THE BREAKTHROUGH BRIEFING: JULY 2

Welcome back to the Breakthrough Briefing! This week we’ve rounded up all of our favourite campaigns that did something different.

Conservation games

Minecraft have recently released a new Aquatic update that populates the vast oceans with new and exciting sea life. But unfortunately, real oceans aren’t having such a good time.

To tackle this, the Microsoft-owned game has launched Coral Crafters. The initiative encourages gamers to build underwater worlds to promote the rebuilding of our suffering coral reefs. Users could also enter a design competition and the winning underwater sculpture is being used to artificially start a real-life reef.

The project is in partnership with the organisation The Nature Conservation, bringing the expertise of both brands into the campaign.

We love this idea because it’s a great way to reach people and encourage them to protect our oceans. Video games are such a huge industry, it’s great to seem more brands teaming up with them to reach their diverse audience.

Marketing big and small

Arby’s have replaced Pepsi products with Coke and to let people know and encourage excitement, not disappointment they’ve done some record-breaking marketing, literally.

The American food chain have created the world’s smallest and world’s biggest adverts, landing them a Guinness World Record.

Arbys record-breaking big ad                (Image: Marketing Dive)

The largest measures 212,000 square feet and covers nearly 5 acres reading ‘Arby’s now has coke’ in red on a plain white background. The smallest on the other hand is etched with an ion beam onto a sesame seed from one of their buns. This one read ‘A big announcement is coming. This isn’t it.’ This little bit of marketing is displayed in the largest New York Arby’s for customers to view through a microscope.

We love this idea because it really breaks through and does something different. It’s simple in idea (if not in execution) but definitely makes a big buzz about the new drink choice.

Chatbots for good

The Ad council has teamed up with some of Facebook’s tech to create a campaign that hopes to combat underage drinking and driving.

Using a chatbot, they’ve created an interactive story ‘The Ultimate Party Foul’. Users can chat to different people in a friendship group to get to know them and have fun at a party, actively moving the story.

The story then ends the next day and they learn that a character got caught drinking and driving.

underage drinking chatbot               (Image: The Drum)

It plays on the fear of losing new found freedom from a driving licence and shows the serious consequences of making ‘The Ultimate Party Foul’.

We love this idea because it uses chatbots in a different way, creating a narrative. From experience we know that chatbots work really well to engage users and this is a new way to use the great tech.

Ads nobody saw

Fruit of the Loom are promoting their new underwear by telling people they won’t even notice their wearing them. And to match their marketing to the product, they’ve created ads that people won’t notice.

The idea plays off the fear that people don’t notice advertising anymore, so they’re taking that one step further. Stacks of money and new underwear were hidden across New York with clear instructions of how to get it in lots of popular styles of ads that don’t usually grab attention. Qr codes, prints with small text, miniature doors and inflatable wavy men all featured.

Even with such a large population and clear ads, only six people have found the prizes so far. One took note to punch through a poster to discover the cash and another got directions from a viewfinder and picked up the prize in a nearby bike basket.

We love this idea, because it turns fears of advertising on their head. In not wanting to be found, they were set to succeed. There are even prizes still available to be won across New York, so maybe people will take a closer look at different ads. We think this really does something different and for once hid behind the noise.

 Ikea drags up

To celebrate pride, Ikea Canada are teaming up with popular drag queens to create a range of runway-ready garments. The catch is, it’s all made out of Ikea products.

Ikea's DRAÄG campaign umbrella dress                 (Image: The Drum)

From lamps to shower curtains, the queens got sewing and crafting to create finished pieces.

The campaign, DRÄG, is part of  ‘Beautiful Possibilities’ which highlights diversity and inclusion. It mainly ran on social but featured OOH and on the national LGBT network OUTtv.

We love this idea because it’s such a fun way to highlight Ikea’s offering and attitude. It encompasses their brand purpose perfectly and taps into the growing popularity of drag performers.

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