THE BREAKTHROUGH BRIEFING: JUNE 4

Welcome back to the Breakthrough Briefing!

We’ve collected all our favourite unique and creative campaigns from the previous week and shared them here.

WWF Snapchat

Unfortunately, it’s not beautiful wildlife snaps that WWF are sending out. Instead they’re working to educate users about the effects of climate change.

Snapchat uses heat imaging on their maps to show density of users at any one time. And those who logged in on Biodiversity day would see an unusual heat spot in the Artic. This was to represent the effects of global warming at our poles.

WWF snapchat heat maps               (Image: The Drum)

WWF have also used an array of videos to showcase the imminent danger of climate change and the range of species that are impacted by it.

We love this idea because it cuts straight to their target audience. The younger generation receives a clear message on one of their favourite social apps.

Google Golf

To promote their smart speakers, Google created a golf course powered by AI.

Set in New York, the experiential has 6 holes and closes at the beginning of June. Each hole is inspired by a different room to show how Google Home can help around the house.

Google home mini golf               (Image: Campaign)

Players could interact with the Google Assistant at the course to switch up the lights, start a party or choose their favourite TV show.

We love this idea because it showcases the positive benefits in a creative way. A golf course isn’t the obvious way to represent a house, but it made it more interactive than wandering a set of rooms.

Amazon finds a way

Amazon have also run an experiential to promote their Alexa smart speakers, but in a very different way.

An enormous box was delivered by Amazon with Jurassic World imagery and holes on the side of the box. (No one has heard any roars yet.) This is in partnership with Universal Pictures for the Jurassic World film promotion.

amazon jurassic world
     (Image: Adweek)                 

The box is now at The Grove in Los Angeles until two of the film’s stars unveil it at the beginning of June.

And all the fans can only get clues as to what’s inside by asking Alexa.

We think this is a great stunt and definitely caught people’s attention, whether they were Jurassic World fans or not.

Millennial Game show

An insurance brand, ahm, in Australia have launched a game show online.

Named ‘Are you ready to be 30?’ it explores the honest truth of growing up in a light-hearted way and harpers back to the use of health insurance, especially as you age.

are you ready to be 30 campaign show               (Image: The Drum

We love this idea as it definitely speaks to millennials who like to joke about ageing and love a good YouTube series.

Ahm partnered with Vice to speak to young people in a way that really appeals to them.

Down with the patriarchy

Vitamin Spree is a YouTube channel who create social content.

They have a series titled ‘Gender Conditioning’ that explores gender and their latest video ‘How to be a Man’ digs deeper into how men are conditioned by the patriarchy.

When the word ‘patriarchy’ comes up men can feel defensive as if it’s attacking them, but the video hopes to highlight how everyone is negatively affected by it.

The video references the Getty images ‘masculinity undone’ campaign. Getty are using pictures of men in vulnerable and real situations, taking them away from the stereotype lens.

We love this because it’s so important for everyone to explore their place in the world and question things without just having to live with them. The video does really well to break down the societal pressures and where they come from.

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