THE BREAKTHROUGH BRIEFING: APR 9

It’s the latest Breakthrough Briefing! Once again we’ve collected all the best unique and creative campaigns from last week and shared them here.

Instagram, tiny fashion and cartoons all feature so it’s a great range to get your teeth into once again!

WWF Beautiful Earth

The World-Wide Fund for Nature (WWF) has teamed up with travel influencers to highlight what were some of Earth’s most beautiful spots. The focus, unfortunately, is on past tense here.

The popular Instagrammers are followed by people fawning over all their beautiful adventures and their latest posts with WWF are no different. Each user received tons of positive comments on their pictures of lakes, wild flowers and beaches. However, each of these pretty pictures are photoshopped.

The influencers didn’t actually travel to these sites, because they’re no longer there. Each place is now ruined by humans through anything from deforestation to rubbish dumping and everything in-between.

It’s a call to realise the irreversible impact humans have on our precious planet. We love this idea because it uses influencers to reach people in such a powerful way.

Knorr ‘Eat Your Feed’

Knorr are the UK’s biggest selling brand of stock cubes but now they’ve moved onto tech by utilising an online app that lets Instagram users eat their feeds.

Before you start picturing people chewing on bits of plastic and circuit board, don’t worry, it’s not another tide pod situation. The ‘Eat Your Feed’ technology instead analyses a user’s Instagram pictures to create personalised recipes based on their memories.

Knorr Breakthrough Briefing                (Image: The Spoon)

Knorr has a recipe data base and the technology matches those with travel, food or anything other pictures that deserve to be remembered with a delicious meal.

We like this idea because it gives something tailored to each individual user and it’s genuinely useful content that shows the value of Knorr.

Google Maps – Where’s Wally?

In easily the nicest April Fools campaign, Google Maps set up a Where’s Wally game across the maps feature.

People could active it on their phones, chromebook or home device by saying, ‘Hey Google, Where’s Waldo?’ (The American Wally counterpart). Users could then tap his icon and were faced with a corwd to spot the famous character in. Once they do, they’re transported to a new location and the search begins again.

              (Image: The Drum)

Other famous characters such as Woof, Wenda and Wizard feature and users could earn badges by spotting them as well.

We like this idea because it’s such a fun way to utilise the map feature. We’re expecting more good things to come from maps!

Sylvanian Families Tiny Fashion

To launch the new Town Range of Sylvanian Families, a bath-based agency helped them devise the idea of a miniature fashion show.

Forty tiny figures were dressed up in ‘petite’ haute couture outfits. They then paraded around a conveyor belt, showing of said adorable fashion statements. Even child ‘look-alikes’ of The Queen, Ann Wintour and Karl Lagerfeld sat front row.

Sylvanian Families Breakthrough Fashion               (Image: Highlight)

The show will be taken on the road and shown off across cities in England. We’re hoping we might catch a viewing!

We love this idea because it’s original and, let’s be honest, adorable. It plays to the appeal of the figures and attracts both a young and old audience, something that’s so useful for toy makers.

Dove and Cartoon Network

Dove has partnered with popular series Steven Universe, the only show on Cartoon Network created by a woman.

So far, they’ve created two short films featuring some of the leading characters to promote body positivity.

Media is a huge influencer when it comes to body image and the stereotypes start as early as in cartoons for girls. This partnership aims to change this and give them a positive message to learn from.

Next up are a music video and song from show creator Rebecca Sugar’s brilliant mind.

We love this idea, because content that reaches a young audience needs to entertain alongside educating and this does it perfectly. A solid partnership like this will also have a great impact over time.

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