THE BREAKTHROUGH BRIEFING: MAY 14

Welcome back to the Breakthrough Briefing where we discuss our favourite creative campaigns from the previous week.

Once again we’ve got a great mix of fun and exciting stunts and messages, as well as a powerful out of home campaign that cuts right to the core.

Pimm’s wedding race

To celebrate their new Pimm’s Spritz, the alcoholic drinks brand invited bride and grooms-to be to race across London. Everyone had to do it in full wedding attire and the lucky winners then received their wedding paid-for.

Londoners could watch as women in floor-length white dresses and trainers and men in full suits and running shoes sprinted to be the ones to win.

Pimms London wedding race               (Image: PR examples)

Couples also had to complete an obstacle course including bouquet throwing and carrying the other over the finish line.

It was such a fun idea and actually fit perfectly. Wedding season is upon us and Pimms is definitely a drink of choice for most celebrations. Planning a wedding is also known to be a bit of a marathon. We love this because it reminds people of the difficulty but fun of wedding planning and how Pimms can make it all a little easier. That’s got us thinking of pouring a glass…

Deadpool takes over 7-eleven

Ryan Reynold’s character Deadpool has taken over 7-Elvens in a big way. As well as the usual limited-edition drinks, sweets and snacks, customers can expect to find AR editions as well.

Using the 7-Eleven app, consumers can bring Deadpool to life and partake in a scavenger hunt across other participating stores to unlock doodles, virtual messages, and extra 7-Eleven loyalty points.

Customers can also enter a competition to win tickets to Deadpool 2 and a trip to Las Vegas by scanning their app at checkout.

We love this idea because it’s using AR in such a good way. It’s funny and totally in line with Deadpool’s style and makes it easy for customers to interreact with the upcoming film more than just online.

Kia’s pop-up book for adults

Kia have shaken up the usual direct mail by sending out an interactive book. Through the various activates available, readers can experience driving the car without even leaving their house.

The book includes tires that release the scent of scorched rubber when scratched, a page where you can spin doughnuts with your finger and even a fake speed ticket.

Kia interactive book               (Image: Ad Week)

This idea resonated with us because it really pushed direct mail to its full potential. They saw the advantage of a physical experience and ran with it. We think lots of brands could take a leaf out of their book and turn direct mail into a fully realised experience.

NRA face victims of gun violence

Inspired by the action of students from Majority Stoneman Douglas Highschool, creative director Susan Levine ran an out of home campaign at an NRA conference.

Levine used billboards with photos of victims of gun violence and a message of what happened to them. Simple in design, it gave everything it needed to, focusing on the victims first and foremost.

Named Face2Face, it showed gun supporters what they’re really supporting, by bringing them face to face with people whose lives were taken.

Face2Face campaign billboards

She wanted a peaceful but powerful protest that focused on something ‘everyone could relate to, an emotional side.’ We think she manged this and did an incredible job.

The student activists from Douglas Highschool asked people in advertising to help spread the message and it reminds us to use the tools and platforms we have to speak out.

Grenfell activists used a similar tactic when they displayed three billboards, in the style of the film with the same name.

Marketers know how to reach people and get a message across, so it makes sense that they share this with those who are trying to spread such important messages.

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