The Most Innovative Ad Campaigns Of 2013
From a knit billboard to text and tweet shenanigans, here are the most inventive marketing campaigns of the past year.
The advertising industry attracts some of the most creative minds from around the world, and PSFK keeps a close eye on the best of the best. The opportunity to promote other brands allows many of the best advertisers to try out concepts that might not immediately be monetizable. Here are the most popular campaigns we wrote about this year.
The Spanish organization ANAR has recently released an ad campaign that can only be seen by the children suffering from abuse – without alerting their abusers in the process. Using a technique called lenticular printing – which is also used for 3D posters – the foundation has created a poster that displays different images depending on the angle it is viewed from. Anyone over 4’5″ sees a poster with a normal child and a slogan that reads “sometimes, child abuse is only visible to the child suffering it.”
Coca-Cola is replacing its labels with 150 of the UK’s most popular first names in a new ad campaign. Bottles for its ‘Share a Coke’ summer campaign with different names printed on them will be coming out soon. In a similar campaign run previously in Australia, users could also have a song written about their customized bottle, which you can hear on their Facebook page.
The latest UK ad campaign of drink brand Stella Artois Cidre consists of ads that will only appear when there’s a 2-degree rise in temperature above the national average. The weather-activated ad campaign, which was created with Liveposter and Posterscope, works on a scheduling system connected to digital out-of-home ad spaces. The ads turns on and off based on real-time readings from a weather data plug-in. That means the ads will only show in warm weather in that particular location and won’t appear in areas with lower temperature or rainy weather.
Beer brand Corona Extra, in partnership with ad agency Cramer-Krasselt, incorporated the moon into their billboard in a unique ad campaign called Luna Corona.The brand worked with top universities and planetariums to gauge the precise moment and calculate the angle when the moon moves at the right place to appear like the slice of lime on top of the illustrated bottle on the billboard.
British Airways worked with agency Ogilvy 12th Floor to install new digital billboards that interact with the planes flying over them. The digital billboards use custom-built surveillance technology to detect planes flying overhead and change the current digital display to that of a child pointing at the plane. The billboards also display the plane’s flight number and route.
For anyone who thought print advertising was an outdated way to reach your audience, it might be time to think again. Motorola’s latest print ad for the Moto X featured in the January issue of Wired uses polycarbonate paper and LED light pipes to give you control over the color of the phone in the ad. If there was ever a magazine ad you wanted to pay attention to, this would be it.
To get members to sign up for the horror film festival Elmstas 3000, the agency took to sending creepy text messages. Staying true to the festival’s theme of ‘Home Invasion,’ the agency sent a message from an unknown number and attached a photo taken outside the receiver’s house. All the members who were contacted signed up within two hours.
Coffee giant Starbucks, in partnership with social networking site Twitter, launched the Tweet-A-Coffee project, which allows people to send a $5 Starbucks gift card to anyone in the US via Twitter. Users only need to link their Starbucks and Twitter account and mention @tweetacoffee to send the gift card to their friend, family, follower, or anyone for that matter.
The marketing team at Nike China recently came up with an inventive advertising campaign that would demonstrate the unique nature of the Nike Free Flyknit technology, and coincide with the official launch of the product earlier this month. Working together with Wieden+Kennedy and the creative agency’s W+K Shanghai branch, the trio put together a public spectacle of knitting a larger-than-life shoe that would attract the eyeballs of passersby along Nanjingdonglu (Nanjing East Road) in Shanghai – one of the most heavily trafficked streets in the city.
Spring is in full bloom and summer is on the horizon, and with the hot weather comes short shorts and bug bites. Insecticide advertisements can be a little one note, but Italian ad agency Publicis Milan injected a little bit of fun into its campaign for outdoor insecticide Orphea, by turning a billboard in the Italian city into a massive sticky insect trap. At its start, the billboard appeared to be just an image of the Orphea spray can, but thanks to a transparent non-drying adhesive, as days passed bug after bug stuck to the billboard, in the shape of the spray emanating from the can.