between being a WWE Superstar and a drag queen.
The brilliant of this campaign is creating a collaboration which brings people from completely industry/background together. When two brands collaborate, there are several benefits each organization will take advantage of. Wrestling and Drag Race? Just gaining a wider range of audience.
PLEASURE IS AN ENDLESS EXPLORATION by SKYN & Sid Lee Paris
In its latest efforts, ‘Pleasure is an endless exploration’—directed by Matt Lambert out of production company PRETTYBIRD UK—SKYN continues to build on this strategy by encouraging people to keep exploring.
The campaign is an invitation to explore pleasure, from the point of view of different communities, sexual orientations, and gender identities.
SKYN and Sid Lee have created a cheeky ode to exploration, freedom and pleasure, by giving a twist to the most well-known song ever written about body parts and primarily known as a childhood nursery rhyme: Head Shoulders Knees and Toes.
Feature photo by Rod Long on Unsplash
