THE BREAKTHROUGH BRIEFING: MARCH 26

Welcome back to the Breakthrough Briefing, our weekly collection of all the cool and interesting campaigns that caught our eye.

We’ve got a wide range of ideas this week, from a pathologist influencer to a furniture gameshow and everything in-between.

Bulletproof Kids

An agency in America have created a website selling bulletproof vests for kids and toddlers as a nod to the epidemic of school shootings. Don’t worry, the website is fake. When someone clicks to purchase they get a message that reads ‘Kids don’t need bulletproof vests. They need voters demanding change’. It also encourages users to tweet their local senator and ask for action.

               (Image: Adweek)

Gun control is hotly debated in America and perhaps showing the absurd and awful nature of what the future could hold for children will be the wakeup call some people need.

We think the website works so well to highlight the outrageous world of gun violence and is a subtle way of catching the attention of those still on the fence.

Pathologist Eyewear

The eyewear company Kirk & Kirk have come up with a unique way to promote their business. They’ve used the age-old trick of an influencer partnership, but the person they chose to represent the brand is slightly different than the usual Instagram star.

@Mrs_Angemi is a pathologist and her feed shows the day to day work she performs. So if diseases, decaying bodies and injuries make you feel squeamish, don’t check it out.

Mrs Angemi and Kirk & Kirk have designed and released a limited-edition set of glasses that reference some of the biological work she performs. Anatomically correct hearts and a scalpel adorn the sides in silver, giving them a stylish and truly unique look.

Kirk & Kirk glasses pathologist               (Image: Guardian)

We love this idea, because it really breaks the mould of traditional influencer marketing. Some of us even want to buy a pair for ourselves.

Matchers Keepers

Picking furniture can be a challenging time, especially when someone else’s tastes come up against your own. To tackle this issue Ikea have created an episodic gameshow on YouTube.

Titled Matchers Keepers, couples and flatmates each design a room using the AR Ikea Place and see how closely the two ideas aligned. Winners are selected if they both place the same style furniture in the same place.

We love this idea because it does something slightly different with YouTube and it’s really entertaining. Ikea is always around to save the say when it comes to furniture trouble and seems like they can now even solve arguments.

Motorola: Real People

Motorola have released a video of a prank-style experiment they conducted.

The phone company placed hyper-realistic statues of people staring at their phones in public places, usually making it awkward for passers-by. For example, one statue was at the exit to an underground station. Funnily enough a lot of people just pushed past and carried on without even noticing that the person was fake. A few people, however, did take a better look and realise something wasn’t right.

Motorola Breakthrough Real People Video               (Image: Daily Commercials)

The campaign was to highlight how people can be so absorbed in their phones and how we accept it as the norm. It’s part of their #phonelifebalance movement. For those who stopped and checked out the figures they saw a message on the fake phones: ‘The average person spends 4 hours a day staring at their phone.’

We love this idea because it’s coming from such an unlikely source. You wouldn’t expect a phone company to advise people to spend less time using their products, but it suggest a move to authenticity as they want to help people more than they want to sell phones.

Cadbury’s ‘out-of-the-ordinary’

Shoppers in Westfield Stratford had the option to use either an ordinary lift or the out-of-the-ordinary Cadbury lift.

In the extra special lift people could move melted chocolate through pipes, crunch a giant biscuit and add chocolate aroma to the air. After the ride they were offered a sample of the new Break Bar.

Breakthrough Cadbury out-of-the-ordinary                 (Image: Bristol Media)

Most people opted for the fun lift, unsurprisingly, and had a great time having a real-life Willy Wonka experience. It was part of the Break Bar launch campaign. It encourages people to change an ordinary experience into something fun and exciting.

We love this idea because it ties into the message so well. It definitely switched up ordinary for everyone that took a trip in the lift. We hope our next elevator ride is that good.

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