Campaign Trail: Page 5
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
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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 -
Squarespace released a video as part of its Launch It campaign. The image was retrieved from its video on Nov. 5, 2020.
ColumnCampaign Trail: Squarespace turns ideas into rockets to inspire entrepreneurs
The space travel metaphor tries to parallel the feelings of anticipation a small business owner might experience when launching a passion project into orbit.
By Natalie Black (Koltun) • Nov. 6, 2020 -
Courtesy of The North Face
ColumnCampaign Trail: The North Face's call for outdoor equity elevates diversity pledge
A creative new spot addresses the nature gap and urges people to reset their "normal" lives during the pandemic via exploration.
By Natalie Black (Koltun) • Oct. 23, 2020 -
Courtesy of Dickies
ColumnCampaign Trail: Dickies spotlights DIY spirit and its power to inspire during pandemic
A digital content effort highlights 10 artisans from around the globe and centers on championing the dignity of work during a tough year.
By Natalie Black (Koltun) • Oct. 9, 2020 -
Courtesy of Tecate
ColumnCampaign Trail: Tecate's visual refresh embodies its modern messaging
A simplified design system lets only the most iconic, beloved elements shine for the beer brand that wants to evolve without alienating longtime fans.
By Natalie Black (Koltun) • Sept. 25, 2020 -
Courtesy of Gap Inc.
ColumnCampaign Trail: Gap leans on brand heritage in unity-focused campaign
The first effort from new CMO Mary Alderete showcases Gap's philosophy of "American optimism" and aims to amplify voices through voter education.
By Natalie Black (Koltun) • Sept. 11, 2020 -
Courtesy of Cossette
ColumnCampaign Trail: How McDonald's molds people's possessions into minimalist food ads
Static print and OOH visuals show a Big Mac and fries assembled from home goods, subtly telling Quebec residents' stories about the 270-year-old tradition of Moving Day.
By Natalie Black (Koltun) • Aug. 28, 2020 -
Retrieved from Adobe Creative Cloud on August 13, 2020
ColumnCampaign Trail: Adobe illustrates how constraints can foster creativity with virtual film festival
Indie filmmakers were given just five days to use only Adobe Stock footage and the company's video editing tools, resulting in 13 creative and unbranded films.
By Natalie Black (Koltun) • Aug. 14, 2020 -
Courtesy of Klarna
ColumnCampaign Trail: Klarna's oddball ads spotlight Swedish roots, outlandish quirk
The payment service debuts its biggest U.S. effort with 15 new spots spliced from Swedish cinema, shoppable ads and a gaming integration.
By Natalie Black (Koltun) • July 31, 2020 -
Retrieved from Audible on July 16, 2020
ColumnCampaign Trail: Audible responds to canceled summer trips with dreamy airline ads
Styled to mimic vintage creative, new spots by the Amazon-owned audiobook platform transport listeners to Mars, Hogwarts and Gilead.
By Natalie Black (Koltun) • July 17, 2020 -
Courtesy of Trollbäck+Company
ColumnCampaign Trail: Visual refresh positions TBS as a genre-fluid network
Agency Trollbäck+Company and the WarnerMedia channel first defined the brand's essence and created a design system to fit — starting with a deconstructed logo and revamped office space.
By Natalie Black (Koltun) • June 19, 2020 -
Courtesy of RSA Films
ColumnCampaign Trail: Polaroid tries to capture human chemistry in emotive new ad
With the world slowly reemerging from the pandemic, values of connection depicted in "Forever Now" have crystallized for many consumers.
By Natalie Black (Koltun) • June 5, 2020 -
Courtesy of Muscle Milk
ColumnCampaign Trail: Muscle Milk flexes mental resilience under PepsiCo banner
"Own Your Strength" is the protein beverage's first effort since being acquired in 2019 and aims to connect with fitness buffs stuck at home during the pandemic.
By Natalie Black (Koltun) • May 22, 2020 -
Retrieved from Rothy's on May 07, 2020
ColumnCampaign Trail: Rothy's weaves sustainability into luxury's evolving definition
Creative from the DTC brand that upcycles plastic water bottles into shoes examines how luxury increasingly centers on consumers expressing their values through style choices.
By Natalie Black (Koltun) • May 11, 2020 -
Courtesy of Hyundai
ColumnCampaign Trail: Why Hyundai revived a recession-era program for today's crisis
The carmaker is looking to its past financial relief efforts as a guide for what resonates with consumers amid economic downturn.
By Natalie Black (Koltun) • April 24, 2020 -
Courtesy of Trade Coffee Co.
ColumnCampaign Trail: Trade Coffee's remotely produced ad embodies creativity in crisis
A new 30-second spot mirrors how stir-crazy consumers are heading online to socialize while social distancing, and shows how brands can navigate the uncharted waters of building assets at home.
By Natalie Black (Koltun) • April 9, 2020 -
Retrieved from 72andSunny Amsterdam on March 19, 2020
ColumnCampaign Trail: Fanta satirizes cinematic sports clips in 'idiot influencer' ads
A 90-second hero spot and OOH placements from the soda brand feature real-life internet personalities goofing off to emphasize the importance of play.
By Natalie Black (Koltun) • March 20, 2020 -
Retrieved from Kind Snacks on March 04, 2020
ColumnCampaign Trail: Kind taps limited-edition packaging as purposeful creative
Timed to International Women's Day, a move by the snack maker tailored a popular item's packaging to a campaign mission while maintaining the brand's core visual identity.
By Natalie Black (Koltun) • March 6, 2020 -
Column
Campaign Trail: McDonald's type-only ads illustrate the power of visual identity
Omitting the golden arches and recognizable burger imagery, the minimalist creative flexes the fast-food behemoth's iconic status.
By Natalie Black (Koltun) • Feb. 21, 2020 -
Kimpton
ColumnCampaign Trail: How Kimpton uses traveling art pop-ups to 'stay human'
In its first photography-focused effort, the brand leans into experiential exhibits that immerse guests' senses and emphasize connection and self-reflection.
By Natalie Black (Koltun) • Feb. 7, 2020 -
Column
Campaign Trail: The US Census Bureau urges America to take action with 1,000 ads
The creative, developed by agency VMLY&R, spans 13 languages, a dozen partners and focuses on multicultural outreach to urge participation in the 2020 census.
By Natalie Black (Koltun) • Jan. 24, 2020 -
Column
Campaign Trail: Equinox finds purpose by subverting Narcissus myth
The New Year's spot appears to romanticize vanity, but its creators hope the underlying message has some muscle.
By Natalie Black (Koltun) • Jan. 10, 2020
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