Notable Campaigns Recap: Best of 2021 Thus Far
A lot has been going on in 2021 thus far, and with the world seemingly becoming “normal” again, brands are more active than ever. Here is a roundup of some of the most notable, most-watched campaigns of 2021 thus far.
Nike’s newest campaign features pregnant and breastfeeding women in Nike apparel. Created by Wieden & Kennedy, “The toughest athletes” features more than 20 women across various stages of pregnancy and the postpartum period. Famous sports stars including Serena Williams, Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce, and Nia Ali appear alongside everyday female athletes.
Nike is just one of many brands that are depicting early motherhood more authentically. Campaigns from Tommee Tippee, Frida Mom, and Maltesers all work to portray a more honest conversation surrounding pregnancy and postpartum life.
Postmates has just released their very own cookbook, but instead of recipes, it lists ways to get food to your table faster. Think of it as more of inspiration on what to order rather than what to cook. The book “celebrates not cooking and being ok with it,” says Joe Staples, ECD and partner at Mother L.A., the agency behind the campaign. “When the pandemic hit and we all put sweatpants on, lots of us decided to learn to cook. This was closely followed by the realization that there was a reason we didn’t do this earlier: it’s hard. And when everything else had become exponentially more stressful maybe it was ok to not add more stress to the situation. If this sounds anything like what you experienced, we made a book for you.”
Postmates is selling the limited-edition hardcover “Don’t Cookbook” online. Along with the recipes, it also features playful artwork from Nicholas Scarpinato, JonPaul Douglass, and Jason Travis as well as “activity pages” to keep customers busy while they wait for their Postmate orders to arrive.
Ikea is addressing a rising concern many people have on the sustainability of purchasing Ikea products through their newest campaign, “‘Fortune Favours the Frugal”. The campaign focuses on two core aspects – reducing environmental impact while maintaining a low price point.
The ad, featured across TV, social and digital, depicts a giant ball of litter hurtling towards Earth in between shots of various environmentally friendly products Ikea has to offer, all contributing to making the ball of litter smaller. The idea is to highlight how little changes can have a huge impact on the environment. The agency behind the campaign is Mother and the director is Tom Kuntz.
UK Department of Health
The UK Department of Health released its latest Covid-19 campaign, ‘Stay at home, save lives’, on January 8. Ads were distributed across social, digital, TV, and OOH. The series of ads, described as ‘emotive’ and ‘hard-hitting’, looked to impress upon the UK population how serious the second wave of the virus was and urged them to stay at home.
On social, the ads showed high-res, graphic imagery and video of Covid-19 patients with oxygen masks and key workers wearing PPE, with direct rhetoric questions about the compliance of the person viewing it.
Mtn Dew brought back iconic tv painter Bob Ross for their latest campaign. Mtn Dew and agency TBWA/Chiat/Day New York worked with the Bob Ross Foundation on a 15-second spot, which shows Ross adding some “happy little droplets” to a landscape painting that includes a bottle of Mtn Dew. The spot teased a “full episode” of “Paint With Bob” that aired on YouTube on March 6. The wider campaign, just now starting, includes a paint giveaway and a charity auction.
According to a Mtn Dew spokesman, Ross was recreated via CGI with an actor whose body structure and demeanor resembled his, and used prosthetics and a wig. Then, CGI and face-mapping were then used for mouth replacement and augmentation of the face of the body double to match that of Ross. And a real painter, certified by the Bob Ross Foundation, did all the painting. The Mill worked on VFX.
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