Campaign Trail: Page 3
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
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Courtesy of Diageo
Campaign Trail: How Johnnie Walker centers women’s empowerment in brand creative
As whiskey’s consumer base widens, the brand partnered with comedian Lilly Singh to write and produce a series of videos around women’s rights.
By Sara Karlovitch • Dec. 22, 2022 -
Permission granted by Duracell
ColumnCampaign Trail: Duracell swaps product focus for emotionally led holiday ads
Along with changing up its messaging strategy, the battery marketer is taking a different approach to social with a spotlight on its new TikTok creator program.
By Peter Adams • Dec. 9, 2022 -
Courtesy of Lexus
ColumnCampaign Trail: Why Lexus said no to the yellow brick road
The luxury carmaker’s “Never Lose Your Edge” campaign pulls inspiration from “The Wizard of Oz” while urging consumers to challenge the status quo.
By Jessica Deyo • Nov. 18, 2022 -
Courtesy of TCO London
ColumnCampaign Trail: Why Ardbeg released a comic anthology
The scotch whisky distiller teamed up with TCO London to create a 40-page graphic novel titled “Planet Ardbeg.”
By Sara Karlovitch • Nov. 4, 2022 -
Permission granted by Dietz & Watson
ColumnCampaign Trail: Dietz & Watson summons ‘SandWitch Sisters’ in riff on Halloween classic
Drag queens bring a trio referencing “Hocus Pocus” to life for the brand’s largest paid TikTok effort to date and latest collaboration with agency RTO+P.
By Peter Adams • Oct. 21, 2022 -
Courtesy of Jersey Mike's Subs
ColumnCampaign Trail: Jersey Mike’s Subs serves up authenticity with Danny DeVito
In its first work as creative AOR, Highdive keyed in on insights about what sets the QSR chain apart from competitors.
By Chris Kelly • Oct. 7, 2022 -
Courtesy of Kraft Heinz
ColumnCampaign Trail: Kraft wants mayo lovers to let their freak flags fly
Kraft Heinz partnered with Wieden+Kennedy in its latest bid to be the "Mayo of Mayonnaise," celebrating the rituals some have with the divisive condiment.
By Chris Kelly • Sept. 23, 2022 -
Courtesy of DirecTV
ColumnCampaign Trail: DirecTV tackles football, ‘Real Housewives’ fandoms
Created with TBWA\Chiat\Day LA, the latest iteration of the brand’s "Get Your TV Together" campaign unites live sports and reality TV.
By Chris Kelly • Sept. 9, 2022 -
Courtesy of NerdWallet
ColumnCampaign Trail: NerdWallet solves financial problems for feet draggers and fence sitters
In collaboration with Deutsch LA, the personal finance company’s "Smartest Decision" push brings idioms — and its editorial team "nerds" — to life.
By Chris Kelly • Aug. 26, 2022 -
Courtesy of Liquid I.V.
ColumnCampaign Trail: Liquid I.V. fuels play to prove hydration isn’t just for athletes
The Unilever-owned wellness company keyed into everyday hobbies and West Coast vibes as part of its first national campaign.
By Chris Kelly • Aug. 12, 2022 -
Retrieved from Frida Baby on July 28, 2022
ColumnCampaign Trail: Frida Baby animates user reviews of messy parenthood realities
For its first TV spots, the baby brand partnered with World Famous to create a campaign reflective of the same colorful, no-nonsense approach of its products.
By Chris Kelly • July 29, 2022 -
Courtesy of Eos
ColumnCampaign Trail: Eos normalizes all types of shaving from 'treasure trails' to 'toe toupées'
Videos juxtapose soft-focus fantasies with authentic shaving experiences, while attention-grabbing OOH ads carry messages like "Your mom has a mustache."
By Chris Kelly • July 15, 2022 -
Courtesy of The Body Shop
ColumnCampaign Trail: The Body Shop weaponizes graphics to take on anti-LGBTQ bills
Agency Odysseus Arms used a creative and strategic method called Third3ye to better integrate consumer insights into the campaign to ensure authenticity.
By Chris Kelly • July 1, 2022 -
Courtesy of Liquid Death
ColumnCampaign Trail: Liquid Death pranks taste testers with pricey — but disgusting — beverages
The edgy brand blindfolded real people and had them compare flavored water to high-priced liquids like squid ink and lobster Béarnaise sauce.
By Chris Kelly • June 17, 2022 -
Courtesy of Beats by Dre
ColumnCampaign Trail: Beats by Dre showcases crossover between basketball, hip-hop and ads
Translation tapped NBA All Star Ja Morant and rapper Lil Baby to reimagine 20-year-old Reebok spots masterminded by agency founder Steve Stoute.
By Chris Kelly • June 3, 2022 -
Courtesy of Nutrabolt
ColumnCampaign Trail: C4 Energy taps into Kevin Hart's versatility
The multihyphenate star's ability to multitask is central to a campaign that fully aligns a celebrity ambassador, brand proposition and creative approach.
By Chris Kelly • May 20, 2022 -
Courtesy of The Absolut Company
ColumnCampaign Trail: Malibu drinkers can 'do whatever tastes good' in a hyperreal world
The Pernod Ricard brand teamed with Wieden+Kennedy for a neon-drenched spot that looks to make the summer mindset permanent.
By Chris Kelly • May 6, 2022 -
Courtesy of Veuve Clicquot
ColumnCampaign Trail: Veuve Clicquot savors small moments and 250 years
"Good Day Sunshine" builds on the high-end brand's legacy while marking an attempt to bring its lux image somewhat down to earth.
By Natalie Black (Koltun) • April 22, 2022 -
Courtesy of Logitech for Creators
ColumnCampaign Trail: Logitech for Creators fosters community in debut brand platform
"Together We Create" conveys how the brand envisions the future of online content creation and how it's attempting to nurture a niche community.
By Natalie Black (Koltun) • April 8, 2022 -
Lululemon released a video as part of its campaign that features women running. The image was retrieved from the video on March 23, 2022.
ColumnCampaign Trail: Lululemon's poetic ode to women's feet
A new ad celebrates the nuances of designing a shoe specifically for female runners, depicting the imperfect and "messy" experience of running.
By Natalie Black (Koltun) • March 25, 2022 -
Courtesy of Ruggable
ColumnCampaign Trail: Ruggable rejects restrictions in debut brand effort
"Take the Floor" marks the DTC brand's first national campaign and emphasizes the freedom of being at home.
By Natalie Black (Koltun) • March 11, 2022 -
Retrieved from Old Spice on February 24, 2022
ColumnCampaign Trail: Old Spice spoofs '80s action movies with deepfake ad
Dolph Lundgren races around in sweat-inducing scenarios in several spots showcasing the Procter & Gamble brand's new antiperspirant.
By Natalie Black (Koltun) • Feb. 25, 2022 -
Courtesy of Frito-Lay
ColumnCampaign Trail: Lay's Super Bowl return kicks off years-long creative roadmap
Nodding to its 90-year history, the chip brand attempts to bring its purpose of delivering joy closer to the center of its marketing.
By Natalie Black (Koltun) • Feb. 11, 2022 -
Courtesy of The Coca-Cola Company
ColumnCampaign Trail: How Coke gives its 130-year-old logo contemporary flair
Overlaying the 19th century script on richly hued cans balances nostalgia and modernity, a comforting reminder of Coca-Cola's iconic status.
By Natalie Black (Koltun) • Jan. 28, 2022 -
Courtesy of Dole Packaged Foods
ColumnCampaign Trail: Dole fuels nutrition mission with meme-inspired 'Hold My Fruit Bowl'
With a kid-friendly spin on the "Hold My Beer" meme, the new ads lean into lighthearted humor and liken the benefits of fruit to gaining superpowers.
By Natalie Black (Koltun) • Jan. 14, 2022
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