THE BREAKTHROUGH BRIEFING: APR 30

Welcome back to the Breakthrough Briefing!  Once again we’re looking at the creative and inspiring campaigns that broke through the noise from the last week.

FIFA match report

Xbox decided to cover the recent match between Juventus and Real Madrid in the only way they knew how: with Xbox controls.

Readers of the Evening Standard came across the campaign amongst the other football match reports, but this section described the events a little differently.

‘Costa B and win the ball. He RT and Y to Khedira who X.’

Xbox match report               (Image: The Drum)

The whole report described the match using the Fifa Xbox controls. The writers of it even analysed each of the moves of the match and used their proper corresponding controls in-game. Readers were learning about how to play the upcoming game as they read.

We love this idea because it’s such a different way to highlight a game. It reaches the perfect audience of football and gaming fans and does something truly creative.

Whopper cinema sneak

Cinemas in Peru are now letting people take in their own snacks, as long as they’re similar to what the establishment sells.

To comply with this rule, Burger King have started selling King Popcorn, but there’s a catch. Underneath the top layer of traditional popcorn, the container hides fries and a Whopper burger.

This meant loads of people could sneak in more than a snack to enjoy whilst watching films.

Cinemas eventually caught on after it featured on the news and tried to stop people, but Burger King still saw a 40% increase in sales because of the stunt.

We love this idea because it puts them on the side of the consumer. It positions them as helpful friends, rather than a distant presence. We hope more brands will find a way to sneak in food to cinemas – time to get creative like Burger King.

 Volkswagen phone cases

Volkswagen have featured on products for years, with their famous campers a cult image. But the latest ‘merch’ isn’t so appealing.

The brand has created phone cases made from crashed cars. The metal is sourced from cars who had an accident because of dangerous driving whilst using a phone.

Volkswagen car crash phone cases

This is a dark message, but an incredibly important one. The phone cases act as a reminder for those tempted to check a message whilst on the road. Proceeds also go to crash victim’s rehabilitation.

We love this idea because it gets directly to the message. A car brand wouldn’t usually want to associate itself with crashes, but Volkswagen have taken this opportunity to keep its customers safer.

#PostsIntoLetters

Change The Ref are a non-profit organisation founded by Manuel and Patricia Oliver in memory of their son Joaquin, whose life was taken in the Parkland, Florida school shooting.

Following the tragedy thousands took to social media to voice their pain and desire to for change. To give this noise more of an impact, Change the Ref have created a way for people to turn their tweets and other posts into letters to congress. The letters are all printed using Joaquin’s handwriting.

Change The Ref #PostIntoLetters              (Image: Change The Ref)  

This is an incredibly powerful statement and a fantastic way to help people work towards the change they want. Change the Ref are set up to fuel the youth movement that has sparked from recent events and we think this software is a great way to aid this and campaign for the change that’s needed.

MPAN and Facebook facial recognition

The Missing Persons Advocacy Network (MPAN) are using Facebook’s facial recognition software to help identify missing people across the world.

Facebook has changed the way we interact and because of that there’s ‘now only 2.5 degrees of separation between the entire population of the planet’ says Anthony Moss at WhiteGREY Melbourne.

It’s is supported by the Invisible Person’s campaign which encourages people to add the profiles of missing people.

Using the 500 million photos and videos that are uploaded daily, MPAN’s initiative will harness the recognition tech to identify and locate missing people.

We think this is a great idea. It uses technology readily available to help people across the world. Non-profits are often held back by funds, but when tech’s available like this it can make a real difference.

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