Mindshare Denmark and Dove have created “Image Hack” a interactive campaign aimed at the advertising industry, challenging the stereotypical imagery associated with “beautiful women”. Mindshare collaborated with advertising photographers to take photographs of strong, independent and original women in non-stereotypical situations. The images were uploaded to Shutterstock and tagged to change the page algorithm, so searches on the site provide a realistic picture of women in today’s society. Advertising agencies and advertisers were then invited to use these images to produce women in a non-stereotypical way. The images were uploaded onto Shutterstock around Jan. 18. The site, ImageHack.org, went live in February. And on March 8, International Women’s Day, a series of outdoor ads appeared outside major agencies in Denmark, encouraging them to use these new images with the hashtag #EqualWomen. Advertisers and agencies from all over Denmark scooped the photos up and used them in their own advertising — 42 brands in all, including Ford, Frisko, GFB Pension, Panorm and Any Mac.
Nescafé Italia is promoting the role of coffee in building relationships, with the “Nescafé Hello Bench, a specially designed red bench. Creating new relationships it’s harder than we think, even when we are in the midst of hundreds of thousands of people. To do so, we need a spark, a new opportunity and, of course, a red mug. During the Salone del Mobile in Milan pedestrians were offered a cup of coffee and a chant to sit on the Nescafé Hello Bench, a bench that gets shorter when two people sit on it. Two sensors activate the bench and let two strangers get closer: an unexpected way to break the ice and start a conversation and a connection.
UK mobile phone company Giffgaff is running “The Big Swim”, an integrated advertising campaign celebrating the concept of freedom for mobile phone customers. A woman in a canary yellow swimsuit readies herself atop a diving board, surveys the sunny lido below and then launches herself into space, gliding through the stars, leaving a trail of magical star dust behind her. On her way she passes space satellites and even interacts with an astronaut, all still whilst wearing her swimming cap and costume, before landing back in the pool with a big splash.
German food retailer Netto Marken-Discount has launched “Die Oster Überraschung — Der Wahre Osterhase,” (The Easter Surprise — The True Easter Bunny). The Easter Surprise commercial explores the question, “Where did the Easter Bunny come from?” The concept of a hare or rabbit distributing decorated eggs on Easter Sunday can be traced back to customs found in Lutheran Germany. This animated film provides a fantasy take on the custom. The Easter Bunny’s origins are explained in a marital union between a hen and rabbit who give life to a bunny that can lay coloured eggs. After his egg-laying skills are ridiculed by other forest creatures, the bunny runs away to the human city in the distance, leaving his worried parents behind with nothing more than a newly laid easter egg on his bed. He is soon picked up by a young girl and made famous in the human world, making headlines with the uniqueness that had previously left him feeling isolated. However, before long, he begins to miss his parents and his old world, leading him back to his family and providing the viewer with a fairytale, perfect ending. The Easter Surprise campaign is online at www.netto-online.de/ostern.
Havaianas, the footwear brand, has launched “Made of Brazilian Summer”, a global campaign designed to bring a little of Brazil to the rest of the world. When you think of Havaianas, you think of everything that best represents the Brazilian summer, such as happiness, rhythm, energy, friendship, spontaneity, good vibes and free spirit. That is why AlmapBBDO decided to turn the packaging for Havaianas into packaging for all that. The packages — designed in the shape of various products — will both contain the products at stores around the world and promote the campaign’s message, “Made of Brazilian Summer.” The Havaianas Made of Brazilian Summer message is creatively presented on posters, print ads, vignettes, gifs, shop windows and decorations. The packages will also be used throughout the year in activations, press kits for influencers and direct marketing actions. The brand’s social network channels will bring foreigners to Brazil to experience the things that make the Brazilian summer, like Havaianas.