Campaign Trail: Page 2
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
-
Courtesy of Guerlain
ColumnCampaign Trail: Guerlain engages AI to take its iconic bottle back to the future
Creative agency Mnstr used generative AI art to reimagine 170 years of the LVMH brand’s past — and predict 170 years into its future.
By Chris Kelly • July 21, 2023 -
Courtesy of Samsonite
Column
Campaign Trail: Samsonite taps into nostalgia for golden age of travel
Gen Z and millennial consumers saw the brand as one their parents favored, an insight that informed a campaign created with ad agency Iris.
By Chris Kelly • July 7, 2023 -
Courtesy of U by Kotex
Column
Campaign Trail: U by Kotex unapologetically normalizes periods
A bold, multichannel approach by the Kimberly-Clark brand ditches euphemisms as part of ongoing efforts to reduce stigmas around menstruation.
By Chris Kelly • June 23, 2023 -
Retrieved from Waterloo Sparkling Water on June 06, 2023
Column
Campaign Trail: Waterloo Sparkling Water taps AI to bring brand to life
Created with agency Agent A, an evolution of the “Water Down Nothing” campaign helped the challenger brand bring buzzy tech to a growing category.
By Chris Kelly • June 9, 2023 -
Permission granted by Don Julio
Column
Campaign Trail: Don Julio’s fantastical disco day party introduces a new innovation
The Diageo distiller created a vibrant, pink-hued world to position its new Rosado expression as the daytime counterpart to its popular 1942 product.
By Chris Kelly • May 26, 2023 -
Courtesy of Squarespace
Column
Campaign Trail: Squarespace showcases how it makes anything possible
In the follow-up to its Super Bowl spot, the website-making company explores the outer limits of its “Everything to Sell Anything” slogan.
By Chris Kelly • May 12, 2023 -
Courtesy of DoorDash
Column
Campaign Trail: DoorDash proves McDonald’s food is iconic — even in motion
No Fixed Address reduced the Big Mac and McMuffin to their essential elements for a print and out-of-home effort that ran in Canada.
By Chris Kelly • April 28, 2023 -
Courtesy of Mugler
Column
Campaign Trail: Mugler shoots for the stars with Hunter Schafer
The L’Oréal-owned luxury brand takes the "Euphoria" cast member on a transformative journey to launch its Angel Elixir fragrance.
By Chris Kelly • April 14, 2023 -
Courtesy of Toyota
Column
Campaign Trail: How Toyota used its GR Corolla to animate an ad without VFX
The "Metalmorphosis" campaign uses vehicle-mounted cameras to show off the performance of a car that "isn't your grandma's Corolla."
By Chris Kelly • March 31, 2023 -
Courtesy of Smartwater
Column
Campaign Trail: Smartwater elevates hydration with athletes — and Pete Davidson
The Coca-Cola brand teamed with VMLY&R to show how its latest innovation helps consumers elevate their lives in a variety of ways.
By Chris Kelly • March 17, 2023 -
Courtesy of Levi's
Column
Campaign Trail: Levi’s tells ‘The Greatest Story Ever Worn’ in cinematic fashion
To celebrate the 150th anniversary of the iconic 501 Jean, Droga5 enlisted filmmakers Melina Matsoukas and Martin de Thurah to bring true tales to life.
By Chris Kelly • March 3, 2023 -
Retrieved from ESPN on February 16, 2023
Column
Campaign Trail: ESPN revives iconic ‘This Is SportsCenter’ spots
Creative talent at new agency partner Arts & Letters worked on the campaign during its Wieden+Kennedy days.
By Chris Kelly • Feb. 17, 2023 -
Retrieved from Neutrogena on February 02, 2023
Column
Campaign Trail: Neutrogena lathers up reality TV parody on TikTok
Movers+Shakers mined dating show tropes to turn one of the skincare brand's products into the "bombshell" of "Hydro House."
By Chris Kelly • Feb. 3, 2023 -
Retrieved from YouTube on January 18, 2023
Column
Campaign Trail: Kraft Mac & Cheese animates the transformative power of noodles
Made in collaboration with agency Johannes Leonardo, short-form ads turn "struggles" into "snuggles" and "rush hour" into "happy hour."
By Chris Kelly • Jan. 20, 2023 -
Courtesy of Sport Clips
Column
Campaign Trail: Why Sport Clips joined the ASMR fan club
The salon franchise employed sound in streaming ads to immerse listeners in its multi-sensory MVP haircut, driving a 15% jump in brand awareness.
By Aaron Baar • Jan. 6, 2023 -
Courtesy of Diageo
Campaign Trail: How Johnnie Walker centers women’s empowerment in brand creative
As whiskey’s consumer base widens, the brand partnered with comedian Lilly Singh to write and produce a series of videos around women’s rights.
By Sara Karlovitch • Dec. 22, 2022 -
Permission granted by Duracell
Column
Campaign Trail: Duracell swaps product focus for emotionally led holiday ads
Along with changing up its messaging strategy, the battery marketer is taking a different approach to social with a spotlight on its new TikTok creator program.
By Peter Adams • Dec. 9, 2022 -
Courtesy of Lexus
Column
Campaign Trail: Why Lexus said no to the yellow brick road
The luxury carmaker’s “Never Lose Your Edge” campaign pulls inspiration from “The Wizard of Oz” while urging consumers to challenge the status quo.
By Jessica Deyo • Nov. 18, 2022 -
Courtesy of TCO London
Column
Campaign Trail: Why Ardbeg released a comic anthology
The scotch whisky distiller teamed up with TCO London to create a 40-page graphic novel titled “Planet Ardbeg.”
By Sara Karlovitch • Nov. 4, 2022 -
Permission granted by Dietz & Watson
Column
Campaign Trail: Dietz & Watson summons ‘SandWitch Sisters’ in riff on Halloween classic
Drag queens bring a trio referencing “Hocus Pocus” to life for the brand’s largest paid TikTok effort to date and latest collaboration with agency RTO+P.
By Peter Adams • Oct. 21, 2022 -
Courtesy of Jersey Mike's Subs
Column
Campaign Trail: Jersey Mike’s Subs serves up authenticity with Danny DeVito
In its first work as creative AOR, Highdive keyed in on insights about what sets the QSR chain apart from competitors.
By Chris Kelly • Oct. 7, 2022 -
Courtesy of Kraft Heinz
Column
Campaign Trail: Kraft wants mayo lovers to let their freak flags fly
Kraft Heinz partnered with Wieden+Kennedy in its latest bid to be the "Mayo of Mayonnaise," celebrating the rituals some have with the divisive condiment.
By Chris Kelly • Sept. 23, 2022 -
Courtesy of DirecTV
Column
Campaign Trail: DirecTV tackles football, ‘Real Housewives’ fandoms
Created with TBWA\Chiat\Day LA, the latest iteration of the brand’s "Get Your TV Together" campaign unites live sports and reality TV.
By Chris Kelly • Sept. 9, 2022 -
Courtesy of NerdWallet
Column
Campaign Trail: NerdWallet solves financial problems for feet draggers and fence sitters
In collaboration with Deutsch LA, the personal finance company’s "Smartest Decision" push brings idioms — and its editorial team "nerds" — to life.
By Chris Kelly • Aug. 26, 2022 -
Courtesy of Liquid I.V.
Column
Campaign Trail: Liquid I.V. fuels play to prove hydration isn’t just for athletes
The Unilever-owned wellness company keyed into everyday hobbies and West Coast vibes as part of its first national campaign.
By Chris Kelly • Aug. 12, 2022
Previous
