Campaign Trail: Page 2
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
-
Courtesy of Steak-umm
ColumnCampaign Trail: How Steak-umm deepfaked real vegans into meat eaters
Created with agency Tombras, “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses.
By Chris Kelly • Dec. 1, 2023 -
Courtesy of Postmates
ColumnCampaign Trail: Postmates animates food-fueled fever dreams
Created by Mother in LA, “This Is Your Brain on Food” uses different illustrators to visualize the emotions created by BBQ, boba tea and beyond.
By Chris Kelly • Nov. 10, 2023 -
Courtesy of Pom Wonderful
ColumnCampaign Trail: Pom Wonderful transforms free radicals into monsters
An effort from in-house shop Wonderful Agency timed to spooky season pits the brand’s signature juice against vampires, ghosts and aliens.
By Chris Kelly • Oct. 27, 2023 -
Courtesy of Intuit Mailchimp
ColumnCampaign Trail: Mailchimp has a ball turning ‘clustomers’ into customers
In-house agency Wink Creative used generative AI to come up with a “circus act” production that shows how the brand wants to be Coinstar for marketers.
By Chris Kelly • Oct. 13, 2023 -
Courtesy of Hi-Chew
ColumnCampaign Trail: Hi-Chew imagines a fruit-full world with Gen Z in mind
Crafted with creative agency Gigasavvy, the cult-favorite candy brand's new spot asks young consumers to "Choose Different. Choose Fun."
By Chris Kelly • Sept. 29, 2023 -
Courtesy of Samsung
ColumnCampaign Trail: Samsung unleashes interns on a tablet in metatextual ad
Instead of the usual spec-focused spot, BBH USA parodied the creative process to promote the Galaxy Tab S9 Series.
By Chris Kelly • Sept. 15, 2023 -
Courtesy of Tractor Beverage Company
ColumnCampaign Trail: Tractor escapes soda dystopia through hand-drawn animation
The organic beverage company tapped an agency created for progressive challenger brands and crafted a fully realized world to take on industry giants.
By Chris Kelly • Sept. 1, 2023 -
Courtesy of Adidas
ColumnCampaign Trail: Adidas takes football off the pitch to elevate female stars
Created in collaboration with several TBWA shops, “Play Until They Can’t Look Away” celebrates the players helping to bring full equality to the game.
By Chris Kelly • Aug. 18, 2023 -
Courtesy of CSAA Insurance Group
ColumnCampaign Trail: CSAA Insurance unites boy band vets as ‘Boys No More’
Deloitte Digital and Heavy Duty Projects brought together pop culture icons for a pitch-perfect song and video that tap into nostalgia.
By Chris Kelly • Aug. 4, 2023 -
Courtesy of Guerlain
ColumnCampaign Trail: Guerlain engages AI to take its iconic bottle back to the future
Creative agency Mnstr used generative AI art to reimagine 170 years of the LVMH brand’s past — and predict 170 years into its future.
By Chris Kelly • July 21, 2023 -
Courtesy of Samsonite
ColumnCampaign Trail: Samsonite taps into nostalgia for golden age of travel
Gen Z and millennial consumers saw the brand as one their parents favored, an insight that informed a campaign created with ad agency Iris.
By Chris Kelly • July 7, 2023 -
Courtesy of U by Kotex
ColumnCampaign Trail: U by Kotex unapologetically normalizes periods
A bold, multichannel approach by the Kimberly-Clark brand ditches euphemisms as part of ongoing efforts to reduce stigmas around menstruation.
By Chris Kelly • June 23, 2023 -
Retrieved from Waterloo Sparkling Water on June 06, 2023
ColumnCampaign Trail: Waterloo Sparkling Water taps AI to bring brand to life
Created with agency Agent A, an evolution of the “Water Down Nothing” campaign helped the challenger brand bring buzzy tech to a growing category.
By Chris Kelly • June 9, 2023 -
Permission granted by Don Julio
ColumnCampaign Trail: Don Julio’s fantastical disco day party introduces a new innovation
The Diageo distiller created a vibrant, pink-hued world to position its new Rosado expression as the daytime counterpart to its popular 1942 product.
By Chris Kelly • May 26, 2023 -
Courtesy of Squarespace
ColumnCampaign Trail: Squarespace showcases how it makes anything possible
In the follow-up to its Super Bowl spot, the website-making company explores the outer limits of its “Everything to Sell Anything” slogan.
By Chris Kelly • May 12, 2023 -
Courtesy of DoorDash
ColumnCampaign Trail: DoorDash proves McDonald’s food is iconic — even in motion
No Fixed Address reduced the Big Mac and McMuffin to their essential elements for a print and out-of-home effort that ran in Canada.
By Chris Kelly • April 28, 2023 -
Courtesy of Mugler
ColumnCampaign Trail: Mugler shoots for the stars with Hunter Schafer
The L’Oréal-owned luxury brand takes the "Euphoria" cast member on a transformative journey to launch its Angel Elixir fragrance.
By Chris Kelly • April 14, 2023 -
Courtesy of Toyota
ColumnCampaign Trail: How Toyota used its GR Corolla to animate an ad without VFX
The "Metalmorphosis" campaign uses vehicle-mounted cameras to show off the performance of a car that "isn't your grandma's Corolla."
By Chris Kelly • March 31, 2023 -
Courtesy of Smartwater
ColumnCampaign Trail: Smartwater elevates hydration with athletes — and Pete Davidson
The Coca-Cola brand teamed with VMLY&R to show how its latest innovation helps consumers elevate their lives in a variety of ways.
By Chris Kelly • March 17, 2023 -
Courtesy of Levi's
ColumnCampaign Trail: Levi’s tells ‘The Greatest Story Ever Worn’ in cinematic fashion
To celebrate the 150th anniversary of the iconic 501 Jean, Droga5 enlisted filmmakers Melina Matsoukas and Martin de Thurah to bring true tales to life.
By Chris Kelly • March 3, 2023 -
Retrieved from ESPN on February 16, 2023
ColumnCampaign Trail: ESPN revives iconic ‘This Is SportsCenter’ spots
Creative talent at new agency partner Arts & Letters worked on the campaign during its Wieden+Kennedy days.
By Chris Kelly • Feb. 17, 2023 -
Retrieved from Neutrogena on February 02, 2023
ColumnCampaign Trail: Neutrogena lathers up reality TV parody on TikTok
Movers+Shakers mined dating show tropes to turn one of the skincare brand's products into the "bombshell" of "Hydro House."
By Chris Kelly • Feb. 3, 2023 -
Retrieved from YouTube on January 18, 2023
ColumnCampaign Trail: Kraft Mac & Cheese animates the transformative power of noodles
Made in collaboration with agency Johannes Leonardo, short-form ads turn "struggles" into "snuggles" and "rush hour" into "happy hour."
By Chris Kelly • Jan. 20, 2023 -
Courtesy of Sport Clips
ColumnCampaign Trail: Why Sport Clips joined the ASMR fan club
The salon franchise employed sound in streaming ads to immerse listeners in its multi-sensory MVP haircut, driving a 15% jump in brand awareness.
By Aaron Baar • Jan. 6, 2023 -
Courtesy of Diageo
Campaign Trail: How Johnnie Walker centers women’s empowerment in brand creative
As whiskey’s consumer base widens, the brand partnered with comedian Lilly Singh to write and produce a series of videos around women’s rights.
By Sara Karlovitch • Dec. 22, 2022
Previous
