2016 Ad Campaign Hall of Fame
2016 saw some innovative, crazy and sometimes questionable ad campaigns. Brands are constantly having to think outside of the box to reach consumers in new imaginative ways and as the year is drawing to a close I thought we could take a look back on some of my favourite campaigns from the past year.
Reebok- ZPump 2.0 Speed Cam
I’m going to kick things off with one of my favourites, Reebok launched their ZPump 2.0 trainer early this year and spread the word with an interactive billboard. Passersby were challenged to run past a billboard equipped with a built in speed cam and if they could run quicker than 10.5mph they unlocked a new pair of the trainers. You can check out the footage here, and be sure to let me know what you all think. I think this is a really cool way of attracting a crowd of people and really creating a buzz around your product- people love a challenge, and of course, free stuff!
Something that has really blown up this year is the influx of cooking videos flooding across everybody’s Facebook feed. Buzzfeed are leading the way with their page “Tasty.” They post short, somehow captivating videos with recipes from all round the world. Not only are they a quick and easy watch, you don’t even need any sound so they’re perfect for when you’re on the go or capturing your attention when casually scrolling through your feed. I think this is something that’s only going to continue to grow in 2017 and with Buzzfeed’s other pages such as “Tasty Junior” which includes recipes for kids and “Nifty” short clips of DIY and hacks. I think 2017 is going to be the year we’re going to be bombarded even more with how-to’s and recipes, but also seeing this format of social posts be adapted across industries. The question for these companies now is how to keep their content fresh enough to engage with users?
You can see one of my favourite recipes here. You’re welcome.
Dove- #MyBeautyMySay Campaign
Dove are known for their meaningful and empowering adverts and in June this year they launched their #MyBeautyMySay campaign where they celebrated women who stood up for their own beauty that, despite not fitting in with the beauty standards of society, celebrate being different and celebrate their own individuality. You can watch the ad here.
I really loved this advert, in today’s society it can be easy to conform to society’s idea of ‘beautiful’ and for young girls especially it can be tough so campaigns like this are a small step forward into helping young girls, and boys, be true to who they are and celebrate being different. Who wants to live in a world where everybody looks the same, anyway? And of course I’m sure this brought a lot of positive attention to Dove and hashtags are always a great way of sparking debate and getting your name out there.
A participant in the ad campaign
Oasis- Refreshing Stuff Campaign
A collection of print adverts that definitely split opinions was Oasis’ billboard campaign, which was originally launched in 2015 and relaunched this summer why? Did they see success from it the previous year? They stripped back their ad’s and created some very upfront, honest adverts that I, personally, loved.
I think they have cleverly poked fun of what the root of all adverts are, anyway, and created something that’s bold, light-hearted and definitely not like anything I’ve (or anyone else) has seen before. I understand that some people may find them a bit too direct but I think they were intended to be taken with a pinch of salt.
If you do a quick search on Twitter you’ll see a great response to the ad’s. People seem to have responded to them positively, they must have been a hit for them to relaunch them this year!
Robin Wood- Destroying Nature Is Destroying Life
The winner for adverts with a more serious message is German animal activist group, Robin Wood’s print campaign which was raising awareness for deforestation, melting ice caps and forest fires.
They received a such a volume of interest that Robin Wood now sell posters of the campaign, at production cost. If you’re interested you can pick them up here. Ad agency, Grabarz & Partner created some very emotive and powerful images that certainly made me stop and think. This is not a topic that people often think about in their daily lives, so seeing such powerful images definitely puts things into perspective. Sometimes shock tactics are the most effective form of reaching your audience.
Apple- The All New Apple Music
A campaign that’s a little more light hearted is Apple Music’s recent video ad with James Corden. You can watch it below and see what you think, but I think it’s very clever. It features Corden in a meeting with some Apple Music officials discussing ideas for a commercial and whilst his crazy, elaborate ideas are being played out the officials are subliminally giving out the key information the consumers actually need to know. This isn’t a unique concept for a commercial but it’s definitely effective, it’s humorous, somewhat different whilst also giving the information they want people to know. And as James Corden’s show is being streamed on Apple Music it’s an obvious choice for a celebrity endorsement. Click here if you want to see James Corden’s Apple Music ad.
Spotify- 2016 It’s Been Weird
I think you’ll all agree 2016 has been a crazy year, from Brexit to a new president we’ve seen some big changes that will be sure to shake the world in 2017. Spotify have analysed their 2016 user data and used it for their latest ad campaign, and I think you’ll agree they’re ingenious! They’re funny and light hearted whilst giving an insight into other Spotify users listening habits. They’ve been a big hit on social media, where is actually where i found the campaign. I love this style of advertising and I think more companies will follow suit and create campaigns like this in 2017.
To round things off, here’s another interactive billboard this time in Canada, promoting the Netflix show, Daredevil. The campaign features three of the shows main characters and challenges a passerby to “join the fight” and hashtag #Daredevil, #Punisher or #Elektra to support the character they like best. Every 48 hours the character with the most tweets inflicts pain onto the other billboards including bullet holes, slashes, bruises and 3D weapons. This is certainly a really effective and innovative way of getting people talking about the show and would definitely draw attention and buzz to a show.