THE BREAKTHROUGH BRIEFING: AUGUST 13

Welcome back to our Breakthrough Briefing! Each week we highlight all our favourite campaigns that did something a little different.

Ivory Lane

Through a loophole in the law, people in Singapore can still buy and sell ivory. The law allows people to sell ivory as long as it arrived in the country before 1990. But unsurprisingly people have been using this to also sell modern ivory.

To highlight this and get people campaigning against the law, WWF have created a modern jewellery brand selling ivory to show the general public the loophole. Obviously, you can’t actually buy from there, but it’s created the desired uproar online.

WWF Ivory Lane campaign                 (Image: The Drum)

This campaign worked really well and did more than a post online would have. Actually showing that people have the opportunity to buy it has made people more aware. We think this could be the start to end the law.

No more milk cartons

The classic technique for finding missing people is a picture on the side of milk cartons, but that’s about to change. The Missing Persons Advocacy Network (MPAN) has decided to use something more people see and that’s coffee cups.

The people of Melbourne (where the campaign is based) are known to love their coffee, so this idea is a perfect match to get people talking. And the pictures on the side of cups are sure to get noticed.

It runs over Missing Person’s Week as a limited run.

MPAN coffee cups campaign                  (Image: MPAN)

We love this campaign because it takes a classic technique and repurposes it for a modern audience. Takeaway cups are often wasted space so the MPAN could have started a trend for other charities to get noticed too.

Feel the love

Rice Krispies have partnered with the National Federation for the Blind to make their packaging a bit more exciting.

Their Rice Krispies Treats packets feature ‘Love notes’ which are large heart shaped stickers with brail messages. Customers can order stickers online with eight different messages such as ‘You’ve got this’ and ‘Love you lots’. This is a great way for parents to add a lunchtime message for kids who are blind or low vision.

As well as this they’ve released boxes for the Krispies Treats with re-recordable messages. Every time they’re opened, the boxes play the 10-second clip.

We love this campaign. Beyond the obvious benefits for parents and kids to enjoy, this kind of work builds much wider loyalty. We hope they add more brail to packaging, maybe for all Krispies Treats!

Savour Stella

Stella Artois wants you to savour their beer. To showcase this they’ve released a 20-minute recording of actor Luke Evans narrating a beer sipping.

The online StellaSpace recording is to encourage people to enjoy the little things in life – like enjoying a nice cold Stella.

Stella Artois Luke Evans                (Image: The Drum)

Evans guides people of what to focus on whilst enjoying their Stella over the 20 minutes. Stella Artois’ Master Cicerone Max Bakker who believes it’s the optimal period to appreciate the larger.

We love this campaign because it definitely encourages people to appreciate the product their using. It almost forces people to enjoy it. And the use of audio is timely. With podcasts a favourite way to pass the time, Stella have created their own version based around their beer.

Candy harvest

New Yorkers recently had the opportunity to take part in a gummy harvest for Ferrara Candy’s Black Forest brand.

The organic sweet company wanted to showcase the natural fruit juices in their sweets by taking people right back to the source. Kind of.

Featuring a giant tree and baskets, the popup let people harvest their own gummies.

We love this idea because it shows off the natural ingredients in such a fun way. They’ve definitely used creative sampling here, something we fully support!

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