Campaign Trail: Page 3
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 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 -
Courtesy of Veuve Clicquot
ColumnCampaign Trail: Veuve Clicquot savors small moments and 250 years
"Good Day Sunshine" builds on the high-end brand's legacy while marking an attempt to bring its lux image somewhat down to earth.
By Natalie Koltun • April 22, 2022 -
Courtesy of Logitech for Creators
ColumnCampaign Trail: Logitech for Creators fosters community in debut brand platform
"Together We Create" conveys how the brand envisions the future of online content creation and how it's attempting to nurture a niche community.
By Natalie Koltun • April 8, 2022 -
Lululemon released a video as part of its campaign that features women running. The image was retrieved from the video on March 23, 2022.
ColumnCampaign Trail: Lululemon's poetic ode to women's feet
A new ad celebrates the nuances of designing a shoe specifically for female runners, depicting the imperfect and "messy" experience of running.
By Natalie Koltun • March 25, 2022 -
Courtesy of Ruggable
ColumnCampaign Trail: Ruggable rejects restrictions in debut brand effort
"Take the Floor" marks the DTC brand's first national campaign and emphasizes the freedom of being at home.
By Natalie Koltun • March 11, 2022 -
Retrieved from Old Spice on February 24, 2022
ColumnCampaign Trail: Old Spice spoofs '80s action movies with deepfake ad
Dolph Lundgren races around in sweat-inducing scenarios in several spots showcasing the Procter & Gamble brand's new antiperspirant.
By Natalie Koltun • Feb. 25, 2022 -
Courtesy of Frito-Lay
ColumnCampaign Trail: Lay's Super Bowl return kicks off years-long creative roadmap
Nodding to its 90-year history, the chip brand attempts to bring its purpose of delivering joy closer to the center of its marketing.
By Natalie Koltun • Feb. 11, 2022 -
Courtesy of The Coca-Cola Company
ColumnCampaign Trail: How Coke gives its 130-year-old logo contemporary flair
Overlaying the 19th century script on richly hued cans balances nostalgia and modernity, a comforting reminder of Coca-Cola's iconic status.
By Natalie Koltun • Jan. 28, 2022 -
Courtesy of Dole Packaged Foods
ColumnCampaign Trail: Dole fuels nutrition mission with meme-inspired 'Hold My Fruit Bowl'
With a kid-friendly spin on the "Hold My Beer" meme, the new ads lean into lighthearted humor and liken the benefits of fruit to gaining superpowers.
By Natalie Koltun • Jan. 14, 2022 -
Courtesy of Tinder
ColumnCampaign Trail: Tinder embraces users' quirks in first work from new AOR
Avoiding the typical lovey-dovey predictability of online dating ads, "You're Not for Everyone" wraps up a year of change for Tinder.
By Natalie Koltun • Dec. 17, 2021 -
Courtesy of Laura Geller Beauty
ColumnCampaign Trail: Laura Geller turns tables on classic holiday ads to address ageism
Former supermodel Paulina Porizkova — known for her candid talks online about age discrimination — appears in scenes crafted by the cosmetics brand to debunk the notion that beauty is tied to youth.
By Natalie Koltun • Dec. 3, 2021 -
Courtesy of Expedia Group
ColumnCampaign Trail: Expedia Group advocates for getaways over gadgets this Black Friday
In the first effort uniting Expedia, Vrbo and Hotels.com, contextual ads "hijack" searches online as holiday shoppers browse big ticket toys.
By Natalie Koltun • Nov. 19, 2021 -
Permission granted by Ikea
ColumnCampaign Trail: Ikea's buff teddy bears safeguard holiday celebrations
Extending the retailer's message around home as a sanctuary, a new ad shows a set of colorful bears helping a family bond without outside stressors.
By Natalie Koltun • Nov. 5, 2021 -
Courtesy of Shutterfly
ColumnCampaign Trail: Shutterfly preserves life's chaotic moments in biggest effort to date
Teeing up near the holidays, "Make it a Thing" aims to amplify the personalization website's shifting focus from what people create to why.
By Natalie Koltun • Oct. 8, 2021 -
Courtesy of American Express
ColumnCampaign Trail: AmEx eyes small-business owners in whimsical new push
Pop-up workstations — billboards that flip into desks with charging ports — are designed for people on the go and manifest how the brand's cards are "built for business."
By Natalie Koltun • Sept. 24, 2021 -
Courtesy of Samsung
ColumnCampaign Trail: Samsung virtually embeds Charli XCX in fantastical worlds
An earbuds ad from R/GA links colorful scenes with dedicated soundscapes using an augmented reality-like technique called volumetric capture.
By Natalie Koltun • Sept. 10, 2021 -
Courtesy of Sonos
ColumnCampaign Trail: Sonos explores sonic ties to nature in smart speaker ad
Outdoor influencers created a soundtrack inspired by national parks after Sonos found most people opt for music over friends as their preferred adventure buddy.
By Natalie Koltun • Aug. 27, 2021 -
Courtesy of Dropbox
ColumnCampaign Trail: Dropbox injects humanity into file storage with revamped brand platform
Along with a simplified visual identity, "For All Things Worth Saving" zeroes in on how Dropbox powers people's passion projects, creative ventures, work tasks and personal archives.
By Natalie Koltun • Aug. 13, 2021 -
Courtesy of I Can't Believe It's Not Butter!
ColumnCampaign Trail: I Can't Believe It's Not Butter slathers on the satire in 'perfume' ad
A spot parodies luxury fragrance ads in a social-first effort that plays up the brand's unique spritz packaging and marks a return to its comedic roots.
By Natalie Koltun • July 16, 2021 -
Courtesy of Estée Lauder
ColumnCampaign Trail: Estée Lauder reimagines love with audio-first stories
"Dare to Love" is powered by creative storytelling through the voices of artists and influencers, touching on self-love, family love and love of purpose.
By Natalie Koltun • June 18, 2021 -
Courtesy of Oscar Mayer
ColumnCampaign Trail: Oscar Mayer's off-kilter ads accentuate unusual uses for meat
Bite-sized spots from the Kraft Heinz brand and Johannes Leonardo depict quirky scenarios with almost no context or narrative, breaking from traditional storytelling.
By Natalie Koltun • June 4, 2021 -
Courtesy of Merrell
ColumnCampaign Trail: Merrell expands definition of hiking in spots for new crossover shoe
A tie-up with Dick's Sporting Goods aims to bring a sense of outdoor adventure to everyday places like city blocks and parks to appeal to younger consumers.
By Natalie Koltun • May 21, 2021 -
Permission granted by SoulCycle
ColumnCampaign Trail: SoulCycle ads spotlight mind-body wellness as studios start to reopen
New messaging designed to underpin the brand's marketing over the next year honors riders and how movement can connect them to the world outside.
By Natalie Koltun • May 7, 2021 -
Excedrin released a video as part of the campaign. The image was retrieved from its video on April 22, 2021.
ColumnCampaign Trail: Excedrin brings mindfulness to Twitch in gamer-tailored push
An animated video series and six-step routine were designed to help combat screen-related headache triggers.
By Natalie Koltun • April 23, 2021 -
Lacoste and Polaroid released a video as part of the campaign that features dancers. The image was retrieved from this video on April 8, 2021.
ColumnCampaign Trail: Lacoste calls on Polaroid's rainbow aesthetic in spring collab
A stop-motion video elicits the feel of instant film and aims to stir energy and optimism in viewers through rekindling the spirit of the '60s and '70s.
By Natalie Koltun • April 9, 2021
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