THE BREAKTHROUGH BRIEFING: APR 23

Welcome to this weeks Breakthrough Briefing!

Once again, we’ve collected all our favourite unique and creative campaigns that broke through the noise. This week we’ve got everything from a historic influencer to a plastic aquarium!

Samsung PizzAut

PizzAut is an organisation that helps people with autism learn relevant skills for work.

Based in Italy, it’s also the first pizzeria that has an enjoyable and accessible working environment for those with autism. Their training helps people become qualified pizza chefs and waiters.

However, the work environment can still be a difficult thing to maneuverer, that’s why Samsung have created an app that makes the whole process a lot easier.

Created with autistic people in mind, it makes collecting orders simple from decisions to final payment. It also sends messages to the kitchen automatically, making it streamlined.

We love this idea because Samsung have used their technology to create something incredibly useful. And anything to do with pizza is a plus!

Greenpeace plastic museum

Greenpeace organised a school trip to an aquarium that ended in a shocking surprise.

As the kids got ready to spot sharks, otters, jellyfish and penguins they were unsettled to find nothing but floating plastic.

Greenpeace, along with the Dingle Oceanworld Aquarium, created an exhibition that featured plastic bottles and bags floating in the once populated tanks.

This is a stark message but a relevant one. Aquariums can hide the issues facing the ocean with their perfectly curated exhibits, but this one shows the truth. We think Greenpeace did amazingly well with this and will hopefully inspire less single-use plastic and rubbish dumping.

Gamification for good

Ant Forest is an app that rewards people for doing good.

Users can make positive choices to reduce their carbon footprint and earn ‘energy points’ to grow a virtual tree. They can also compete with friends to reach a fully grown tree. Once the tree is in full bloom, the parent company Alipay plants an actual tree in either Inner Mongolia or Gansu province.

Aliplay Gamification App             (Image: JWT Intelligence)

As well as this they’ve created a Farmville-style game where users raise a virtual chicken. They gain feed by making online payments and eventually when the chicken lays eggs they can use them to donate to a charity supporting children with congenital heart disease.

We think both of these are fantastic ideas and let people have fun whilst doing good.

Greenlight texting alert

Isn’t it annoying when you’re texting in traffic and then the light turns green, but you obviously didn’t notice because you were distracted and then everyone honks at you?

For people that have little safety or sense, this is the thought going through their minds when they signed up to support Redlight Greenlight.

It’s a camera that attaches to the windscreen to alert drivers when the traffic lights turn green whilst they’re texting or checking social media. And, of course, it’s fake.

Distracted Driving Awareness Month                (Image: Adweek)

The whole product ad, including it’s million-dollar crowdfunding campaign are all part of a hoax for Distracted Driving Awareness month.

We love a good hoax and this one is a great example. It highlights a dangerous issue but keeps it light-hearted. It’s also so convincing that people have donated to the crowd funding page!

Evertet_45

In remembrance of Dutch history and World War II, a social media sensation is uploading in the form of everet_45.

Everet, a young Dutch solider, showcases his life in real time as if it was 1945 through vlogs and Instagram.

All of his posts are also collated onto a website in handy timeline format. It includes music, snippets of dialogue from his vlogs and the voices of war veterans.

everet_45 KPN campaign              (Image: The Drum)

The stories and information shared by everet_45 were all based on real life events that occurred during the war to soldiers and their families.

We love this idea because it brings history to life in such a rich and accessible way. We think more of these should be used for other eras, but it’s especially powerful to represent how young a lot of the men who fought in the wars were.

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