Campaign Trail: Page 5
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
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Retrieved from 72andSunny Amsterdam on March 19, 2020
ColumnCampaign Trail: Fanta satirizes cinematic sports clips in 'idiot influencer' ads
A 90-second hero spot and OOH placements from the soda brand feature real-life internet personalities goofing off to emphasize the importance of play.
By Natalie Koltun • March 20, 2020 -
Retrieved from Kind Snacks on March 04, 2020
ColumnCampaign Trail: Kind taps limited-edition packaging as purposeful creative
Timed to International Women's Day, a move by the snack maker tailored a popular item's packaging to a campaign mission while maintaining the brand's core visual identity.
By Natalie Koltun • March 6, 2020 -
Column
Campaign Trail: McDonald's type-only ads illustrate the power of visual identity
Omitting the golden arches and recognizable burger imagery, the minimalist creative flexes the fast-food behemoth's iconic status.
By Natalie Koltun • Feb. 21, 2020 -
Kimpton
ColumnCampaign Trail: How Kimpton uses traveling art pop-ups to 'stay human'
In its first photography-focused effort, the brand leans into experiential exhibits that immerse guests' senses and emphasize connection and self-reflection.
By Natalie Koltun • Feb. 7, 2020 -
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Campaign Trail: The US Census Bureau urges America to take action with 1,000 ads
The creative, developed by agency VMLY&R, spans 13 languages, a dozen partners and focuses on multicultural outreach to urge participation in the 2020 census.
By Natalie Koltun • Jan. 24, 2020 -
Column
Campaign Trail: Equinox finds purpose by subverting Narcissus myth
The New Year's spot appears to romanticize vanity, but its creators hope the underlying message has some muscle.
By Natalie Koltun • Jan. 10, 2020 -
Loewe
ColumnCampaign Trail: LVMH label Loewe defies Christmas cliches in quirky holiday spot
The luxury line merged stop-motion animation and live action shots for a fantastical campaign that evokes an "Alice in Wonderland" charm.
By Natalie Koltun • Dec. 20, 2019 -
Column
Campaign Trail: Lagunitas keeps it weird with TV shopping network parody
The beer brand's CMO explains how it tapped into the branded merchandise trend while highlighting employees in a cheeky video series that promotes its IPAs moving to cans.
By Natalie Koltun • Dec. 6, 2019 -
Column
Campaign Trail: Philadelphia mockumentary reveals Thanksgiving cheesecake cover-up
A 90-second spot stars a fictional conspiracy theorist group as they hunt down clues in old documents and real historical paintings to prove that pilgrims ate cheesecake at the first Thanksgiving.
By Natalie Koltun • Nov. 22, 2019 -
Column
Campaign Trail: Is clear a color? Why Xerox is igniting the debate
Playing off the "color of the year" trend, the printing company aims to reenergize its legacy of innovation with a video series centered on color.
By Natalie Koltun • Nov. 8, 2019 -
Samsung
ColumnCampaign Trail: Samsung's space selfie contest launches UGC to new heights
Weather conditions cut short the influencer-led effort after the device landed on a Michigan property last weekend.
By Natalie Koltun • Updated Oct. 29, 2019 -
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Campaign Trail: Nectar cuts through snoozy mattress marketing with 'motivational sleeper'
Yawn Yawnson, a new fictional spokesperson and sleep-obsessed evangelist, energizes crowds in 26 parody ads by the DTC mattress brand.
By Natalie Koltun • Oct. 11, 2019 -
Bombay Sapphire
ColumnCampaign Trail: Bombay Sapphire brings new meaning to UGC with crowdsourced creative
Nearly 7,000 people contributed to a tech-powered installation the Bacardi gin brand hosted to awaken the artistic capacity within everyone.
By Natalie Koltun • Sept. 13, 2019 -
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Campaign Trail: Why Dum Dums dropped the hard sell in favor of smile-inducing memories
A new campaign from the iconic candy brand — its first in 30 years — aims to replicate positive feelings from childhood with simple, relatable storytelling.
By Natalie Koltun • Aug. 30, 2019 -
Brita / Social Chain / Julie Doherty
ColumnCampaign Trail: Why Brita used Photoshop to trash idyllic locations
Part of what powered the #NoFilterNoFuture campaign on Instagram were compelling influencer narratives and a dash of deception.
By Natalie Koltun • Aug. 16, 2019 -
Column
Campaign Trail: Bumble illustrates how digital brands are powering an OOH renaissance
While many marketers work to reach on-the-go consumers via mobile, digital disruptors are leading renewed interest in a traditionally static medium.
By Natalie Koltun • Aug. 2, 2019 -
Column
Campaign Trail: How Gatorade elevates UGC with an app for teen athletes
"Knowing that our heartbeat — our core audience — is a teen athlete, we need to be more engaged in the places and spaces they're in," Gatorade's head of consumer and athlete engagement told Marketing Dive.
By Natalie Koltun • July 19, 2019 -
Column
Campaign Trail: Why Uber built a virtual city to promote a product that doesn't exist yet
Set in a computer-generated San Francisco, an integrated campaign aims to seed viewers' minds for Uber Elevate's transit vision four years before launch.
By Natalie Koltun • June 21, 2019 -
Bloomingdale's
ColumnCampaign Trail: How Bloomingdale's spun an Instagram-minded pop-up into a Pride tribute
The legacy retailer aims to encapsulate the meaning behind the monthlong celebration of the LGBTQ+ community — while spurring UGC.
By Natalie Koltun • June 7, 2019 -
Column
Campaign Trail: Vita Coco dares the internet's harshest critics to hate its new drink
By featuring several haters in its latest ads, the coconut water brand drove major social chatter in the "Impossible to Hate" campaign's first week.
By Natalie Koltun • May 24, 2019 -
David Miami
ColumnCampaign Trail: Coca-Cola brings new meaning to audio marketing with refreshing print ads
A series of static photos captures uniquely audio moments — the crack of a soda can or the fizzing of bubbles — by leveraging the brand's 126-year legacy.
By Natalie Koltun • May 10, 2019 -
Column
Campaign Trail: Adobe's influencer parody raises the bar for nonbranded creative work
How can a brand effectively make a marketing video without branding? For the tech company, that meant letting its creative partners loose.
By Natalie Koltun • April 26, 2019 -
Column
Campaign Trail: How Mike's Hard Lemonade squeezes out 'brighter times' for millennial men
The creative challenge behind the brand's latest campaign centers on acknowledging a negative message — our polarizing society — while combating it through smile-inducing content and tech.
By Natalie Koltun • April 12, 2019 -
Reebok
ColumnCampaign Trail: How Reebok's artsy 'Storm the Court' may have missed its shot
The campaign's compelling first installment pivots from the athletic giant's past messaging, but did the creative risk to capture millennials sacrifice effective branding?
By Natalie Koltun • April 3, 2019 -
Column
Campaign Trail: NFL celebrates 100 years; Del Taco's fry soap; Dua Lipa does 'shoppertainment'
The football league attempts to attract generations of fans, while a taco chain taps the quirky product trend and an Asian e-commerce platform melds online shopping and livestreamed concerts.
By Peter Adams , Natalie Koltun , Chris Kelly • March 15, 2019
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