THE BREAKTHROUGH BRIEFING: MAY 21

Welcome to this weeks Breakthrough Briefing!

Once again we look at our favourite creative campaigns that did something different and broke through the usual marketing noise.

Oxford Circus Scents

The scents of Oxford Circus tube station wouldn’t normally have positive reviews, but last week was different.

Along with giant pastel pink posters, the smell of strawberries was pumped into the air all in celebration of the Beefeater Pink Gin.

Beefeater Strawberry poster in oxford circus tube               (Image: the drinks business

The drinks brand improved the days of anyone travelling and definitely got some mouth’s watering for a summer cocktail!

We love this idea because it does more than just visuals. Scent is known to perform well in memory relocation, so people will be thinking about strawberry gin all day.

Kentucky Fine China

KFC have created limited edition tubs made from bone china in celebration of the royal wedding.

It was rumoured that the wedding proposal was over a roast chicken dinner, so KFC knew they had to play tribute.

KFC bone china bucket for royal wedding               (Image: Ad Age)

There were only 25 buckets available to win and customers had to be part of the ‘Colonel Club’. This is a loyalty scheme that people can sign up to by downloading the app.

Another 50 cardboard versions of the bucket were available from the Windsor KFC store on Saturday.

Maternity Resort Wear

Creative director Tara Lowell decided to highlight how quiet people are about the realities of maternity leave and show that’s it’s no vacation.

She created a line of ‘Mommy Bahama’ resort wear that was practical with the realities of new motherhood. From mesh underwear to bras and C-section belts, the whole collection is funny and real and all in time for the American Mother’s Day.

Mommy Bahama maternity resort wear               (Image: Mommy Bahama

We love this idea because it gets across such an important message in a clear, real and hilarious way. As a working mother herself, Tara really captured the essence of maternity leave.

Feel the sand

Tourism is the main source of income for the Dominican Republic, but people only visit 3 major beaches.

To promote the other 200, McCann Santo Domingo decided to let people experience the variety of beaches first hand. Kind of.

They collected sand and water from each beach and created colour sheets to show tourists what they can enjoy, all with touchable sand!

We love this idea because it really brings the selling point to life and makes the beaches tangible.

Visitors to the website can see a digital version of the colour cards but can also order a hard copy to peruse the sand in their own time.

Sweat branding

Where football fans are used to seeing branding, fans of the Corinthian Stadium game saw players with blank shirts. Or so it seemed.

Brazilian laundry detergent brand OMO used ink that only showed up when the players sweat. At the beginning of the game the sponsored shirts were blank, but halfway through the game, the OMO message appeared.

We love this idea because of how clever it is. The message stands out because it activated during the game and did something different with football shirts – something that doesn’t have much scope for creative work.

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