Creative: Page 110
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WeTransfer
WeTransfer campaign urges creative workers to limit screen time
"Please Leave" marks the software company's 10-year anniversary by highlighting how creativity flourishes in the analog world.
By Robert Williams • May 10, 2019 -
David Miami
ColumnCampaign Trail: Coca-Cola brings new meaning to audio marketing with refreshing print ads
A series of static photos captures uniquely audio moments — the crack of a soda can or the fizzing of bubbles — by leveraging the brand's 126-year legacy.
By Natalie Black (Koltun) • May 10, 2019 -
Trendline
Consumer Packaged Goods
If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.
By Marketing Dive staff -
FilmMagic for YouTube
Deep DiveTurf war: Can digital heavyweights fend off linear TV's online land grab?
Companies like YouTube and Hulu took up arms against TV at a recent event for advertisers while simultaneously adopting more tactics popularized by traditional broadcast media.
By Peter Adams • May 10, 2019 -
Dove Hair
Brands' cause marketing efforts fail to break through with Gen Z, report says
Just 12% of younger consumers readily associate familiar brands with the causes they support.
By Barry Levine • May 9, 2019 -
Reed's
Tropicana hotline rescues kids with tips for making Mother's Day brunch
Meanwhile, Reed's Ginger Beer shoots down moms' advice for upset stomachs in its first fully integrated campaign.
By Barry Levine • May 9, 2019 -
Bud Light / YouTube
Bud Light kicks up live soccer experience with VR activation
The beer brand procured four seats from a stadium in Mexico City for fans in Las Vegas to sit in while they watch a live, immersive match tonight.
By Robert Williams • May 9, 2019 -
'Detective Pikachu' star Ryan Reynolds trolls fans with link to movie 'leak' on YouTube
The actor, who voices the titular Pokémon, called attention to a video purporting to contain the full film that's since gone viral.
By Peter Adams • May 8, 2019 -
Cheez-It hides stockpile of new snack for scavenger hunt
To promote the new Snap'd cracker, the Kellogg brand will tease the location of a secret bunker on Twitter.
By Dianna Christe • May 8, 2019 -
How Kraft Heinz plans to give moms a break for Mother's Day
Campaigns for the Kraft and Maxwell House brands foot the bill for babysitters and spotlight "invisible" parental labor, respectively.
By Peter Adams • May 7, 2019 -
Planters
Kraft Heinz loses marketing chief amid ongoing turmoil
Eduardo Luz oversaw more than 200 brands globally and spearheaded marketing for Heinz, Kraft and Planters in the U.S.
By Peter Adams • May 6, 2019 -
Liberty Mutual tests car-scented ads to sell insurance
Because smells help memory formation, the expectation is that car shoppers will be reminded of Liberty during test drives.
By Dianna Christe • May 6, 2019 -
NBCUniversal tunes into commerce with ShoppableTV
Viewers can scan televised QR codes to be directed to a brand's website to make a purchase.
By Robert Williams • May 6, 2019 -
FilmMagic for YouTube
J&J shares YouTube successes after growing spend on the platform by 250%
Alison Lewis, CMO of the company's consumer brands division, spoke at YouTube's NewFronts presentation about using the platform for informing new product development.
By Peter Adams • May 3, 2019 -
John Hazard
ColumnComic Dive: The Right Brew
While some brands tie efforts to current TV shows or nostalgic classics, Heineken is banking on the enduring buzz for a streaming favorite to push a new beer.
By John Hazard • May 3, 2019 -
Inside Hulu's pitch to drive half of revenue from 'nondisruptive and nontraditional' ads
At the NewFronts, the platform detailed "viewer-first" product innovations like a format catered to binge watching and Easter Egg-like deals hidden among streaming content.
By Peter Adams • May 2, 2019 -
Denny's promotes brand revamp in multicultural push
In addition to its tech-focused overhaul geared toward millennials, a new multimedia campaign will target African-American and Hispanic diners.
By Lauren Manning • May 2, 2019 -
Burger King's moody campaign jabs at McDonald's Happy Meals
The chain's Real Meals come in different "moods" such as Blue and DGAF and encourages diners to fight pressures to appear happy.
By Alicia Kelso • May 2, 2019 -
Foot Locker, Champion team up for esports apparel, in-store competition and streaming
Five esports teams will compete in a tournament on May 18 that will be streamed on Twitch.
By Barry Levine • May 2, 2019 -
25% of companies use AI in their personalization efforts, study finds
Overall, 59% of respondents said serious efforts on personalization are still a year away.
By Laura Klepacki • May 1, 2019 -
P&G's Pantene wants to eliminate gender bias from search results
S.H.E. is a Chrome extension that seeks to counteract stereotypes in search engine algorithms by better representing women.
By Laura Klepacki • May 1, 2019 -
Wix
Q&AHow Studio 71 is prepping for influencer marketing's data-driven, cross-platform future
At the IAB's Digital Content NewFronts, Marketing Dive sat down with CEO Reza Izad to discuss the network's new ad products and how it's differentiating in areas like brand safety.
By Peter Adams • May 1, 2019 -
P&G releases female-focused docs on Hulu
The CPG giant continues its efforts to reshape the ad industry by premiering ad-free films on a closed platform with few brand safety concerns.
By Barry Levine • April 30, 2019 -
IAB: Brands will boost spending on video content by 25% in 2019
About half of this year's video spend will be devoted to original content.
By Barry Levine • April 30, 2019 -
Hardee's celebrates meat-only sandwich by planting 10M vegetables
The QSR brought back a popular roast beef sandwich with its tongue-in-cheek "Save the Veggies" campaign.
By Chris Kelly • April 30, 2019 -
Ogilvy
Sargento delivers 'world's slowest pizza' to unveil aged cheese line
To spotlight the launch and highlight the aging process, the cheese brand will deliver free pizzas in four to 18 months.
By Laura Klepacki • April 29, 2019
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