C H L O E
I S H E R W O O D
THE BEST MARKETING CAMPAIGNS OF 2020 H E R E
A L L
I N F O R M A T I O N
A N D
T O
I M A G E S
I N S P I R E
A R E
Y O U R
2 0 2 1
T A K E N / I N F L U E N C E D
F R O M
O N L I N E
M A T E R I A L S .
10-11
12-13 BEN & JERRY'S
PLAYSTATION
BURGER KING
6 CHANEL
HIENZ
PRINGLES
DRACULA
CONTENTS
8-9
7
14-15 16-17
20-21 NIKE
18-19
22-23
24-25 TESCO
BLACK MIRROR
ITV
BURGER KING
IKEA
STARBUCKS
26-27
28-29
30-31
38-39 CORONA 42-43
40-41
MCDONALD'S
DOVE
32-33 MCDELIVERY
34-35
AA
SF
UN WOMEN
36-37
44
46-47 B&Q
45
48-49
50-51 TESCO
NOT NETFLIX
DISNEY
SAINSBURY'S
SAMSUNG
COORS LIGHT
52
53 54-55
BBC DRACULA
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This is personally one of my favourite campaigns. At the start of the year, BBC put up a billboard with bloody wooden stakes- alluding to the action of vampire killers in the newTV series 'Dracula'. Then, at night, a light at the side turns on and viewers see that the stakes then cast shadows to create the face of the TV series' blood-thirsty villain. An incredibly clever marketing tactic to draw viewers in.
PRINGLES
7
'If Mr.P can do it, so can you!' Pringles partnered with Movemeber this year, this signifies the first time Pringles will have supported a charitable cause in the UK. It's also the first time we have seen the Pringles Man without a moustache, which will naturally attract a lot of attention as a campaign. This campaign commenced with an in-store activation in Tesco, the campaign is positioned around the message ‘Pop, Share, Chat’ and focuses on the way that every can of Pringles can help to start a conversation.
HIENZ KETCHUP
8
If you got asked to draw ketchup, what would you draw? This is what Hienz asked people in an anonymous social experiment, conducted over 5 continents. They then sold the famous ketchup bottles in stores with the logos that everyone had drawn.
BURGER KING
10
During the COVID-19 pandemic, Burger King promoted other companies and small business to help them keep their restaurants and employees afloat. This attracted a lot of attention across social media, especially the one post titled 'Order From McDonalds'. Burger King are still continuing to promote other small business even now, in the third lockdown.
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PLAYSTATION
12
For the launch of the PS5, Sony took over Oxford Circus Tube station in London. This 48 hour stunt saw the Tube station rebranded with the PlayStation shapes. This went across the walls of the Tube station and alongside the decorative roundels for the four station entrances at street level.
BEN & JERRY'S
14
Ben and Jerrys are no stranger to fighting important causes. However, while many companies focused on COVID-19, Ben and Jerry's continued to fight for the causes that may have temporarily fallen to the back of society's mind. This included causes such as 420, police brutality, black lives matter, transgender rights and so many more.
CHANEL No5
16
Chanel's Digital Creative Director said many of the parents at Chanel have kids who end up drawing their perfumes. As a result, they showcased them on on billboards and their website for a Mother's Day campaign. It added a personal touch to a 'typical' Mother's Day gift.
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STARBUCKS
18
The Coffee company created the '#whatsyourname' campaign to support the LGBTQ+ community. They then partnered with the charity 'Mermaids' with the aim to raise at least ÂŁ100,000 for their helpline though the sale of their special edition Mermaid Cookie. The advert showed a transgender man being labeled with his birth name 'Jemma' when collecting a parcel, going to the GP, on his school lanyard, and when being introduced to new people. He then goes to Starbucks and when asked his name he says 'James'. The message being that you can be your true self at Starbucks and that every name has a story.
BURGER KING
20
This campaign by Burger King shows their famous burger, The Whopper, over a 34 day period. In this ad, you see the burger decay, highlighting the chain's decision to remove artificial preservatives from its popular burger. A very bold and creative advert that definitely made people notice.
ITV
22
ITV start the 'Get Britain Talking' campaign during the pandemic to encourage others to keep in touch with family and friends for the sake of their mental health. This was supported by the charities Mind and YoungMinds. One big advert they was a BIG Zoom call with a large collection of celebrities to reinforce the importance of staying connected and reaching out to people who might be struggling during lockdown. Since ITV returned to the ‘Britain Get Talking‘ campaign at the beginning of lockdown in March, it has recorded 6.1 million people taking immediate action – whether that be a text or a call to a family member or a friend in need.
NIKE
24
This campaign shares a dynamic split screen series detailing 36 pairings of athletes and relating the kinetic movement of one sport to another. Developed through research of more than 4,000 pieces of footage, the resulting montage underscores commonalities shared by athletes around the world.. Closed gyms and empty stadiums haven’t stopped athletes from pushing forward and using their platforms to help create change. Through those actions, sport shows us what an equal playing field looks like — and reminds us that a better future is possible.
IKEA
26
IKEA's 'sleep' campaign is a two part series. The brand launched the first part of the campaign earlier this month, with an advert that spelt out how a lack of sleep (and a big night on the town) affected the hare’s ability to race the next day. The second part is a series of clever and smartly designed posters which sees products such as energy drinks, anti-aging creams and vitamin supplements – all of which are intended to imitate the effects of a good night’s sleep – filled with Ikea bedding replicating the liquids, pills and creams.
Tesco
28
In this advert by the well known Supermarket, it see's them take a funny spin on 2020, all while binning the 'Naughty List'. The advert makes light of people admitting to things such as 'buying too much toilet roll' and 'not singing Happy Birthday while hand washing', things that could have put them on the 'Naughty List'. But Tesco's say's there is no Naughty List for 2020 and we all deserve a nice treat this year.
BLACK MIRROR
30
One of the most memorable marketing campaigns this year has to be the one by Black Mirror. Black Mirror is known for its 'scary' and 'thought provoking' approach in examining modern day life and what life could be in the future. Following that, they advertised their '6th season' by using a mirror and implying that we are currently living the 6th season. A brilliant, yet simplistic campaign.
UN WOMEN
32
Violence against women has been on the rise in 2020 after the pandemic forced many into the confines of abusive environments. In this time, 243 million women and girls were abused by an intimate partner, and domestic abuse killings more than doubled in the UK. So for the UN’s 16 days of activism against gender-based violence, UN Women has created a bold campaign, exposing the legal gaps that contribute to violence against women. The shock factor of using these illogical laws is a great way to mobilise people in these target countries to take action and end the legal protections for genderbased violence.
SF Reframing Aging
34
San Francisco Reframing Ageing features local older adults in thought-provoking imagery to address implicit biases about older people, highlight the diversity of the ageing experience and celebrate the strengths that remain with us throughout our lifetime, such as leadership, courage, passion, creativity, and intelligence. Five local residents star in the campaign. Each has their own unique history and experience as an older adult living in the City. “This campaign is not only about serving older adults, but empowering them and our entire City to recognise their value within our community," stated Shireen McSpadden, Executive Director of the Department of Ageing and Adult Services.
MCDELIVERY
36
McDonald's emphasises their new McDelivery service in their 'Skip The Dishes' campaign which cleverly shows kitchen utensils staked to represent the McDonald's menu staples. The aim of this was to “show the benefit of McDelivery service together with the insight that people just don’t like dirty dishes”, according to Creative Director Gert Laubscher. These print ads create a sense of intrigue and get the word out about delivery service in a very striking fashion by making familiar objects appear new and different.
AA
38
AA introduces a charming new character, Tukker the dog, in a bid to remind us of ‘that feeling’, which driving in the summer can provoke. The aim of this campaign was to encourage users to get back on the road back when COVID-19 restrictions were beginning to ease. The advert, which shows the Tukker reminiscing about driving in summer, ends with the phrase 'We'll get you back on the road'.
CORONA
40
Corona launched a cause-driven campaign to celebrate the week of World Oceans Day (June 8), according to a company press release. As part of its new "Pay With Plastic" program, the beer maker is accepting plastic waste in exchange for beer at retailers and bars in Mexico, Brazil, Italy, Spain and Colombia. This clever campaign taps into many consumers' concerns about the environment, encouraging people to get involved in this scheme.
DOVE
42
Dove's 'Courage is Beautiful' campaign video shows powerful photos of medical professionals with visible marks on their skin from their protective gear — symbolising the hard hours that healthcare providers and essential workers are dedicating to their communities during the coronavirus outbreak. It reminds us that there is no greater expression of beauty than the qualities of compassion and courage, and it does so by paying tribute to the frontline healthcare workers around the world who are fighting Covid-19. As part of this campaign, they then donated to Direct Relief to care for front-line health care workers in the US.
MCDONALDS
44
When McDonalds closed for the first time in March due to COVID-19, all the UK was talking about was how they should come back with the song 'Return of The Mack' by Mark Morrison. And McDonalds listened. They returned with a 'Welcome Back' advert using that exact song as the backing track, serving the public a sense of normality all while being an undeniable memorable return after acting upon the public's ideas.
COORS LIGHT
For a limited period of time, Coors Light promised a six-pack to anyone who tweeted at them using the campaign hashtag #coulduseabeer. They continued the giveaway until they gave away 500,000 beers to grateful customers. They answered the pleas of a quarantined 93-year-old woman who went viral after she posted a sign in her window asking for beer during her quarantine. Two key things from this campaign- timing is everything and everybody loves a competition!
45
SAINSBURY'S
46
In a year when Christmas feels more uncertain yet more needed than ever, the collection of nostalgic adverts aimed to celebrate culinary memories with loved ones and transport viewers through time by centring around three personal stories of modern British families and their connection to Christmas food. The stories are brought to life through a combination of home-video-style footage and phone conversations between family members in the present day, as the nation continues to connect with each other from wherever they are.
DISNEY
48
To put it short, this advert was beautifully emotional. The three-minute advert titled 'From Our Family To Yours', in support of children's charity Make-A-Wish, is both touching and sentimental, and is inspired by the themes of traditions, family togetherness and nostalgia. The brand and creative marketing director comments, “we knew having a story that placed tradition and togetherness at its heart would make it feel relevant and relatable to people all over the world." She says, pointing to the fact that amid the pandemic a focus on these was “more crucial than ever� for the brand.
B&Q
50
In what has been a hugely challenging year for many businesses, B&Q is one retailer to thrive as people have turned increasingly to DIY projects and home improvement during the pandemic. Stuck inside our own four walls, we've come to realise just how much we cherish our private spaces and it's a feeling B&Q has jumped on with its new brand campaign, 'Build a Life'. This campaign celebrates the belief that "anyone can change their home to make life better" – no matter what's happening in the world.
SAMSUNG
52
Samsung created an interactive Instagram campaign that mimics the Netflix show 'Bandersnatch'. They collaborated with Social Chain to create an interactive video adventure using the Instagram Stories platform, letting you make choices on various elements to solve a “mystery”. It wasn’t just a simple case of creating Stories but is an elaborate mode of storytelling that involves the user’s decisions.
TESCO
Tesco became the first UK supermarket to introduce a range of plasters in diverse skin tones to better represent the population, with the key phrase 'about bloody time'. The Creative Director said “we created a campaign that is bold and visually impactful, hopefully making it hard to ignore.� This campaign also included a video of people with different skin tones, talking about how it was about time plasters in diverse skin tones were available. This was done in a lighthearted and comedic way.
53
NOT NETFLIX
This campaign was NOT by Netflix, but by Miami AD Students. However, this campaign was far too good to not be included in this list. These students were upset that people were still going out and not social distancing during the COVID-19 pandemic. As a result, they started spoiling everyone's favourite Netflix TV shows on billboards with the slogans ' You Should've Stayed The F@ck at Home', 'Don't Spoil it For Everyone Else' and 'If The Virus Doesn't Stop You From Going Out, The Spoilers Will'. A very clever campaign to encourage others to stay at home P.S. sorry for any spoilers in this magazine.
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