Each week thousands of new campaigns are released; from different brands in different industries on different platforms in different mediums. Seeing all of them is almost impossible, but you never seem to miss the very good ones… or the very bad ones.
Let us introduce you to the Weekly Review, in which the RE-UP team throws in their two cents about the very best (and worst) campaigns released that week.
So, without further ado, here are our thoughts on this week’s ads:
Celine: CELINE // Good
Hedi Slimane debuted his first ever campaign for Celine this week, after teasing everyone with a first bag seen on the arm of Lady Gaga and a new logo (RIP the accented e).
The first images of his new campaign keep the mystery going, not revealing too much about what’s to come, only featuring two models, one with a crystal-embellished netting around their head and the other wearing a scarf. The release promises “a cross section of a generation, comprising of young artists, musicians and models.”
Way to stay mysterious and leave us wanting more, Mr Slimane. More to come in two weeks. – Cécile, Strategist
Nike: Dream Crazy // Good
For those who haven’t been alive last week, the new Nike ad has caused rifts (good and bad) through the advertising world.
Colin Kaepernick, an NFL player, has been attacked for kneeling during the National Anthem to try to highlight racial injustice but has since been forced out of the football league.
I’m often a sceptic of corporate social awareness campaigns, especially when Nike has often been known for their style over substance ideas. However, I believe this shows Nike taking a risk and showing that they’re not afraid to back what they believe, and I think that deserves, if nothing else, respect.
Of course… if you don’t like it you could #boycottnike and #justburnit (search the hashtags, you won’t be disappointed). – Bill, Strategic Planner
Ikea: Lamp 2 // Good
I’m a sucker for sob stories, especially those about inanimate objects and this one really pulled on my heartstrings.
The conclusion to Ikea’s 2002 Lamp advert, once called the “best rug-pull in advertising history” by Spike Jonze. Picking up from where the lamp was abandoned we see a little girl take the lamp home and give it new life. She finds a range of different uses for the lamp, capturing both the inventiveness of children’s minds and the importance of recycling and upcycling.
Comparing the two ads shows how far we’ve come in the commercial mindset. It’s shouldn’t always be ‘buy our new thing’ but also here’s how you can keep using our product and do your little bit to help the planet. – Lynn, Copywriter
Agência Nacional de Transportes Terrestres: Emojis 2 // Good
Every year we see campaigns fighting against road accidents. A lot of them can be pretty (too) tough, too long, too dramatic, not specific enough.
The Brazilian agency Fields360 came up in August with this really powerful series of prints called Emojis 2.
Young drivers are the most affected by road accidents due to the overuse of phones while driving. Using emojis as airbags in those accident situations is a strong and powerful message sent to the young generation but not only. Indeed Emojis became a common language used by every generation in the whole world.
The message and the target are clear, what makes it a really good campaign. Who needs words when you can use images? – Lisa, Art Director
Fiat: A taste of tomorrow. Today. // Good in a bad way
Fiat is launching its new 500X model with a short film paying homage to Hollywood blockbuster Back to the Future.
The ad tells the story of a 60s couple transported to the present day when their classic Fiat 500 is struck by a bolt of lightning and transformed into the modern-day incarnation.
As they try to make sense of their new surroundings, they inadvertently discover the futuristic features of the 500X including its HD navigation screen and voice-activated services.
The short ends with the couple returning to their own era where they are mobbed by crowds of bemused onlookers marvelling at the time machine. In among them, the camera turns to a familiar face – a knowing traffic warden played by Back to the Future star Christopher Lloyd.
Created by Leo Burnett and directed by Ago Panini for the Movie Magic Production Company, the full two-and-a-half-minute version was first released on Fiat’s social media channels where it has racked up more than 32 million views in just two weeks. It is now on air on TV in various European countries.
The campaign is Fiat’s latest journey into cinema following last year’s ‘See you in the future’ 60th birthday film fronted by Oscar winner Adrien Brody. – Ayesha, Account Manager
Mcdonald’s: Instagram Menu // Good
Today one of the main trends is to be natural. It started with the veganism and then with the no makeup movement.
With our new social media lives, brands have to be more and more transparent and obviously social.
Even if McDonald’s is the king (without puns) of junk food, they have well assimilated this new challenge by creating the Instagram Menu. The Instagram menu allows you to choose your meal by showing you people eating McDonald’s on Instagram instead of appealing photoshopped pictures.
After their campaign poster with no logo and just a big close up of a burger, McDonald’s once again breaks advertising classic and boring rules! I really loved this simple but smart campaign. – Victoria F, AD Assistant
Wickes: Tradesman’s Suncream // Good
To me, a campaign that reaches directly and most importantly, in a simple way its targets is a good campaign.
It is actually utterly clever to link the silliest things sometimes, like paint and suncream which cruelly look alike. Making people smile and wonder is THE BEST means of reaching them.
It is particularly smart in this case because it helps increase protection and awareness around a pretty unknown (and serious) issue in a nice and inspiring way. Playing down about bitter subjects sometimes helps in dealing with it a lot easier and faster. – Victoria I, AD Assitant