Thomas Cook Airline has launched #CatsOnAPlane, a campaign featuring a team of furry testers trying out Thomas Cook Airline’s newly refurbished fleet. The animals were used to test the interiors of both Thomas Cook Airlines’ planes and those from sister airline, Condor, playing on the perception of them being creatures of comfort. The filming involved a 24-hour shoot with 10 cats – each with their own distinct personality – on an Airbus A330 and Boeing 767 at Manchester airport. Each short video features the cats exploring different areas of the planes, including Premium Economy for Thomas Cook Airlines UK and Business Class for Condor. The Thomas Cook Cats on a Plane campaign is designed to highlight the airline’s belief that customers “deserve better” when flying on their hard-earned holidays.
Star Trek: The Starfleet Academy Experience is an immersive exhibit by EMS Entertainment that will teach participants about the real and speculative science behind Star Trek’s fictional technology as they are “recruited” and “trained” to become members of Starlet. To launch the world premiere of the Experience at Canada Aviation and Space Museum, Acart Communications was selected to develop an immersive campaign using multiple tactics. It began with a mysterious, unbranded, “UFO” video that was featured on local TV news, and argued over on Reddit and social media. Next, the museum released an “intercepted transmission” of a Starfleet Shuttle in trouble. At the same time, an experiential installation of a crashed shuttle nacelle appeared in various locations, with two Starfleet science officers examining it with tricorders and two security officers guarding it. (Those curious enough to ask about it were handed metal cards with the campaign URL, joinstarfleetacademy.ca.) This scene was the subject of a front-page takeover on Metro Ottawa, with a news story entirely in Klingon (which one Redditor successfully translated). Next, a replica of Kirk’s Captain’s Chair toured malls and events, allowing the public to don a captain’s uniform and read authentic Kirk lines into a moderated Twitter feed, @jimmykirk2370. Finally, the main campaign creative was released on street-level posters and bus wraps. All creative was approved by the Star Trek intellectual property owner, CBS.
Rekorderlig’s Silver Skaters advertising campaign has won a Yellow Pencil at the D&AD Awards for Film Advertising Crafts / Use of Music for Film Advertising. Set on the frozen Torneträsk, a lake in Lapland, Sweden, the Rekorderlig Silver Skaters commercials centre on two skating brothers Henrik and Anders (named after Rekorderlig founders Anders Nanne and Henrik Dung), and their coach/singer Jarmo. The films depict a very pure moment in time, based in an unspoilt world which is stripped of technology with not a high rise office block in sight. The routine is complex, yet effortless, with all three men working together in synch to create a sequence which in its heart is intended to be quirky, yet Beautifully Swedish just like Rekorderlig. First launched in July 2015, the campaign was continued in 2016 with a shorter version, this time including a crowd of cider-drinking spectators.
Under Armour‘s tribute to Michael Phelps has won a Yellow Pencil at the D&AD Awards, for Film Advertising Crafts / Direction for Film Advertising and Use of Music. The Under Armour Phelps film is a last goodbye for an Olympic great — a personal story used to tell a bigger brand message. The film lets us see exactly what Michael Phelps has built his legacy on: a lifetime of going dark and becoming invisible, both literally and metaphorically — a lifetime of training in the relentless pursuit of sporting greatness. The film works towards the brand message “It’s what you do in the dark that puts you in the light.”
Burger King’s McWhopper campaign, an experiment in peace making, has been awarded the Grand Prize for Avant Garde at the New York Festivals International Advertising Awards, and Yellow Pencils at the D&AD Awards. Burger King called for a ‘burger wars ceasefire’ with their longstanding rival McDonald’s, proposing that on Peace Day, 21st September, 2015, the two restaurants set aside their differences and join forces to cook and serve the ‘McWhopper’ – a peace-loving burger that combines all the tastiest ingredients from the McDonald’s Big Mac and the Burger King Whopper. The campaign was launched with a full-page open letter from Burger King to McDonald’s appearing in the New York Times and the Chicago Tribune. The letter extends a friendly, no-strings invitation to McDonald’s to participate in the project, and invites them to visit mcwhopper.com to view the full Burger King peace proposal and everything from packaging suggestions to recipe ideas. The project included a pop-up McWhopper restaurant in Atlanta, the halfway point between Burger King’s Miami HQ and McDonald’s HQ in Chicago. Burger King’s ‘McWhopper’ peace proposal campaign was rolled out in the US, the UK, Canada, Germany, Spain, Brazil, Mexico and New Zealand. The Facebook response from McDonalds CEO Steve Easterbrook, however, was disappointing. Instead, Burger King ended up launching the Peace Day Burger for one day in collaboration with Denny’s, Wayback Burgers, Krystal, and Giraffes USA.