Campaign Trail: Page 4
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 Tinder
ColumnCampaign Trail: Tinder embraces users' quirks in first work from new AOR
Avoiding the typical lovey-dovey predictability of online dating ads, "You're Not for Everyone" wraps up a year of change for Tinder.
By Natalie Black (Koltun) • Dec. 17, 2021 -
Courtesy of Laura Geller Beauty
ColumnCampaign Trail: Laura Geller turns tables on classic holiday ads to address ageism
Former supermodel Paulina Porizkova — known for her candid talks online about age discrimination — appears in scenes crafted by the cosmetics brand to debunk the notion that beauty is tied to youth.
By Natalie Black (Koltun) • Dec. 3, 2021 -
Courtesy of Expedia Group
ColumnCampaign Trail: Expedia Group advocates for getaways over gadgets this Black Friday
In the first effort uniting Expedia, Vrbo and Hotels.com, contextual ads "hijack" searches online as holiday shoppers browse big ticket toys.
By Natalie Black (Koltun) • Nov. 19, 2021 -
Permission granted by Ikea
ColumnCampaign Trail: Ikea's buff teddy bears safeguard holiday celebrations
Extending the retailer's message around home as a sanctuary, a new ad shows a set of colorful bears helping a family bond without outside stressors.
By Natalie Black (Koltun) • Nov. 5, 2021 -
Courtesy of Shutterfly
ColumnCampaign Trail: Shutterfly preserves life's chaotic moments in biggest effort to date
Teeing up near the holidays, "Make it a Thing" aims to amplify the personalization website's shifting focus from what people create to why.
By Natalie Black (Koltun) • Oct. 8, 2021 -
Courtesy of American Express
ColumnCampaign Trail: AmEx eyes small-business owners in whimsical new push
Pop-up workstations — billboards that flip into desks with charging ports — are designed for people on the go and manifest how the brand's cards are "built for business."
By Natalie Black (Koltun) • Sept. 24, 2021 -
Courtesy of Samsung
ColumnCampaign Trail: Samsung virtually embeds Charli XCX in fantastical worlds
An earbuds ad from R/GA links colorful scenes with dedicated soundscapes using an augmented reality-like technique called volumetric capture.
By Natalie Black (Koltun) • Sept. 10, 2021 -
Courtesy of Sonos
ColumnCampaign Trail: Sonos explores sonic ties to nature in smart speaker ad
Outdoor influencers created a soundtrack inspired by national parks after Sonos found most people opt for music over friends as their preferred adventure buddy.
By Natalie Black (Koltun) • Aug. 27, 2021 -
Courtesy of Dropbox
ColumnCampaign Trail: Dropbox injects humanity into file storage with revamped brand platform
Along with a simplified visual identity, "For All Things Worth Saving" zeroes in on how Dropbox powers people's passion projects, creative ventures, work tasks and personal archives.
By Natalie Black (Koltun) • Aug. 13, 2021 -
Courtesy of I Can't Believe It's Not Butter!
ColumnCampaign Trail: I Can't Believe It's Not Butter slathers on the satire in 'perfume' ad
A spot parodies luxury fragrance ads in a social-first effort that plays up the brand's unique spritz packaging and marks a return to its comedic roots.
By Natalie Black (Koltun) • July 16, 2021 -
Courtesy of Estée Lauder
ColumnCampaign Trail: Estée Lauder reimagines love with audio-first stories
"Dare to Love" is powered by creative storytelling through the voices of artists and influencers, touching on self-love, family love and love of purpose.
By Natalie Black (Koltun) • June 18, 2021 -
Courtesy of Oscar Mayer
ColumnCampaign Trail: Oscar Mayer's off-kilter ads accentuate unusual uses for meat
Bite-sized spots from the Kraft Heinz brand and Johannes Leonardo depict quirky scenarios with almost no context or narrative, breaking from traditional storytelling.
By Natalie Black (Koltun) • June 4, 2021 -
Courtesy of Merrell
ColumnCampaign Trail: Merrell expands definition of hiking in spots for new crossover shoe
A tie-up with Dick's Sporting Goods aims to bring a sense of outdoor adventure to everyday places like city blocks and parks to appeal to younger consumers.
By Natalie Black (Koltun) • May 21, 2021 -
Permission granted by SoulCycle
ColumnCampaign Trail: SoulCycle ads spotlight mind-body wellness as studios start to reopen
New messaging designed to underpin the brand's marketing over the next year honors riders and how movement can connect them to the world outside.
By Natalie Black (Koltun) • May 7, 2021 -
Excedrin released a video as part of the campaign. The image was retrieved from its video on April 22, 2021.
ColumnCampaign Trail: Excedrin brings mindfulness to Twitch in gamer-tailored push
An animated video series and six-step routine were designed to help combat screen-related headache triggers.
By Natalie Black (Koltun) • April 23, 2021 -
Lacoste and Polaroid released a video as part of the campaign that features dancers. The image was retrieved from this video on April 8, 2021.
ColumnCampaign Trail: Lacoste calls on Polaroid's rainbow aesthetic in spring collab
A stop-motion video elicits the feel of instant film and aims to stir energy and optimism in viewers through rekindling the spirit of the '60s and '70s.
By Natalie Black (Koltun) • April 9, 2021 -
Mint released a video as part of its campaign. The image was retrieved from its video on March 25, 2020.
ColumnCampaign Trail: Intuit's Mint defies money taboos to celebrate small wins
Espousing a positive, playful tone that's uncommon in financial advertising, the six-week effort grew Mint's TikTok following from 0 to 11,300 and snagged nearly 33 million impressions.
By Natalie Black (Koltun) • March 26, 2021 -
Courtesy of Billie
ColumnCampaign Trail: Billie extends its disruptive ethos to challenge tired ideas of womanhood
A product-free film debuted for International Women's Day, along with an exercise for people to discover and reshape their own unconscious biases.
By Natalie Black (Koltun) • March 12, 2021 -
Courtesy of RXBAR
ColumnCampaign Trail: RXBAR embodies 'no BS' philosophy in return to fitness roots
Embracing a broader definition of fitness to include nutrition and mindfulness gives legs to its "Put It All Out There" campaign, especially as some consumers feel the slog of pandemic fatigue.
By Natalie Black (Koltun) • Feb. 26, 2021 -
Courtesy of Jimmy John's
ColumnCampaign Trail: Jimmy John's bets on 'strong DNA' in rebrand designed for digital
To keep up with its "freaky fast" positioning, the sandwich chain needed to grow up without feeling old compared to its competitors.
By Natalie Black (Koltun) • Feb. 12, 2021 -
Discover released a video as part of its new ad campaign. The image was retrieved from its video on Jan. 28, 2021.
ColumnCampaign Trail: Discover looks toward brighter days in ad showcasing financial tools
A new brand positioning was crafted to highlight Discover's financial services beyond just transactions.
By Natalie Black (Koltun) • Jan. 29, 2021 -
Volkswagen released "The Wheel" as part of the campaign showing the progression of mobility. This image was retrieved from its video on Jan. 14, 2021.
ColumnCampaign Trail: Volkswagen's ode to the wheel tracks mobility's evolution
A 90-second ad teases the brand's first all-electric car while illustrating the impact of the wheel's revolutionary design on transportation and beyond.
By Natalie Black (Koltun) • Jan. 15, 2021 -
Cheerios released a video as part of a holiday campaign. The image was retrieved from its video on Dec. 17, 2020.
ColumnCampaign Trail: Rebooted Cheerios spot points to influencers' marketing power
After more than 20 years, the sentimental video of a grandma and baby has reemerged thanks to a viral TikTok clip by Cori Spruiell, who has over 200,000 followers on the app.
By Natalie Black (Koltun) • Dec. 18, 2020 -
Pringles released a video as part of the holiday campaign. The image was retrieved from its video on Dec. 3, 2020.
ColumnCampaign Trail: Pringles accentuates distinct design in celebratory holiday spots
Four 10-second videos put the brand's chips and iconic tubular packaging front and center, arriving as it refreshes its logo for the first time in 20 years.
By Natalie Black (Koltun) • Dec. 4, 2020 -
Courtesy of Brooklinen
ColumnCampaign Trail: Brooklinen builds dollhouse scenes to cast holiday magic at home
The DTC bedding brand is approaching the uncertain season with a dreamy campaign that reflects its role in providing comfort.
By Natalie Black (Koltun) • Nov. 20, 2020
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