The June wrap.
Summer is here!! But my goodness these months are hurling past. It seems like yesterday I was wrapping up the best of the best from May, and now it’s time to do it again for June.
For any newbies- hi, every month I do a round-up of the best creative campaigns that I have seen to get the creative juices flowing.
Suicidal doesn't always look suicidal
Sometimes you see something so emotionally powerful that it leaves you speechless and simultaneously compelled to talk to everyone about it.
This is what the campaign 'Suicidal doesn't always look suicidal' by CALM did for me.
This campaign demonstrates the power of building emotion into your work.
To reference a book that I inhaled recently by Geoff Hoffman, former CMO of Nike- we ‘need to to create work that has ‘emotion by design' built into it.
Great creativity makes people feel something and drives them towards some sort of action. As a brand, you are looking to stir the deepest emotions in an individual or your audience in a way that, goes beyond just a product.
After watching this I reached out to a number of people in my life and asked if they are ok, really ok.
Bloody Drinks crowd funding
Well, this is Bloody brilliant.
I stumbled across the Crowd Funding pitch deck for Bloody Drinks and it is Bloody marvellous.
Watching it I get a great overview of the vision, the strategy, the success so far and also the personality of the brand.
Brands should use every single touch point to bring the brand to life, and build memory structures with consumers- crowd-funded videos included.
This is by far the best one i’ve seen.
Chilli water
This is a classic challenger brand campaign- the underdog calling out the category incumbents, and in this instance holding them to account on sustainability.
Along with appearing on social, the campaign also approved in OOH, on vans that drove by the HQ and prototypes sent to the businesses.
It remains to be seen if it will make any change at the top, but the campaign has led to lots of conversation and further awareness of the huge issue at a consumer level- which is a huge win. I am a big believer in small changes to make a big overall imapct.
If you want to do something like this, the secret to doing it well is that you do it in an authentic and respectful way.
Little Moons
I love OOH and I love sampling.
So imagine my delight when I saw that Little Moons had combined the two.
A billboard that hands out samples.
Simple, fun, and memorable.
Yep, I was that person standing awkwardly at the side of Old Street roundabout…
....waiting until the creative clicked over to capture my favourite campaign of the week.
I love a good fact; who doesn’t?
Humans are innately curious beings, we have a thirst to know more.
Facts also provide excellent social currency in conversations- did you know that…. I learned the strangest thing today.... (or what happened in my house last night), "so you know that I am terrible at remembering to go to the petrol station, well, when Neil Armstrong landed on the moon that he only had 15seconds of fuel left.... at least I'm not that bad".
Checkout.com have used mind-boggling facts as a way to draw people in and talk about conversion rates and the increase that their payment platform provides. Whereas most brands would likely lead with the ROI, the uplift, Checkout.com know that people buy on emotion and justify with logic. Yep this is B2B but B2C principles apply!
The second part of the campaign which I loved, is where the message was delivered, I saw this campaign peppered along the commuter route- from the suburbs of North London into the city—physically meeting their target consumer where they are at.
And, most importantly, did you know that 99% of our DNA is identical???
What did I miss? What have you seen and absolutely loved this month?