It is the time of the year when we look back and review what is important, what worked and what didn’t, what impressed us and what caused strong emotions, what we remember and what we would change in the year to come.
Within this spirit I have chosen to present you 5 top marketing campaigns that were exciting in 2017.
Heineken: Worlds Apart
A very clever and meaningful campaign by Heineken touching sensitive issues and the differences between peoples; beliefs. In a peculiar way, Heineken managed to bring people with different views together chatting over a beer.
Real people meeting for the first time, assemble furniture and chat before finding out about their differences. What will they do? Do they leave, or do they stay to have a beer together?
Bringing out political issues, Heineken’s ‘Worlds Apart’, could well be the campaign of the year!
https://www.youtube.com/watch?time_continue=1&v=8wYXw4K0A3g
Spotify: Play this at my funeral
With a series of videos and ads, Spotify focused on user playlists with a touch of strange and funny situations. Under the title “Play this at my funeral”, the series of videos even featured artists such as DNCE and D.R.A.M commenting on the obscure playlists which featured their songs, spouting a number of spin-off memes.
Spotify worked with ad agency Wieden + Kennedy New York and used data from their users addin some unexpected angle to them turning them into ideas.
https://www.youtube.com/watch?v=l3ASwNgE7Zw
IKEA: The “Place” app
Technology is growing fast and companies taking early actions are always a step ahead of the rest. IKEA new “Place” app uses augmented reality to show how furniture looks in people’s homes. This is a great example of how to create a branded experience that uses trending tech and is genuinely useful to the consumer. To present the app and how it works they produced this very explanatory advertisement:
https://www.youtube.com/watch?v=-xxOvsyNseY
The New York Times: The truth is hard to find
This New York Times campaign aimed to show the importance of journalism in our times. Under the title ‘The Truth is Hard to Find’ along with print ads, they released video ads made up of photos narrated by those who took them. One involved photojournalist Bryan Denton and his photos after his convoy was bombed by ISIS.
It was a striking campaign that promoted not only The New York Times, but journalism as a whole.
https://www.youtube.com/watch?time_continue=30&v=zs4-rb0f7HI
Nike: #Breaking2
A brand that urges its customers to push their limits, Nike daired to come out with a campaign that is willing to fail. Aimed at selling their VaporFly Elite running shoes, Nike set out to accomplish something that has never been done before – complete a marathon in under two hours.
The feat seems humanly impossible, and when everything was over, Nike’s runners missed their goal by literal seconds.
The hashtag #Breaking2 accumulated trillions of impressions.
https://www.youtube.com/watch?time_continue=1&v=V2ZLG-Fij_4
What do you think? Did they cause any emotions? Did they surprise you? Will you remember them?
What about your 2018 campaigns? Can you work to these standards?
Let us know your opinion
Happy New Year!
Chrystalla Zachariou