THE BREAKTHROUGH BRIEFING: MAY 29

Welcome back to the Breakthrough Briefing!

This week we’re once again looking at our favourite creative campaigns that broke through the noise and did something different.

Miniature art

Royal Mail are celebrating the 250th anniversary of the Royal Academy of the Arts with extra-special stamps.

Limited-edition stamps aren’t a new phenomenon for Royal Mail, but this collection features art specifically designed for the stamps, making them even more interesting and important than reused prints of art.

Royal Mail artist stamps              (Image: Design Week)

The collection features artists Grayson Perry, this year’s Royal Academician, Tracey Emin, Yinka Shonibare, Norman Ackroyd and Barbara Rae.

We love this because it allows people access to their own special piece of work from incredible artists.

Free Floaties

KFC are giving away a free summer floatie in the shape of Colonel Sanders himself.

Snapchat users can enter to win one directly through the KFC Memorial Day lens. They announced the floatie through a 10-second video on Snapchat featuring George Hamilton as the Extra Crispy Colonel.

KFC colonel floatie              (Image: Marketing Dive)

KFC often release novelty merchandise around special occasions and we think using the snapchat lens as the link is a really clever idea.

World Cup 2018

We couldn’t do this post without including the artistic feat of the World Cup 2018 film.

The film uses the ancient tradition of tapestry to tell the tale of an important event. Embroidery is animated with historic moments of previous World Cups to highlight the importance of the event and gather excite to watch something that will one day be part of history.

We love this idea because it really does something different with the World Cup promotion and shows its importance by using more than just clips of footage. The ad itself will go down in history.

172 Project

Clothing brand Bonobo’s have released a campaign that promotes male size diversity.

The brand makes 172 different fits and sizes for their clothes, proving that there’s no ‘right’ way to be a man and everyone is welcome. They also made a film which has a diverse range of actors showing off all the different styles and sizes.

Bonobos 172 diversity campaign                (Image: Trend Hunter)

We love this idea because it features their amazing offering in a great way. Men’s body issues are well represented and broken down, showing customers that there’s no ‘right’ way to dress.

Molton Brown launch

Now, this isn’t something we normally do, but we love this campaign, so we’re featuring one of our own!

We helped Molton Brown launch their new Vetiver and Grapefruit fragrance range in a way that stopped shoppers in their tracks. Literally.

Molton Brown campaign art

We placed optical illusions on the floor of  shopping centres across the Uk, along with a stand to let people interact with the new fragrance range and get free samples.

We love this idea because it was a simple but effective experiential. It allowed people the space to experience the idea and really drew them in with the art.

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