Campaign Trail: Page 2
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
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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 -
Permission granted by Duracell
ColumnCampaign Trail: Duracell swaps product focus for emotionally led holiday ads
Along with changing up its messaging strategy, the battery marketer is taking a different approach to social with a spotlight on its new TikTok creator program.
By Peter Adams • Dec. 9, 2022 -
Courtesy of Lexus
ColumnCampaign Trail: Why Lexus said no to the yellow brick road
The luxury carmaker’s “Never Lose Your Edge” campaign pulls inspiration from “The Wizard of Oz” while urging consumers to challenge the status quo.
By Jessica Deyo • Nov. 18, 2022 -
Courtesy of TCO London
ColumnCampaign Trail: Why Ardbeg released a comic anthology
The scotch whisky distiller teamed up with TCO London to create a 40-page graphic novel titled “Planet Ardbeg.”
By Sara Karlovitch • Nov. 4, 2022 -
Permission granted by Dietz & Watson
ColumnCampaign Trail: Dietz & Watson summons ‘SandWitch Sisters’ in riff on Halloween classic
Drag queens bring a trio referencing “Hocus Pocus” to life for the brand’s largest paid TikTok effort to date and latest collaboration with agency RTO+P.
By Peter Adams • Oct. 21, 2022 -
Courtesy of Jersey Mike's Subs
ColumnCampaign Trail: Jersey Mike’s Subs serves up authenticity with Danny DeVito
In its first work as creative AOR, Highdive keyed in on insights about what sets the QSR chain apart from competitors.
By Chris Kelly • Oct. 7, 2022 -
Courtesy of Kraft Heinz
ColumnCampaign Trail: Kraft wants mayo lovers to let their freak flags fly
Kraft Heinz partnered with Wieden+Kennedy in its latest bid to be the "Mayo of Mayonnaise," celebrating the rituals some have with the divisive condiment.
By Chris Kelly • Sept. 23, 2022 -
Courtesy of DirecTV
ColumnCampaign Trail: DirecTV tackles football, ‘Real Housewives’ fandoms
Created with TBWA\Chiat\Day LA, the latest iteration of the brand’s "Get Your TV Together" campaign unites live sports and reality TV.
By Chris Kelly • Sept. 9, 2022 -
Courtesy of NerdWallet
ColumnCampaign Trail: NerdWallet solves financial problems for feet draggers and fence sitters
In collaboration with Deutsch LA, the personal finance company’s "Smartest Decision" push brings idioms — and its editorial team "nerds" — to life.
By Chris Kelly • Aug. 26, 2022 -
Courtesy of Liquid I.V.
ColumnCampaign Trail: Liquid I.V. fuels play to prove hydration isn’t just for athletes
The Unilever-owned wellness company keyed into everyday hobbies and West Coast vibes as part of its first national campaign.
By Chris Kelly • Aug. 12, 2022 -
Retrieved from Frida Baby on July 28, 2022
ColumnCampaign Trail: Frida Baby animates user reviews of messy parenthood realities
For its first TV spots, the baby brand partnered with World Famous to create a campaign reflective of the same colorful, no-nonsense approach of its products.
By Chris Kelly • July 29, 2022 -
Courtesy of Eos
ColumnCampaign Trail: Eos normalizes all types of shaving from 'treasure trails' to 'toe toupées'
Videos juxtapose soft-focus fantasies with authentic shaving experiences, while attention-grabbing OOH ads carry messages like "Your mom has a mustache."
By Chris Kelly • July 15, 2022 -
Courtesy of The Body Shop
ColumnCampaign Trail: The Body Shop weaponizes graphics to take on anti-LGBTQ bills
Agency Odysseus Arms used a creative and strategic method called Third3ye to better integrate consumer insights into the campaign to ensure authenticity.
By Chris Kelly • July 1, 2022 -
Courtesy of Liquid Death
ColumnCampaign Trail: Liquid Death pranks taste testers with pricey — but disgusting — beverages
The edgy brand blindfolded real people and had them compare flavored water to high-priced liquids like squid ink and lobster Béarnaise sauce.
By Chris Kelly • June 17, 2022 -
Courtesy of Beats by Dre
ColumnCampaign Trail: Beats by Dre showcases crossover between basketball, hip-hop and ads
Translation tapped NBA All Star Ja Morant and rapper Lil Baby to reimagine 20-year-old Reebok spots masterminded by agency founder Steve Stoute.
By Chris Kelly • June 3, 2022 -
Courtesy of Nutrabolt
ColumnCampaign Trail: C4 Energy taps into Kevin Hart's versatility
The multihyphenate star's ability to multitask is central to a campaign that fully aligns a celebrity ambassador, brand proposition and creative approach.
By Chris Kelly • May 20, 2022 -
Courtesy of The Absolut Company
ColumnCampaign Trail: Malibu drinkers can 'do whatever tastes good' in a hyperreal world
The Pernod Ricard brand teamed with Wieden+Kennedy for a neon-drenched spot that looks to make the summer mindset permanent.
By Chris Kelly • May 6, 2022
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