The British Heart Foundation (BHF) is running “When You Least Expect It”, a controversial integrated brand campaign that continues to reinforce the message of the sudden and unexpected devastation of heart disease: ‘Heart disease can kill when you least expect it”. The provocative element of the campaign is a commercial set in a wedding, in which the maid of honour collapses and dies. The BHF Unexpected campaign brings together a broad spectrum of media to deliver the unexpected. Real time native content was provided for a takeover of The Sun’s key editorial locations including the sports page and TV listings. Unexpected ‘lifestyle’ media including coffee cups, taxis, cinema tickets and mirror clings. The BHF Unexpected campaign seeks to act the same way that heart disease behaves in real life, with content that disrupts routines, draws the viewer in with its unexpected nature. Tailored, custom long form copy is designed to draw attention with a relevant and irreverent message, bespoke to the media. In doing so the campaign also tackles the indiscriminate nature of heart disease by delivering what feels like a direct, one to one conversation with whoever is interacting with it, but at a national audience level.
German supermarket brand Edeka is running “Eatkarus”, the story of a boy (Joseph Harmon) who dreams of flying and discovers the significance of food choices. The Edeka Eatkarus commercial was inspired by the Greek myth of Icarus and Daedalus, whose escape from the labyrinth of Crete was made possible with wings of feathers and wax. The story of Eatkarus shows the boy raised in an environment of obesity fuelled by gray splodge. His discovery of a bird through the window sparks a dream of flying. In the mountains he discovers the bird’s secret. “Iss wie der, der du sein willst”, is translated in English as “Eat like the one you want to be”. Edeka’s action site, edeka.de/issso, provides daily tips for diet, a body mass index calculator, and the Eatkarus film.
AirBnB’s 2017 Super Bowl commercial, “We Accept”, is a continuation of a larger advertising campaign promoting the accommodation brand’s commitment to non-discrimination. The campaign, launched in November 2016, began with a commercial featuring the faces (and eyes) of AirBnB employees. The footage was recut for a 30 second Super Bowl commercial in the week leading up to the big game, coinciding with President Trump’s executive order restricting immigration to the USA. Viewers are invited to explore the significance of opening their heart and home to a stranger who looks different than you, thinks differently, has a completely foreign lifestyle, or a birthplace from another part of the globe. Airbnb is asking everyone on their platform to accept a community commitment to inclusivity. Each host and guest is asked to agree to the Airbnb Community Commitment, which says, “I agree to treat everyone in the Airbnb community — regardless of their race, religion, national origin, ethnicity, disability, sex, gender identity, sexual orientation, or age — with respect, and without judgment or bias.”
ANZ is expressing support for the LGBTIQ community with “Hold Tight”, a campaign celebrating the power of holding hands. As the LGBTIQ community on both sides of the Tasman get ready to celebrate love at Sydney Gay and Lesbian Mardi Gras (SGLMG) and the Auckland Pride Festival, the majority still struggle with the smallest acts of public affection. The disconnect between perception and reality is saddening. Holding hands is the simplest expression of affection, whether it be a family member, friend, first date or lifelong partner. It’s hard to fathom, in 2017, that not everyone is comfortable with this small but significant gesture. This insight is the inspiration behind ANZ’s latest campaign in support of the LGBTIQ community. #HoldTight aims to highlight this disparity and encourages all people across Australia and New Zealand and beyond to show their support. The ANZ Hold Tight campaign opened in time for Valentine’s Day with a hero piece of film which features couples in everyday situations holding hands in public, accompanied by heartfelt stories told by ANZ staff, and a microsite anz.com/holdtight.
Galaxy Chocolate Valentine’s Day commercial, “Galaxy Chase”, follows Cupid in pursuit of a young woman rushing through life. Through the busy streets of London, our female protagonist hurriedly cycles through traffic, narrowly missing cupid’s arrow. The breath-taking chase continues to build suspense through London’s landmarks, as she continues to move too fast for the arrows to reach her; but striking others in her path. The film concludes when our heroine finally pauses in the moment and we see loves first strike. The film ends with a relevant message for today’s generation: “Rush Less. Feel More”. The Galaxy Chase commercial is designed to provide a soulful and modern take on the classic love stories we’ve come to expect at Valentine’s. It reflects the simple reality of our increasingly busy lives and the importance for us all to make time to find pleasure in the world around us.