Campaign Trail: Page 7
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
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Campaign 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 Black (Koltun) • Aug. 16, 2019 -
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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 Black (Koltun) • Aug. 2, 2019 -
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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 Black (Koltun) • July 19, 2019 -
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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 Black (Koltun) • June 21, 2019 -
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Campaign 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 Black (Koltun) • June 7, 2019 -
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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 Black (Koltun) • May 24, 2019 -
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Campaign 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 Black (Koltun) • May 10, 2019 -
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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 Black (Koltun) • April 26, 2019 -
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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 Black (Koltun) • April 12, 2019 -
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Campaign 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 Black (Koltun) • April 3, 2019 -
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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 Black (Koltun) , Chris Kelly • March 15, 2019 -
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Campaign Trail: Farmers' Dr. Seuss tie-in; Natural Light preps for summer; 'Sesame Street' gets designer digs
The AB InBev brand gets animated for a product launch, while an insurance company aims for whimsy and iconic stars of a children's show get fresh looks.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • March 1, 2019 -
Sponsored by Quad
What a truly integrated multichannel campaign can deliver
Specialty grocery chain finds higher sales and customer loyalty with a hyper-local integrated campaign.
By John Puterbaugh, Ph. D., Executive Director, Digital Business Development, Quad • Feb. 14, 2019 -
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Campaign Trail: Burger King's royal gift; Krispy Kreme takes a stand; nutty holiday sweaters
Ahead of the holidays, marketers fight for gingerbread peoples' rights and offer goofy novelty gifts, including a $99 fire screen and snack-laden knitwear.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Dec. 21, 2018 -
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Campaign Trail: Budweiser rallies competitors; Chipotle cooks up holiday displays; Maker's Mark toasts tradition
The AB InBev brand celebrated Repeal Day with a DOOH campaign, burrito ingredients were transformed into window displays and Scarlett Johansson hawks whiskey.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Dec. 7, 2018 -
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Campaign Trail: Spotify shoots for holiday 3-peat; Stonyfield nods to 'Parks & Rec'; 'Viva La Vulva'
The streaming platform unwraps more data-driven billboards, while a yogurt maker fights against soccer fields sprayed with pesticides and a feminine-care brand gets provocative.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Nov. 30, 2018 -
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Campaign Trail: Michelob's turkey trot; PETA grills Butterball; Yellow Tail hops on UGC trend
A very special Thanksgiving edition has our editors examining a health-focused holiday push, a scathing critique of a poultry maker and one brand getting started early on the Super Bowl.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Nov. 21, 2018 -
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Campaign Trail: NFL teams with 'Fortnite'; Jennie-O gives families the bird; Air New Zealand's safety remix
Pro football looks to get in on a Gen Z phenomenon, a turkey maker trots out a fowl-mouthed Thanksgiving campaign and an airline's music video fails to take off for some viewers in this week's picks.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Nov. 9, 2018 -
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Campaign Trail: Lundgren whips Volvo into shape; Starbucks' witchy brew; a powerful T-shirt
An '80s action star, a spooky spin on the Insta-worthy Unicorn Frappuccino and an $85 white tee make our editors' picks this week.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Oct. 26, 2018 -
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Campaign Trail: Booking.com's spooky sleepover; Clooney's Nespresso quest; Gillette 3D prints razors
A travel site recreates the Alcatraz prisoner experience for Halloween, while a coffee maker launches its largest campaign to date and a P&G brand tries to sharpen product personalization.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Oct. 19, 2018 -
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Campaign Trail: M&M's Halloween haunt; Carl's Jr. stumps for 'condimeat'; a legendary beer campaign
Not-so-spooky TV spots, an odd online petition and a storytelling push that blends experiential and social make our editors' picks for the week.
By Peter Adams , Chantal Tode , Natalie Black (Koltun) • Oct. 12, 2018 -
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Campaign Trail: Diesel embraces 'Hate Couture'; Ashley Madison parodies Nike's Kaepernick ad
Two marketers make bold plays this week: one by spinning online hate speech into fashion, another by poking fun at an already-contentious topic.
By Natalie Black (Koltun) , Chris Kelly • Sept. 21, 2018 -
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Campaign Trail: Nike aces Serena Williams ad; Snickers' rap battle; Alexa belts 'Mamma Mia!'
The athletic apparel marketer stands by its "superhero" amid French Open controversy, while the candy maker trots out Elton John and Amazon's voice assistant gamifies Abba tunes.
By Peter Adams , Chantal Tode , Chris Kelly • Aug. 31, 2018 -
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Campaign Trail: Old Spice's boardroom agenda; eBay sets up shop; Trojan answers intimate questions
P&G's male grooming line lets fans guide a marketing meeting, while eBay supports artisans and a condom maker takes a progressive stance in this week's picks.
By Peter Adams , Chantal Tode , Natalie Black (Koltun) • Aug. 17, 2018 -
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Campaign Trail: SunnyD shakes things up; Van Heusen grapples with UFC; funeral ads get banned
A sugary beverage maker looks to win back teen tastes, a fashion label suits up fighters and a funeral price comparison site goes head-to-head with the Transport of London in this week's picks.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Aug. 3, 2018
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