12 global digital marketing campaigns that you should read this week

Global digital campaigns of the week - TAC meet Graham the invulnerable, Channel 4 Superhumans at Rio 2016, Razorfish’s sleek New York headquarters, Telstra magic of technology

Telstra Magic of Technology: Telstra has unveiled a new brand campaign that brings to life the magic that can be created on Telstra Networks. The Telstra Magic of Technology campaignhighlights how Telstra enables people to thrive in a connected world and aims to position Telstra from a telco to a techco. The launch ad begins with a quote from science fiction writer and futurist Arthur C. Clark: “Any sufficiently advanced technology is indistinguishable from magic”.

Mountain Dew Chose Its New Permanent Flavor by Tapping Into Cult Social Following: This summer Mountain Dew kicked off an epic competition for its die-hard fans. Dew fans had spent years asking for two flavors, Baja Blast and Pitch Black, to be sold permanently in stores. Mountain Dew was only going to bring one flavor back forever so it decided to let the fans vote in the DEWcision 2016 campaign.

Inside the Agency: Razorfish’s sleek New York headquarters: Only a handful of businesses dared to set up shop in Manhattan’s Hudson Square before the 1980s. Today, the once-gritty industrial neighborhood, tucked between Soho and the Hudson River, is a vibrant artistic hub, home to a growing number of creative, tech and media companies, including ad agency Razorfish.

How The Atlantic, Slate and others obsess about user experience: The Atlantic, Mic and Slate are appointing dedicated user experience experts and putting more effort into testing products and features before releasing them.

Istanbul Flow Motion: Turkish Airlines is in the news this weekend with the challenges presented by the attempted coup in Turkey. Back in November 2015 Turkish Airlines launched “Istanbul – Flow through the City of Tales”, a commercial presenting Istanbul as the main hub of Turkish Airlines, introducing the historical, cultural and social aspects of the city to a global audience.

Gatorade Dear Peyton: Gatorade’s Dear Peyton TV ad is one of the nominations for Most Outstanding Commercial in the 2016 Emmy Awards. Launched in April 2016 in recognition of quarterback Manning’s retirement from the National Football League, the Gatorade Dear Peyton features handwritten letters Peyton Manning wrote during his 18-year career, read by the recipients, including former teammates, rivals, players, coaches, family and friends.

Channel 4 Superhumans at Rio 2016: Channel 4 has launched Rio 2016 Paralympic Games: We’re The Superhumans, an advertising campaign promoting coverage of the 2016 Paralympics in Rio, and supporting Channel 4’s 2016 Year of Disability. The centrepiece of the campaign is a three-minute advert, We’re the Superhumans, featuring a cast of more than 140 disabled people, including Paralympic athletes, musicians and members of the public from all walks of life.

AAMI Not very insurancey Recorder Girl: Australian insurance company AAMI has responded to complaints about a squealing recorder with a new version of the latest Not Very Insurancy commercial. Launched in late November 2015, the AAMI Not Very Insurancey advertising campaign shows the AAMI girl and her colleagues running a high tech command station and then heading out into the world to help customers with their car, home, travel, business and income protection insurance, along with weather alerts.

Nissan Diehard Fan Faces at Rio Olympics: Nissan USA has launched the Nissan Diehard Fan Nations app, a virtual face paint app goes allowing sports fans to show and share their national pride for the sports teams that will be heading to Rio de Janeiro for the 2016 Olympics. The app, designed originally for college sports fans in the USA, has 2,000 designs that fans can use to paint their face via their smartphone or tablet. The DieHard Fan mobile experience, designed at Critical Mass, lets fans virtually paint their faces and share with friends using a smartphone or tablet, with a range of 2000 designs.

Heathrow First Flight marks 70 Years: Heathrow Airport is running its first ever television advertising campaign, celebrating 70 years of flight. Heathrow First Flight, set to David Bowie’s 1967 track “When I Live My Dream”, follows a five-year-old girl, Harriet, and her companion Owly. Together they travel from her home, through the airport and onto a flight. The advert ends with the line ‘To the next 70 years of first flights’.

Air New Zealand Safety in Hollywood: Air New Zealand’s latest in-flight safety video, Safety in Hollywood, stars Anna Faris (Christy Plunkett in Mom) and Rhys Darby (Murray Hewitt in Flight of the Conchords). The five-minute Air New Zealand Safety in Hollywood film is set in multiple iconic Hollywood film locations at Warner Brothers Studios, including those used in Jurassic Park, Casablanca, War of the Worlds and True Blood. Rhys presents Anna with a script featuring Anna, himself, two Air New Zealand flight attendants, and over 20 extras, including Chester the Chihuahua, who has appeared in Transformers and Grey’s Anatomy.

TAC Meet Graham the Invulnerable: The Transport Accident Commission (TAC), a road safety organisation in Victoria, Australia, has launched ‘Graham’, an interactive lifelike sculpture demonstrating human vulnerability. Royal Melbourne Hospital trauma surgeon Christian Kenfield and Monash University Accident Research Centre crash investigator David Logan briefed Melbourne sculptor Patricia Piccinini to develop Graham. Graham has been designed with bodily features that might be present in humans if they had evolved to withstand the forces involved in crashes.