Campaign Trail: Page 5
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
-
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 Black (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 Black (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 Black (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 Black (Koltun) • April 9, 2021 -
Mint released a video as part of its campaign. The image was retrieved from its video on March 25, 2020.
ColumnCampaign Trail: Intuit's Mint defies money taboos to celebrate small wins
Espousing a positive, playful tone that's uncommon in financial advertising, the six-week effort grew Mint's TikTok following from 0 to 11,300 and snagged nearly 33 million impressions.
By Natalie Black (Koltun) • March 26, 2021 -
Courtesy of Billie
ColumnCampaign Trail: Billie extends its disruptive ethos to challenge tired ideas of womanhood
A product-free film debuted for International Women's Day, along with an exercise for people to discover and reshape their own unconscious biases.
By Natalie Black (Koltun) • March 12, 2021 -
Courtesy of RXBAR
ColumnCampaign Trail: RXBAR embodies 'no BS' philosophy in return to fitness roots
Embracing a broader definition of fitness to include nutrition and mindfulness gives legs to its "Put It All Out There" campaign, especially as some consumers feel the slog of pandemic fatigue.
By Natalie Black (Koltun) • Feb. 26, 2021 -
Courtesy of Jimmy John's
ColumnCampaign Trail: Jimmy John's bets on 'strong DNA' in rebrand designed for digital
To keep up with its "freaky fast" positioning, the sandwich chain needed to grow up without feeling old compared to its competitors.
By Natalie Black (Koltun) • Feb. 12, 2021 -
Discover released a video as part of its new ad campaign. The image was retrieved from its video on Jan. 28, 2021.
ColumnCampaign Trail: Discover looks toward brighter days in ad showcasing financial tools
A new brand positioning was crafted to highlight Discover's financial services beyond just transactions.
By Natalie Black (Koltun) • Jan. 29, 2021 -
Volkswagen released "The Wheel" as part of the campaign showing the progression of mobility. This image was retrieved from its video on Jan. 14, 2021.
ColumnCampaign Trail: Volkswagen's ode to the wheel tracks mobility's evolution
A 90-second ad teases the brand's first all-electric car while illustrating the impact of the wheel's revolutionary design on transportation and beyond.
By Natalie Black (Koltun) • Jan. 15, 2021 -
Cheerios released a video as part of a holiday campaign. The image was retrieved from its video on Dec. 17, 2020.
ColumnCampaign Trail: Rebooted Cheerios spot points to influencers' marketing power
After more than 20 years, the sentimental video of a grandma and baby has reemerged thanks to a viral TikTok clip by Cori Spruiell, who has over 200,000 followers on the app.
By Natalie Black (Koltun) • Dec. 18, 2020 -
Pringles released a video as part of the holiday campaign. The image was retrieved from its video on Dec. 3, 2020.
ColumnCampaign Trail: Pringles accentuates distinct design in celebratory holiday spots
Four 10-second videos put the brand's chips and iconic tubular packaging front and center, arriving as it refreshes its logo for the first time in 20 years.
By Natalie Black (Koltun) • Dec. 4, 2020 -
Courtesy of Brooklinen
ColumnCampaign Trail: Brooklinen builds dollhouse scenes to cast holiday magic at home
The DTC bedding brand is approaching the uncertain season with a dreamy campaign that reflects its role in providing comfort.
By Natalie Black (Koltun) • Nov. 20, 2020 -
Squarespace released a video as part of its Launch It campaign. The image was retrieved from its video on Nov. 5, 2020.
ColumnCampaign Trail: Squarespace turns ideas into rockets to inspire entrepreneurs
The space travel metaphor tries to parallel the feelings of anticipation a small business owner might experience when launching a passion project into orbit.
By Natalie Black (Koltun) • Nov. 6, 2020 -
Courtesy of The North Face
ColumnCampaign Trail: The North Face's call for outdoor equity elevates diversity pledge
A creative new spot addresses the nature gap and urges people to reset their "normal" lives during the pandemic via exploration.
By Natalie Black (Koltun) • Oct. 23, 2020 -
Courtesy of Dickies
ColumnCampaign Trail: Dickies spotlights DIY spirit and its power to inspire during pandemic
A digital content effort highlights 10 artisans from around the globe and centers on championing the dignity of work during a tough year.
By Natalie Black (Koltun) • Oct. 9, 2020 -
Courtesy of Tecate
ColumnCampaign Trail: Tecate's visual refresh embodies its modern messaging
A simplified design system lets only the most iconic, beloved elements shine for the beer brand that wants to evolve without alienating longtime fans.
By Natalie Black (Koltun) • Sept. 25, 2020 -
Courtesy of Gap Inc.
ColumnCampaign Trail: Gap leans on brand heritage in unity-focused campaign
The first effort from new CMO Mary Alderete showcases Gap's philosophy of "American optimism" and aims to amplify voices through voter education.
By Natalie Black (Koltun) • Sept. 11, 2020 -
Courtesy of Cossette
ColumnCampaign Trail: How McDonald's molds people's possessions into minimalist food ads
Static print and OOH visuals show a Big Mac and fries assembled from home goods, subtly telling Quebec residents' stories about the 270-year-old tradition of Moving Day.
By Natalie Black (Koltun) • Aug. 28, 2020 -
Retrieved from Adobe Creative Cloud on August 13, 2020
ColumnCampaign Trail: Adobe illustrates how constraints can foster creativity with virtual film festival
Indie filmmakers were given just five days to use only Adobe Stock footage and the company's video editing tools, resulting in 13 creative and unbranded films.
By Natalie Black (Koltun) • Aug. 14, 2020 -
Courtesy of Klarna
ColumnCampaign Trail: Klarna's oddball ads spotlight Swedish roots, outlandish quirk
The payment service debuts its biggest U.S. effort with 15 new spots spliced from Swedish cinema, shoppable ads and a gaming integration.
By Natalie Black (Koltun) • July 31, 2020 -
Retrieved from Audible on July 16, 2020
ColumnCampaign Trail: Audible responds to canceled summer trips with dreamy airline ads
Styled to mimic vintage creative, new spots by the Amazon-owned audiobook platform transport listeners to Mars, Hogwarts and Gilead.
By Natalie Black (Koltun) • July 17, 2020 -
Courtesy of Trollbäck+Company
ColumnCampaign Trail: Visual refresh positions TBS as a genre-fluid network
Agency Trollbäck+Company and the WarnerMedia channel first defined the brand's essence and created a design system to fit — starting with a deconstructed logo and revamped office space.
By Natalie Black (Koltun) • June 19, 2020 -
Courtesy of RSA Films
ColumnCampaign Trail: Polaroid tries to capture human chemistry in emotive new ad
With the world slowly reemerging from the pandemic, values of connection depicted in "Forever Now" have crystallized for many consumers.
By Natalie Black (Koltun) • June 5, 2020 -
Courtesy of Muscle Milk
ColumnCampaign Trail: Muscle Milk flexes mental resilience under PepsiCo banner
"Own Your Strength" is the protein beverage's first effort since being acquired in 2019 and aims to connect with fitness buffs stuck at home during the pandemic.
By Natalie Black (Koltun) • May 22, 2020
Previous
