"Spotlight of the Week" is a weekly published series that highlights what happens in the world of PR, Comms, Marketing, Advertising, Social. It's about the work that makes you think "Pssttt I wish I had come up with this idea". The work that matters. Or simply the ones (good and bad) that get people talking. The good and the not-so-good. So, what's in the news?
Holding our for a Zero by Guinness and AMV BBDO
Raising a toast to St. Patrick’s Day and celebrations kicking off across Ireland, Guinness 0.0 has launched its biggest ever responsible drinking campaign, to encourage people to ‘Make it a St. Patrick’s Day to Remember’.
Created with AMV BBDO, the campaign has been developed to communicate a message of moderation, and to encourage consumers to try the non-alcoholic beer, with 50,000 free pints of Guinness 0.0 being made available across the island of Ireland over the course of St. Patrick’s weekend.
Additionally, in 164 Tesco stores across the Republic of Ireland March 16th-19th, consumers purchasing a four-pack of Guinness with their Clubcard will receive a free four-pack of Guinness 0.0.
Amplifying the chorus of celebrations in Ireland and extending the conversation to social media, AMV has created a joyous film, with a chorus of Singing pints, accompanied by Bonnie Tyler’s hit “Holding Out For a Hero”. There’s also fun and interactive Snapchat filter that gives users a chance to create singing 0.0 pints of their own.
Source: Little Black Book
Anti-knife crime AI-led campaign by The Ben Kinsella Trust and M&C Saatchi
The Ben Kinsella Trust has unveiled an innovative machine-learning campaign ahead of Mother’s Day, to raise awareness of the devastating impact of knife crime. The campaign shines a light on the fact that on Mother’s Day last year 315 people were admitted to hospital with knife-related injuries.
In a reported world first, M&C Saatchi London worked with Clear Channel to develop a machine learning system which was trained to understand what an ambulance siren sounds like. When the digital-out-of-home (DOOH) posters featured in the campaign hear sirens, the technology installed is triggered to show powerful messages between mothers and their sons.
The intention is to make the connection between ambulances and the genuine worry mothers have when they suspect their son is in danger.
As well as AI-driven technology, the campaign also includes nearly 1,000 live digital billboards and Adshels across the UK, showcasing the thoughts and fears of mothers, while also asking sons not to carry a knife this Mother’s Day.
Source: Marketing-Beat
For Human Beauty by Save-Our-Souls
Estrid, the vegan subscription-based razor brand, has unveiled ‘For Human Beauty’ – a poignant new creative platform, aiming to celebrate inclusive beauty irrespective of gender, race, religion, sexual orientation or any other label insisted on by society.
As part of the launch, Estrid has collaborated with a broad range of ambassadors who represent different corners of the world’s diverse community, and those who are known for their individuality and speaking out against the status quo and what is defined as ‘normal’. The star-studded line-up includes non-binary and trans visibility activist Gialu Mx and queer, body positivity influencer Enam Asiama, amongst others.
The new release aims to put an end to outdated beauty standards through a suite of empowering assets rolled out on TV, OOH, web and social media, reinforcing the brand’s commitment to fighting for a fairer, more inclusive industry. The OOH launch will include London Underground banners, roadside billboards and digital screens at London’s O2 Arena – staying on brand with appearances during upcoming Lizzo and Sam Smith concerts.
Launching on 13th March 2023, during ITV’s Love Island finale, For Human Beauty’s TV debut is estimated to reach 16 million viewers in the UK alone – with additional TV coverage due to go live across Channel 4 and Sky stations.
Source: Best Ads On TV
Elon Musk’s Twitter Press Office
Elon Musk sets automatic poop emoji response for all press requests.
Before Musk took over, reporters could generally count on receiving a response to their questions over email. But when Musk took over the platform in late October, following a $44 billion deal, Twitter’s press team stopped replying to emails.
“Other companies spend money on advertising & manipulating public opinion, Tesla focuses on the product. I trust the people,” Musk tweeted back in April 2021. That explains.
Source: Forbes
