1. 805 Million Names:The UN World Food Programme 805 Million Names campaign, winner of two Grand Prix (Branded Entertainment and Integrated Campaigns) at the Cresta Awards this month, centres on Swedish footballer Zlatan Ibrahimović, striker for French club Paris Saint-Germain. Zlatan had the names of 50 people tattooed on his body, some of the 805 million people suffering from hunger today. Zlatan revealed the tattoos by lifting his shirt post-goal during a game between Paris Saint-Germain and Caen at Parce des Prince on 14 February 2015.
2. Guinness Rugby Players Never Alone: In the build up to the 2015 Rugby World Cup, Guinness released two commercials revealing the inner strength behind two of the game’s best loved players. The two commercials champion the inner strength of character found in former Welsh captain Gareth Thomas and Springbok Ashwin Willemse as they share the difficult decisions they had to face in the pursuit of their careers. The support of their teams is carried in the title “Never Alone”, while the call for integrity is expressed in the title “The Right Path”.
3. The Sweet Story Behind Holiday Inn’s Chinese Campaign About a Mother and Daughter: As Holiday Inn sought to freshen up its image, it wanted a campaign that would speak to a clientele split equally between business travelers and families – a tricky creative challenge. The campaign also had to make the brand’s global proposition about “the joy of travel for everyone” resonate in China and stand out creatively in a country where tourism has exploded and people are being exposed to more hotel brands.
4. How Bloomberg plans to monetize trending news and social traffic across EMEA: Bloomberg Media wants to further monetize trending news stories as well as readers who arrive on its sites from social media, across its Europe, Middle East and Asia (EMEA) markets.
5. REI declares war on Black Friday with #OptOutside push: REI is advertising the day off as #OptOuside, encouraging its employees and shoppers to actually spend time with family and friends instead of at the mall. The retailer is promoting the day with a special website and a social media campaign with the hashtag with pictures proving they’re outside.
6. Toyota Back to the Future: Toyota has linked the Fueled by Everything campaign with a series of online films connected with the Back To The Future film series. Launched on October 21, Back To The Future Day, the five minute commercial introduces an older Marty (Michael J Fox) and Doc (Christopher Lloyd) to science buff Misha. Misha drives around in his Toyota Tacoma pickup to collect rubbish for fuelling the new Toyota Mirai fuel cell vehicle.
7. Tesco Halloween Spookermarket: Tesco, the British supermarket chain, is connecting with customers over the Halloween season with “Spookermarket”, an advertising campaign featuring a scary shopping experience. The online film at the heart of the campaign shows customers in a Tesco supermarket being spooked by live scarecrows, a remote-controlled trolley and surprise appearances from scary characters, all caught on hidden cameras.
8. Adidas Taps Influencers for a Unique Run Through the Streets of New York: In preparation for the New York City Marathon this weekend, Adidas gathered a team of social media-savvy athletes to race through New York promoting its Energy Running movement and the Energy Boost line. The 5K run, which tapped influencers—including running coach Robin Arzon, MC Barao and dancer Ally Love—took participants on a unique 3.1-mile route through the city after sunset.
9. Inside Thomas Cook’s real-time YouTube strategy that’s garnered 5m views in 4 months: Working with ITN Productions, Thomas Cook wanted to provide its audience with relevant content quickly, a strategy that saw ITN Production’s Real Time Studios produce Club 18-30 TV fronted by presenter Andrea Lilly, and holiday reps acting as roving reporters. So far 100 videos have been posted between June and September 2015 – spurring YouTube subscriptions to jump 180 per cent – and production from brief to delivery is 6 hours with multiple versions produced to service different social channels including Facebook and Instagram.