THE BREAKTHROUGH BRIEFING: OCTOBER 15

Welcome back to another Breakthrough Briefing! We’ve got a whole host of great campaigns to feast your eyes on this week.

A visit from Canada

To showcase all the exciting destinations available through Air Canada, the airline has hosted a pop-up.

In London’s Old Spitalfields Market visitors could enjoy classic Canadian poutine with a twist inspired by different destinations. From Hawaiian Loco Moco to Melbourne Prawn Star Chips, each place is a country or city consumers can visit through the airline.

Air Canada experiential campaign                 (Image: Promo Marketing)

As well as this they also had a VR installation which let people see inside an Air Canada plane.

We love this idea. It’s a perfect example of VR used well and the whole experiential is a fun play on the airline’s home.

Musical competitions

AXE and Soundcloud have teamed up to help aspiring musicians get their first big break.

They’ve launched AXE the Label which gives opportunities for up and coming rappers to work with Lil Yachty and Zaytoven.

AXE and Souncloud partnership               (Image: Cosmetics Business)

It starts with a competition that lets people submit lyrics for the opening of Lil Yachty’s new song. As well as having their lyrics featured they’ll also get co-writing credit.

We love this campaign. Both brands are giving something truly inspirational and useful for consumers beyond just the products sold.

‘The Score’

Most brands showcase how well a car performs by stating it’s speed, but Peugeot decided to represent this a little differently.

They teamed up with classical composer Riopy to play a new ‘precision instrument’: the car.

Riopy composed a piece of music for Peugeot and they recreated the sheet music on a racetrack. Two new Peugeot 508’s drive along, hitting sensors on the floor to create the music note by note, in similar style to Guitar Hero.

We love this idea. It’s such a creative way of marketing a car and plays on the pleasure of driving it rather than just how fast it goes.

Flights at your feet

EasyJet have placed an outdoor ad that only makes sense form one very specific angle.

In Bordeaux EasyJet have placed an ad on a building that can only be read when you look at the reflection in the water.

EasyJet Bordeaux OOH campaign               (Image: Adweek)

The ad reads ‘People of Bordeaux, the sky is at your feet’. It’s to highlight the over 60 destinations available to fly to from the city.

We love this ad. Although outdoor ads are classed as more traditional, this one has done something unique by playing with the space it occupies.

Special stickers

Chipolte have a collection of Giphy stickers available to use on social media but sometimes that isn’t enough. For the fans who want more, they can now get these stickers IRL!

They’ve printed all their favourite Giphy stickers and they’re available to purchase at Chipolte.com.

Chipotle scented Giphy stickers             (Image: Marketing Dive)

But the fun doesn’t stop there, they’re also scratch n sniff stickers, featuring classic Chipotle scents such as roasted cumin and flaming chili.

We love this idea. They’ve taken something that’s incredibly popular on their social media and brought it to something physical. It’s a perfect way of marrying the two concepts together!

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