Curated marketplaces, both online and physical locations, are helping connect consumers with sustainable brands and eco-friendly products. The Yellow Conference's Do-Good Goods Marketplace, Leafd, The Green Hub and Ethica help brands educate consumers through discovery, curation and education.
Oscar Health, with Chandelier Creative and Franklyn, has launched a new campaign that includes TV ads in English and Spanish that show how the brand helps consumers fit getting health care advice into their busy lives with the line, "Talk to a doctor anywhere, anytime, for free." The push also includes a brand refresh with playful illustrations featured across out-of-home and digital content.
Ogilvy's "Made Ready" campaign for Citizens Bank stars Questlove in a 30-second spot and will feature an original track by his band, The Roots, which will debut at an event on Sept. 27 at the Philadelphia High School for the Creative and Performing Arts and attendees will be able to record it using smart glasses styled to match the drummer's distinctive eyewear. The push is running across TV, social, digital, podcasts, radio, out of home and also includes sponsored local events and regional ads.
McCann's new 60-second spot for Fujifilm Instax shows the personal touch that comes from taking in-the-moment instant photos and being able to physically gift them to others, as a voice-over says, "Although there's lots of photos you can take, there's only some you get to hold." The campaign includes the tagline "Don't just take, give," and McCann New York's Devika Bulchandani says of the campaign and the agency's new appointment, "It's a very cool brand with real cache among its Gen Z users, which will be reflected in the unconventional cross-channel creative work we'll be launching later this year."
For Facebook Pages, marketers will soon be able to rehearse Facebook Live content, trim the videos, specify beginning and ending times and expand broadcast time from four to eight hours, and they can also schedule Watch Parties, enable viewers to interact and access new viewer tracking-related analytics. Facebook is also updating its Creator Studio with advanced viewership analytics, distribution metrics and support for a variety of languages, and enabled scheduling for Instagram's IGTV content for up to six months.
Instagram TV is scaling up its viewership, and publishers such as Vice Media and ESPN are capitalizing on the opportunity to expand their audience reach with branded content, while Meredith and others are focusing on product placement and show sponsorships, writes Max Willens. CNN's Ashley Codianni says, "We already have an incredibly large and engaged audience on Instagram."
BVK has unveiled a "Destination Unknown" push for an undisclosed tourism organization that features creative with blurry images of fall leaves with copy such as "Don't Miss the Incredible.....In..." and is running across radio, transit, digital and social ads, and includes influencer collaborations. Consumers are encouraged to visit a dedicated site to be in with a chance to win a seat on the "Destination Unknown" bus that departs on Oct. 5 from Washington, D.C., and will reveal the location.
Snapchat is promoting two of its Snap Originals shows -- the new "Original Dead of Night" and the fourth series of "The Dead Girls Detective Agency" -- with billboards in Los Angeles that include augmented reality experiences. Consumers can scan Snapcodes on the billboards to access exclusive lenses that deliver AR activations, which can be included in Stories and shared through Snaps.
Gut's Buenos Aires office created a 90-second spot for Latin American online retail platform Mercado Libre, which features an astronaut visiting planet after planet, only to find that each is unsuitable for human life. The ad says, "We look on other planets for what we neglect on ours," before showing the astronaut return to Earth with its abundance of greenery, water and food, and introduces the platform's "new sustainable product section for those who think of everyone when buying."
Six creative leaders talk about how inspiration comes from their daily routines, such as Saatchi & Saatchi's Kate Stanners, who says, "Idea-mode, for me, comes from conversation." BBDO India's Josy Paul talks about how team "creative therapy" sessions lead to "ideas that go deeper than 'advertising,' " while Abbott Mead Vickers BBDO's Alex Grieve says, "Creativity, alas, does not happen in moments of glorious eureka but, rather, is drawn out, sometimes monotonous and often frustrating."
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