16 Nov 3 so-good-you’ll-wish-you’d-thought-of-them campaigns
Back in late September as summer was drawing to a close, more than just the season was changing in Saudi Arabia.
King Salman had just ordered a long-awaited reform, allowing women to acquire driving licenses. It meant that women could soon hit the road, free of their legal guardian and without his permission, for the first time in the ultra-conservative country’s recent history.
The news was quickly celebrated worldwide and unsurprisingly, it didn’t take long for car manufacturers to show their support.
There were a heap of ads we could have picked for a campaign callout, but this one from Ford really stood out mainly because of its stunning simplicity.
As you can see, the brand used a car’s dark interior and rear-view mirror to create the illusion of a niqab – a traditional garment worn by many Saudi women.
The striking visual was accompanied by a perfectly-suited empowering caption, which read “Welcome to the driver’s seat.”
The strength of this content can’t easily be credited to one element or another; the mix of clever design and copy, inspiring sentiment and impeccable timeliness all came together to make this one of our favourite ads of the year so far.
Ford made a brave move by referencing an item of religious significance, something that some might shy away from, but managed to do so in a respectful and culture-conscious way.
From politics to pettiness now, let’s talk about Burger King’s recent Halloween campaign, which used the horror genre to take a stab at the competitor it just loves to hate: McDonalds.
The two fast-food titans regularly engage in a public tussle, with Burger King more often than not the instigator and McDonalds usually the reluctant butt of the joke.
But whatever your stance on kid-style squabbles, it’s hard to deny that Burger King’s #ScaryClownNight Halloween campaign is just damn funny.
Playing on the country’s current clown obsession (sparked by the remake of Stephen King’s horror classic IT), Burger King ran a promotion at its flagship Leicester Square restaurant on 28th October, offering free Whoppers to the first 500 customers.
But there was a catch: to claim their prize, people had to channel their inner Ronald McDonald and dress as clowns.
We bet the tagline “This Halloween, come like a clown to eat like a King” rubbed even more salt in the wound.
Watch the #ScaryClownNight promo here:
While some may frown on Burger King from their moral high ground, many will instead appreciate this campaign’s bloody cheeky but undeniably playful vibe.
Kind of ironically, Burger King also launched an anti-bullying campaign in late October.
You can check that out here:
If I was to start talking about how entertaining beer can be, you might well assume I was referring to the effects of the beverage itself, not the actual bottle.
But augmented reality has opened up a whole world of opportunity for labelling, and a strong case for bringing beer bottles to life.
This could be especially important for smaller, craft beer brands – like Snoqualmie Brewery and Taproom – which, without global advertising campaigns behind them, need to get innovative to make their products stand out on crowded shelves.
To achieve this, Snoqualmie Brewery and Taproom created an appealing purple label featuring a waterfall. While it was nice enough to look at in an everyday kinda way, it’s what happened when it was viewed through free mobile app Layer that things got really interesting.
Take a look here:
Through augmented reality, the label transforms into a mini TV screen, showing the waterfall flowing, fish swimming and a flock of birds flying by. Eventually a beer barrel even makes it’s way downstream.
As virtual and augmented reality are evolving and become more and more integrated into everyday life, any opportunity to capitalise on the more immersive engagement it offers should be pounced on.
This is a great example of a brand getting creative with emerging tech to give itself a competitive edge.