Welcome back to a new Breakthrough Briefing!
A new week means new campaigns and we’ve got some great ones featured this time.
GM Universal Love
MGM Resorts International are celebrating love and acceptance with the release of an album titled ‘Universal Love’. It reimagines classic love songs for the LGBTQ+ community, mixing up beats and switching out pronouns.
It features six songs with voices from Bob Dylan to Kesha.
The Beatles’ 1964 pop track ‘And I Love Her’ becomes ‘And I Love Him’, sung by Death Cab for Cutie’s Ben Gibbard. The 1968 Janis Joplin classic ‘I Need a Man to Love’ is adapted by Kesha to become ‘I Need a Woman to Love’.
This is an incredibly strong move from MGM Resorts and we love the idea! It takes being an ally one step further and actually creates something meaningful. The album is really well done and will be remembered for years to come.
Knorr Charity Rewards
Getting people to watch ads and not click that tempting ‘skip ad’ button is a challenge for anyone. However, Knorr have devised a plan that has us watching the whole way through.
At the bottom of their pre-roll they tell users that if they watch the ad for at least 15 seconds they can donate to either The People’s Kitchen, The Trussell Trust or WaterAid free of charge.
(Image: The Drum)
The charity will then receive 50% of the revenue made on the ad.
We love this idea because it appeals to everyone’s altruistic nature, which is a recipe for success as we saw in our Kiddylicious Snow Globe campaign.
This idea rewards people for watching the ad and shows Knorr as a caring and thoughtful brand.
Adidas 30k videos
Adidas are celebrating their 30th year partnering with the Boston Athletic Society and have promised to create 30, 000 videos for the Boston Marathon to honour it.
That’s handily how many people are racing, which means everyone will receive a video featuring their marathon experience. Every. Single. Runner.
That’s an amazing undertaking and it’s taken a lot of setting up to be ready for the shoot.
Using the radio-frequency identification chips in their bibs, the Adidas team will be able to single out each person to film. They’ve also experimented with filming other races to create storyboards and prep perfect shots to reduce editing time for each of the Boston videos.
This is taking personalisation to the next level and has set the bar higher for a lot of brands. They’re creating something really special for everyone involved. This definitely puts the consumers first.
Autism Awareness Month Collaboration
Television network PBS kids have teamed up with Zappos Adaptive to create a line of gender-neutral clothing for Autism Awareness Month (April).
The collection includes t-shirts and trousers designed with the sensory needs of autistic children in mind. They feature dissolvable tags, no buttons and are of a soft, machine-washable poly-cotton. It can all also be work backwards or forwards, making it even easier to use.
(Image: The Drum)
We love this idea because, similar to the MGM album, it’s something of real value to the people it’s supporting. We wrote a thought piece on how brands should align themselves with seasonal events and this is a perfect example of PBS Kids getting it right!