Five brilliant campaigns of the week picked by the editor, well, me. 🙋🏻♂️
THE WILDLIFE IMPACT GIFT CARD by Mastercard and McCann
As per Interpublic Group, many critically endangered species may go extinct by the time these cards expire. Mastercard, in partnership with Conservation International, is turning the card expiration date into a tool to create awareness about the importance of protecting all species.
Across the world, habitat loss poses the greatest threat to wildlife, with one million animal and plant species now at risk of extinction. Conceived by McCann XBC, Mastercard’s Wildlife Impact Card program offers consumers an opportunity to contribute to Conservation International’s efforts to conserve the habitats of many critically endangered species globally. These species include the Sunda Pangolin, African Forest Elephant, Peruvian Yellow-Tailed Woolly Monkey, and the Black-and-White Ruffed Lemur.
For each card purchased, $1 will be donated to Conservation International to help protect and restore wildlife habitats, including priority areas equal to 40 million hectares of landscape and 4.5 million square kilometres of seascape globally by 2030. Consumers can further support the cause by contributing to Conservation International through the Mastercard Donate platform.
THE SIMPLE PLANT-BASED COOKBOOK by Merchant Gourmet and Uncommon Creative Studio
Uncommon and Merchant Gourmet — the plant-based, healthy grains and pulses brand — has launched a new vegan cookbook: The Simple Plant-Based Cookbook, now available on Amazon. The cookbook contains over 60 tasty plant-based recipes using wholesome lentils, grains and chestnuts.
The project comes following Uncommon’s new strategic direction for the brand: ‘Appetite for change’ — which aims to encourage the UK to help the planet one meal at a time, by making plant-based food that tastes incredible.
The cookbook contains more than 60 ways to help the planet. For starters, you can plant the limited edition cover. It’ll grow basil, parsley, oregano and a bit of hope. The herbs are for the recipes. The hope is for the environment.
In the book, Merchant Gourmet will be sharing a wealth of simple, plant-based recipes perfect for any occasion, using its ready-to-eat pulses, grains and chestnut products.
All the recipes are deliciously plant-based and are designed to make it easy for anyone adhering to a vegan diet, or simply cutting down their meat consumption, rustling up tasty meals in minutes without the fuss.
IT STARTS WITH SUMMER by Google UK and Uncommon Creative Studio
Google’s Summer helpfulness campaign drives emotion back into its most powerful feature: the power and act of search.
With lockdown restrictions easing in the UK, the campaign tells a story of freedom and release and the role Google plays in your every achievement — from every day to the epic. The campaign invites users across all channels to consider “what are you searching for this Summer?”
The integrated campaign launches with the 2-minute advert that will premier during Channel 4’s ‘Great British Bake Off: The Professionals’ on Tuesday 1st June and will continue to play out on YouTube, TV, Cinema, VOD, Online and Social throughout the month of June and July. The campaign covers all channels and will be accompanied by a digital and poster suite launching in the coming week across iconic locations in the UK!
ONLY YOU by Spotify
There are more than 356 million users on Spotify who know that listening is everything. And with more than 70 million tracks and 2.6 million podcast titles to pick from, there’s always something new to discover, share, and enjoy. Spotify has launched Only You, a global campaign complete with an in-app experience and personalized playlists that celebrates just that.
As part of the campaign, Spotify is releasing hero films directed by Similar But Different celebrating the unique personalities, habits, and expressions of fandom within the Spotify community. The films zero in on one hypothetical listener of SZA, Lil Nas X and Harry Styles as an ode to the millions of fans who use our platform every day to connect with the music they love.
Spotify’s data-driven creative comes complete with an in-app experience, personalized playlists and supporting marketing in 22 markets across TV, social, digital and out-of-home.
HEINZ BOTTLENECK by Heinz and Rethink
Notorious for its iconic slow pour, Heinz Ketchup partners with Waze and Burger King® to provide those stuck in summer traffic with complimentary Ketchup and Impossible Whopper. Being stuck in exhausting and never-ending traffic is always a summer pain point, but this year it doesn’t have to be, thanks to Heinz.
Through a partnership with Waze and Burger King®, Heinz will be identifying those stuck in traffic, driving at the same speed as its slow-pouring ketchup (0.045km/h) and satisfying their taste buds with Heinz Ketchup and an Impossible Whopper from Burger King.
Knowing that 80 per cent of Canadians say they will travel in 2021, but most won’t cross international borders, summer traffic is expected to be worse than usual this year, which is why Heinz is turning traffic into a good thing1. From June 3 – July 4, those stuck in traffic, driving as slow as Heinz Ketchup will be served traffic-activated ads in the Waze app and select slow moving Canadians will be provided with this tasty summer combo of Heinz Ketchup and an Impossible Whopper from Burger King.
