Not every nutrition lesson begins with numbers. Colorfood begins with color, using a simple visual idea to encourage children to think differently about what goes on their plates.

Created by Auchan with TBWA\Paris, the initiative responds to a growing public health concern by introducing an approach that makes balanced eating easier for children to understand. Instead of leading with restrictions or complex advice, the campaign presents healthy eating through a language that is familiar, playful, and easy to recognise.

Colorfood Responds to a Growing Concern Around Children’s Nutrition

The campaign is grounded in figures published by the French National Health Insurance in February 2025. According to the study, 20% of children between the ages of 6 and 17 in France are overweight, including 5.4% who are obese. The report also warns that, without effective action, one in three children in France could be affected by 2030.

Alongside larger portions and meals with higher energy density, the study points to another issue. Highly processed, monochrome foods have become increasingly common in children’s diets. Often referred to as “beige food,” these meals have gradually replaced the variety that contributes to a more balanced diet.

Rather than approaching this challenge through warning or restriction, Colorfood introduces a different perspective. The campaign is built around one clear idea: a balanced meal is a colorful meal.

A Simple Creative Idea That Makes Nutrition Easier to Understand

The strength of the campaign lies in its simplicity.

With support from nutritionists and health specialists, Auchan developed an educational approach that encourages children to combine different food groups when building a meal. The recommended balance includes:

• Protein: 80 g
• Carbohydrates: 40 g
• Vegetables: 80 g
• Fruit: about the size of a clementine or kiwi
• Dairy: 125 g of yogurt or 30 g of cheese

Rather than asking children to remember nutritional guidelines, the campaign gives them something more immediate to look for. A plate filled with different colors becomes an easy way to think about variety, helping reinforce the importance of combining food groups as part of everyday eating.

Bringing the Idea Beyond the Plate

Developed by TBWA\Paris, the campaign extends the same idea across multiple touchpoints, including in-store activations, a music video, and social media.

Launching for World Education Day and ahead of World Obesity Day, the initiative combines education with public awareness while keeping its message consistent. Wherever the campaign appears, the focus remains the same: helping children engage with healthier eating through play.

Why Colorfood Works

Creative ideas often become memorable because they simplify something that already exists rather than adding something new.

That is where Colorfood finds its strength.

The campaign does not introduce another nutritional rule or ask families to learn a new system. Instead, it reframes balanced eating through a visual cue that children can understand almost instantly. Color becomes an invitation to explore different food groups rather than a lesson that needs explaining.

It is a small shift in perspective, but one that makes the message feel more approachable while remaining closely connected to the nutritional guidance behind it.

Final Thoughts

Colorfood shows how creativity can make an important subject easier to understand without reducing its significance. By turning balanced eating into something children can recognise at a glance, the initiative transforms nutrition from a list of recommendations into an engaging visual experience.

For Campaigns of the World, the work stands out for the clarity of its creative thinking. It takes a complex public health conversation and expresses it through a simple idea that remains consistent from insight to execution, demonstrating how creativity can help make everyday habits easier to embrace.

Credits
Campaign: Colorfood
Agency: TBWA\Paris
Brand: Auchan
AUCHAN Leads: Sandrine Burgat, Laurence Dang, Hélène Marot, Charlotte Desmarescaux, Jade Gailliez
TBWA Leads: Guillaume Pannaud, Olivier Rippe, Matthéo Pressmar, Maëva Jordan, Zoé Longuet, Lisa Delalande
Strategic Planning: Nicolas Orsoni
Executive Creative Director: Faustin Claverie
Associate Creative Directors: Lucie Vallotton, Vincent Cusenier
Art Director: Ronan Coursin
Copywriter: Alessandro Cerutti
Art Buying: Elise Kubler, Carine Galuffo
Illustration and Film: Alexandre Nart
Object Design: Clémence Germain
Production: Bruno Louis
Photographers: Blaise, Zoé
Lyrics and Music: Guillaume Aldebert
Arrangements: Christophe Darlot, Hubert Harel
Mixing and Mastering: Christophe Darlot
Publisher: Ah Bon Publishing
Sound Production: ELSE
Head of Music and Sound: Olivier Lefebvre
Music Supervisor: Ferdinand Huet
Sound Director: Ambroise Cabry
Business Affairs: Nefssetou Gassama
Head of Design: Kou Yang
Head of Production: Sandra Delfosse
Case Film Production: Pétronille Desforges
Camera Operator and Cast Direction: Coraline Bennetti
Electrical and Lighting: Colombe de Gonneville
Editing and Post-production: Carla Perret
Social Media Leads: Marceau De Bouteiller, Claire De Jaurias, Alex Jean-Baptiste

This campaign is about:
Colorfood, Auchan, TBWA Paris, Healthy Eating, Childhood Nutrition, Public Awareness, Retail Campaign, Food Education, France, Integrated Campaign, Marketing Campaign, Integrated Campaign, Video Campaign

Created by adam&eve\TBWA for Unilever, the limited edition activation temporarily renamed Marmite as “WeMite”, inviting fans to choose a jar based on how far they believed England would progress. It is a simple idea that combines packaging design, football culture and travel behaviour without changing the product itself.

A Jar That Matches Your Prediction

Rather than producing a standard football-themed pack, Marmite created three different WeMite jars, each reflecting a different level of confidence in England’s chances.

Supporters expecting a shorter stay could choose the “WeMite Reach the Quarters” jar. Those feeling more optimistic had the “WeMite Reach the Semis” edition, while believers that England would lift the trophy could pick the largest “WeMite Go and Win It” jar.

The concept transforms a routine shopping decision into something personal. Instead of simply buying Marmite, supporters were effectively declaring their tournament prediction before leaving home.

It is the kind of idea that needs very little explanation. The different jar sizes immediately communicate the joke while giving people something they are likely to share with friends before travelling.

A Small Design Change With a Big Role

The packaging remains unmistakably Marmite. The familiar yellow lid, black jar and recognisable label are all still there, with only one meaningful change. The word “Marmite” becomes “WeMite”.

That small adjustment shifts the focus from an individual product to a shared experience. During an international tournament, football supporters naturally speak in terms of “we”, making the temporary rebrand feel timely rather than forced.

Instead of covering the jar with football graphics or national symbols, the design keeps everything restrained. The simplicity is what makes it memorable.

Taking the Idea Beyond the Shelf

The WeMite campaign was supported by social and experiential activity, helping the idea reach supporters before they even boarded their flights.

As part of the activation, Marmite partnered with Heathrow Express to make the limited edition jars available to fans travelling to Heathrow Airport. It placed the product at exactly the moment people were packing, travelling and preparing for weeks away from home.

That partnership also reinforced the campaign’s central thought. Marmite was presented not simply as breakfast, but as one of the familiar comforts many British travellers like to take abroad.

Morgan McAuley, Senior Brand Manager at Marmite, said the idea was to make sure supporters could still enjoy “a proper taste of home” while following England overseas.

Why the WeMite Campaign Works

Many football campaigns rely on emotional storytelling or dramatic films. WeMite succeeds by doing almost the opposite.

The creative idea lives inside the product itself. There is no complicated mechanic and no lengthy explanation. Fans understand it the moment they see the jars lined up together.

Creative Directors Darren Beresford and Richard Gayton described the inspiration as the thought of England supporters facing American breakfasts without Marmite. That observation provides a light-hearted starting point for a campaign built around travel, optimism and national rituals.

By turning tournament predictions into packaging, the WeMite campaign found a fresh role for one of Britain’s best-known brands. The jars are practical enough to travel with supporters, collectible enough to spark conversations and simple enough to be remembered long after the tournament ends.

Credits
Client: Unilever
Brand: Marmite
Project/Campaign Name: WeMite

Client names and Job Titles:
Claire Racklyeft – Condiments Category Director
Morgan McAuley – Senior Brand Manager
Harrison Doyle – Marketing Assistant
Sean Speczyk – Social Media Manager

Agency: adam&eve\TBWA

Creative:
Ant Nelson & Mike Sutherland – Chief Creative Officers
Matt Gay – Executive Creative Director
Darren Beresford & Richard Gayton – Creative Directors/Creatives
Phoebe Wright – Senior Social Director

Production:
Jaki Jo Hannan – Head of Production
Lindsay Moyes – Producer

Planning:
Will Grundy – Chief Strategy Officer
Sarah Carter – Global Planning Partner
Liora Ingram – Planning Director

Account Management:
Miranda Hipwell – Chief Executive Officer
Flemming Lerche – Managing Partner
Max Sullivan – Business Director
Barnaby Kelly – Account Director

Project Management:
Kirsty Harris – Project Director

Design: adam&eve\TBWA
Scott Silvey – Head of Design
Will Whittington – Designer

PR: W Communications

Retouching: Luke Kirwan, Black Box Studio
Photography: Luke Kirwan, Black Box Studio
Box and Jar Production: Scott Whall, The Hub London.

This campaign is about:
WeMite Campaign, Marmite, Unilever, adam&eve\TBWA, W Communications, Packaging Design, Creative Packaging, Limited Edition Packaging, Packaging Campaign, Brand Activation, Experiential Marketing Campaigns, Football Marketing, Sports Marketing, England Football Fans, Tournament Marketing, Travel Marketing, Consumer Branding, Food Marketing, FMCG Marketing, Creative Campaign, Product Packaging, Brand Experience, OOH Campaigns

Now privacy sells. A growing number of tech brands lead with data protection in their adverts, their landing pages and their taglines. They’ve worked out that people are tired of being the product, and they’re using that frustration to win customers. Let’s get into it, as there’s a lot to unpack here, from Apple’s tracking prompt to the encrypted storage providers rewriting how security gets talked about.

Why Trust Became The New Selling Point

The numbers explain a lot. A Pew Research Center survey found that 79% of US adults are concerned about how companies use the data collected about them, and that worry hasn’t faded. In its most recent major study on the topic, Pew found 67% of Americans say they understand little to nothing about what companies actually do with their personal data. That’s not a niche worry held by a few tech-savvy people. It’s most of the population, and it points to a clear gap in the market.

Apple spotted this early. When it launched App Tracking Transparency in 2021, it forced apps to ask permission before tracking users across other apps and websites. Most users said no. Global opt-in rates have sat somewhere between 15% and 25%, leaving the bulk of people choosing not to be tracked. Apple then built a whole marketing campaign around it, positioning itself as the company that puts you back in charge of your own information.

That move set the template. Once one big player made privacy a public promise instead of a quiet technical detail, others had room to do the same. Smaller brands in particular saw a chance to compete with giants by offering something the giants couldn’t credibly claim.

How Encrypted Storage Turned Security Into A Story

Some of the clearest examples come from the world of file storage. For a long time, the pitch from big providers was about space and convenience. How many gigabytes you get, how easily you can share a folder, how it syncs across your devices. Security was a line item, if it appeared at all.

Encrypted providers flipped that. They made protection the headline. Companies offering end-to-end encrypted cloud storage now build their campaigns around a simple idea: your files belong to you, and nobody else can open them, not even the company storing them. That promise becomes the emotional centre of the marketing, not a footnote.

It works because it’s easy to grasp and it speaks to a real fear. People have photos, contracts and personal records they’d hate to see leaked or scraped. When a brand says it physically cannot read your data, that’s a message people remember. It also tends to come with proof points that build confidence:

• Open-source code that independent experts can audit
• EU or Swiss jurisdiction, which is under stricter privacy laws
• Independent security audits published for anyone to check

These aren’t just marketing lines. Some providers publish their audit reports openly and keep their apps open source, so the privacy promise can be checked rather than simply trusted.

What This Means For Marketers

For anyone working in tech marketing, the lesson is simple. Privacy claims now carry real weight, but only if you can back them up. Customers have grown sharp at spotting empty language, so a vague promise about taking data seriously won’t land.

The brands doing this well tend to be specific. They explain exactly how the protection works, they point to audits or certifications, and they let the technical detail support an honest, human message. When you can prove the claim, privacy becomes one of the strongest stories you can tell.

Data Protection Is Now a Marketing Decision Too

Privacy has moved from a legal obligation to a genuine reason people choose one product over another. The companies winning here didn’t just add a security feature. They made data protection the heart of who they are, and they said it plainly enough for ordinary people to understand.

Expect more of this, not less. As public concern keeps climbing, the brands that treat privacy as a promise worth shouting about will keep pulling ahead of the ones still hiding it in the small print.

Every day, delivery executives enter millions of homes, often remembered only for the package they bring. Their interactions are brief, functional, and easy to overlook. DTDC’s latest Father’s Day film shifts attention away from the delivery itself and toward the person behind it.
 

DTDC Ke SuperDads Finds Heroism in Everyday Work

At the heart of the film is a simple insight. While customers know delivery professionals for the job they do, their families see something entirely different.

The story follows a young boy participating in a school speech competition where he talks about his favourite superhero. His description sounds like that of a larger-than-life character. Someone who crosses mountains, travels at incredible speed, and carries a magical bag capable of bringing happiness wherever he goes.

As the narrative unfolds, the audience discovers that the superhero is not a fictional character at all. It is his father, a delivery executive.

The reveal works because it reframes ordinary responsibilities through a child’s imagination. The daily realities of the job become heroic adventures, creating a perspective that many viewers may never have considered before.

A Child’s Perspective Shapes the Entire Story

What gives the film its emotional strength is its point of view.

Instead of telling viewers why delivery professionals deserve appreciation, the story allows a child to demonstrate it naturally. The delivery route becomes a heroic journey. The delivery bag becomes a source of joy. A profession often viewed through routine transactions becomes a source of pride and admiration.

This approach keeps the message relatable while avoiding sentimentality. The storytelling remains rooted in a simple family dynamic that many people can recognise.

Recognising the People Behind Every Delivery

The film serves as a tribute to the delivery executives, warehouse staff, and frontline employees who support DTDC’s operations every day.

More broadly, it acknowledges a larger truth about logistics. Behind every successful delivery is an individual whose contribution extends beyond the workplace. The campaign places those people at the centre of the story, offering recognition that often goes unseen.

As shared by DTDC leadership, the film was created to celebrate the humanity within the logistics network and recognise the countless last-mile professionals who help keep both the organisation and the country moving.

Why DTDC Ke SuperDads Works

The campaign succeeds because it avoids overcomplicating its message.

Several elements stand out:

• A relatable Father’s Day narrative
• A fresh perspective delivered through a child’s imagination
• Recognition of frontline workers without making the story feel corporate
• A simple creative idea that remains easy to understand
• An emotional connection built through observation rather than exaggeration

Most importantly, the film focuses on appreciation rather than promotion. The story is less about logistics and more about the people who make those logistics possible.

Final Takeaway

Father’s Day campaigns often celebrate fathers through familiar roles. DTDC Ke SuperDads chooses a different route by showing how a child sees heroism in the everyday work of a delivery professional.

By shifting the viewpoint from customer to family, the film creates a meaningful tribute to the delivery executives, warehouse teams, and frontline workers who are often visible only for a moment, despite the impact they make every day.

It is a reminder that behind every package delivered is a person whose story extends far beyond the doorstep.

This campaign is about:
DTDC, DTDC Ke SuperDads, Father’s Day Campaign, Logistics, Delivery Professionals, Brand Film, India Advertising, Emotional Storytelling, DTDC Ads, DTDC Father’s Day Ad.

The Price of a World Without Bees Brings the Pollinator Crisis Into Everyday Life

The disappearance of bees is often viewed as an environmental issue. What many people fail to see is how closely pollinators are connected to the food system.
To make this relationship visible, Terre d’Abeilles and TBWA\Paris launched a striking experiential marketing activation at the Chauvigny market in France. For one day, the prices of fruits and vegetables were multiplied by fifteen, allowing visitors to experience what food costs could look like in a world without pollinators.

Among the prices displayed:

• €180 per kilo of tomatoes
• €30 for a cucumber
• €120 for a punnet of strawberries
• €233 per kilo of courgettes
• €89 for a melon

These figures were calculated using cross-referenced data from the official INRAE simulator and international scientific studies referenced by the campaign.
The result was impossible to ignore. Products that normally appear affordable suddenly became luxury purchases.

A Cause Marketing Campaign Built Around Purchasing Power

Many public interest campaigns rely on statistics to explain a problem. This campaign takes a different route.

Rather than focusing solely on environmental messaging, it reframes the discussion around consumer realities. The creative idea is built on a simple insight: people may not immediately notice the disappearance of bees, but they will certainly notice the impact on food prices.

The campaign points out that 72.2% of crops grown for human consumption depend, to varying degrees, on insect pollinators. Reduced pollination can lead to lower agricultural yields, scarcer production and increased pressure on food markets.

Viewed through this lens, the pollinator crisis becomes more than a sustainability issue. It becomes a question of food security and economic stability.

A Simple Execution That Creates Immediate Understanding

One of the strongest aspects of this creative advertising campaign is its simplicity.

There are no complicated explanations required when shoppers encounter tomatoes priced at €180 per kilo. The message is delivered in a matter of seconds.
By using a real market environment, the activation places the issue directly in the context where purchasing decisions happen. Instead of telling people what could happen in the future, it allows them to experience the consequences in a familiar setting.

The approach turns an abstract environmental concern into a visible and relatable reality.

Why This Environmental Awareness Campaign Works

The effectiveness of the campaign comes from its ability to connect multiple issues that are often discussed separately.
Bee conservation, food inflation, grocery prices and purchasing power are rarely presented as part of the same conversation. This campaign successfully brings them together through a single visual idea.

Several elements strengthen the work:

• A clear and instantly understandable concept
• Data-backed pricing rooted in referenced studies
• Strong relevance to everyday consumer concerns
• A real-world activation that creates emotional impact
• A direct connection between environmental and economic consequences

By making the pollinator crisis tangible, the campaign encourages audiences to think differently about the role bees play in food production and daily life.

A Social Impact Campaign With a Clear Message

As debates continue around pesticide use and environmental protection, The Price of a World Without Bees offers a perspective that extends beyond conservation alone.

The campaign suggests that the disappearance of bees is not only an ecological challenge but also a growing threat to food accessibility and household budgets.
For Terre d’Abeilles and TBWA\Paris, the power of the idea lies in its ability to translate a complex issue into something universally understood. A price tag.

Final Takeaway

The Price of a World Without Bees stands out because it transforms a discussion about pollinator decline into a conversation about everyday life.
By turning ordinary fruits and vegetables into premium-priced products, this environmental awareness campaign makes the economic consequences of bee loss impossible to overlook.
It is a simple yet effective reminder that bee conservation, food security and purchasing power are more connected than they may first appear.

Credits
Client: Terre d’Abeilles
Team Leads: Béatrice Robrolle, Camille Bouquet

Creative Agency: TBWA Paris
Team Leads: Matthéo Pressmar, Louison Palatre, Lena Lieuvin
Strategic Planning: Nicolas Orsoni
Executive Creative Director: Faustin Claverie
Creative Directors: Philippe Rachel & Carl Harborg
Art Directors: Pierre Donard & Pierre Reigner
Copywriters: Philippe Rachel & Carl Harborg
Social Media Manager: Théo Lafave
Motion Designers: Paul Fabia & Alois Abelard

Production Company: Else
Film Director: Mehdi Manser
Head of Production: Jennifer Bauche
Producer: Pétronille Desforges
Camera Operato : Jérémie Apavou

Head of Post-Production: Séverine Damolini
Post Producers: Melanie Bernard & Laurent Charon
Editor: Jeremy Medici
Colourist: Thea Guillemot

Sound Production: ELSE
Head of Music and Sound: Olivier Lefebvre
Art Director Music: Ferdinand Huet
Sound Director: Ambroise Cabry
Sound Engineers: Max Labarthe

This campaign is about:
Terre d’Abeilles, TBWA Paris, Environmental Awareness Campaign, Creative Advertising Campaign, Cause Marketing Campaign, Public Interest Campaign, Social Impact Campaign, Experiential Marketing Activation, Bee Conservation, Pollinator Crisis, Food Security, Sustainability, Activation, Consumer Awareness, Sustainability Campaign

At the centre of The match we’ve all been waiting for is a special six-pack containing five bottles of Heineken beer and one bottle of HEINZ Tomato Ketchup. Supported by film, social content and campaign imagery, the collaboration presents the pairing as a relationship that has existed for generations but had never before been made official.

A Collaboration Built on Familiarity

Brand collaborations often focus on bringing together companies from different categories. In this case, the connection already existed long before the campaign launched.

According to HEINZ and Heineken, the brands have shared the same occasions for decades. Whether served at restaurants, enjoyed during live sports, or brought together at gatherings with friends and family, both products have frequently appeared in the same setting.

The campaign takes that everyday reality and gives it a simple narrative. Rather than introducing a new product range or recipe, it presents the partnership itself as the story.

The Match We’ve All Been Waiting For

The campaign name draws from the language of sport, positioning the collaboration as a long-anticipated meeting between two well-known names.

Campaign visuals reinforce that idea through packaging and apparel that combine elements associated with both brands. The limited-edition six-pack merges the distinctive visual identities of HEINZ and Heineken into a single design, while the campaign photography presents the pairing as a team finally coming together.

One of the central creative devices is the contrast between expectation and recognition. Seeing ketchup and beer packaged together may appear unusual at first, yet most consumers are already familiar with the occasions where both products naturally coexist.

The Limited-Edition Six-Pack

At the centre of the HEINZ and Heineken collaboration is a specially designed six-pack available in a limited run.

The pack contains five bottles of Heineken and one bottle of HEINZ Tomato Ketchup. Rather than changing either product, the collaboration focuses on presentation, using packaging to celebrate the connection between the two brands.

The design combines Heineken’s green colour palette with HEINZ’s red-and-white visual identity, creating a pack that is immediately recognisable from both sides of the partnership.

The release arrives during the summer period, a season often associated with outdoor dining, sporting occasions and group gatherings, contexts that align closely with the campaign’s theme of bringing people together.

Two Brands with Shared Cultural Presence

In announcing the collaboration, both companies pointed to the role their brands have played in social occasions over many decades.

Karen Owen, Chief Growth Officer at HEINZ, described the partnership as a natural extension of the moments where consumers have enjoyed both brands together.
Nabil Nasser, Global Head of Heineken Brand, said the collaboration reflects Heineken’s focus on creating connections and celebrating pairings that feel familiar once they come together.

That perspective shapes the campaign’s tone. Instead of presenting the collaboration as a surprise crossover, the creative work treats it as something that consumers already recognise.

The match we’ve all been waiting for is less about introducing a new behaviour and more about acknowledging one that already exists. By packaging that idea into a limited-edition release, the HEINZ and Heineken collaboration turns a long-standing association into the campaign itself.

For more examples of brand storytelling, explore other Film and Video campaigns featured on Campaigns of the World.
 
Credits
Brand: HEINZ and Heineken

This campaign is about:
Advertising Campaign, Creative Campaign, Brand Collaboration, Marketing Campaign, Creative Advertising, Campaign of the Day, Campaign Inspiration, Integrated Marketing, Food Marketing, Beverage Marketing, Packaging Design, Creative Strategy, Brand Partnership, Advertising Inspiration, Creative Work, Campaign Analysis, Global Campaign, Social Media Campaign, Marketing Ideas, Film and Video Campaigns, Heineken Ads.

The programme, led by Westlife Foodworld Ltd, which owns and operates McDonald’s restaurants across West and South India, reinforces a commitment that has defined the brand for three decades: delivering delicious food prepared fresh while maintaining high standards of quality and hygiene.

Food Safety Workshops Reach 12,000 Restaurant Employees

As part of the World Food Safety Week programme, McDonald’s India (West & South) is conducting dedicated food safety workshops across its restaurants, reaching 12,000 restaurant employees across West and South India.

The sessions are designed to refresh and strengthen knowledge of everyday food safety practices, including:

• Safe food handling
• Personal hygiene
• Equipment hygiene
• Prevention of cross-contamination
• Temperature control across the value chain
• Safe storage
• Safe packaging

The workshops form part of the company’s wider effort to reinforce food safety standards across its restaurant operations.
 

 

Supplier Partners Lead Food Safety Seminars

During the week, the company is also inviting supplier partners to lead seminars focused on best practices across the supply chain.

According to the company, these sessions highlight the role of close collaboration in maintaining food safety from sourcing through to the restaurant.

The seminars are part of the broader programme being conducted during World Food Safety Week 2026.

Highlighting Everyday Food Safety Practices

The initiative also brings attention to the food safety systems used across McDonald’s kitchens in West and South India.

These practices include:

• Hair nets and gloves worn at all times
• Antimicrobial hand washes every hour throughout the day
• Separate vegetarian and non-vegetarian stations
• Dedicated utensils and towels for each station
• Carefully maintained equipment temperatures
• A Product Safety Checklist completed three times daily

These measures are part of the company’s approach to maintaining food safety and hygiene standards across its restaurant network.

Commitment to Clean-Label Food

McDonald’s India (West & South) also reaffirmed its commitment to clean-label food.

The company states that its menu items contain:

• No artificial colours
• No artificial flavours
• No added MSG

The commitment remains part of the company’s food quality standards.

Celebrating Trust Through #FanTruth

As part of World Food Safety Week, the brand is also highlighting a customer sentiment through its #FanTruth message:

“My parents trusted McDonald’s. Now I do too.”

The message is being featured as part of the company’s World Food Safety Week activities.

Conclusion

The week-long programme forms part of McDonald’s India (West & South)’s ongoing efforts to reinforce food safety awareness and best practices across its restaurant network and supply chain. ]]> https://campaignsoftheworld.com/creative-print-ads/omo-gratitude-is-good/ Wed, 17 Jun 2026 13:43:22 +0000 https://campaignsoftheworld.com/?p=32658 “Gratitude is Good,” and OMO found a clever way to prove it. For years, the Unilever detergent brand has built its identity around the idea that getting dirty is not just acceptable, but part of a life well lived. “Dirt is Good” is more than a tagline; it’s a belief the brand has carried across decades and markets worldwide. But with its latest global campaign, OMO took a step back and asked a simple question: who deserves the credit for all those stains?

A Platform Built on Stains

OMO has spent years celebrating the messes that come with everyday life. Sauce on a shirt, ice cream on a school uniform, or soup spilled at the dinner table all reinforce the brand’s long-standing belief that dirt is nothing to be afraid of. That consistent positioning has helped OMO become one of the most widely used laundry detergent brands across markets around the world.

But the brand recognised something that most campaigns tend to overlook: none of this would be possible without the products that actually cause those stains. Ketchup, condiments, desserts, everyday food brands — they’re the ones making the mess that OMO exists to clean up.

Why “Gratitude is Good” Works as an Idea

The creative leap here is genuinely smart. Instead of talking about OMO’s cleaning performance or repeating the familiar “Dirt is Good” message, the campaign approaches the idea from a completely different angle. It shifts the spotlight to the brands and products that create those stains in the first place. After all, the messy moments caused by spilled sauces, melting ice creams, and everyday accidents are what make OMO’s brand story possible. By thanking those unexpected contributors, the campaign finds a fresh way to reinforce a long-standing brand platform without feeling repetitive.

There’s genuine wit in this. Acknowledging the products that create your reason to exist is the kind of self-awareness that rarely shows up in advertising, especially from a brand operating at this scale. Campaigns of the World sees it as a smart, well-timed use of the brand’s own heritage — less a new campaign, more a natural extension of a long-running idea.

The Execution: Prints, Billboards, and Real Reactions

MullenLowe UK and MullenLowe SSP3 Colombia brought the campaign to life through print ads and outdoor billboards across four markets: Brazil, Thailand, China, and the UK. Each piece focused on the exact moment another product creates the kind of stain that eventually sends someone reaching for OMO.

The execution is remarkably disciplined. Instead of relying on generic messes or exaggerated spills, the visuals zoom in on familiar products and everyday situations. The thank-you message gives the campaign a playful, self-aware tone that feels fresh while staying true to OMO’s long-standing belief that getting dirty is part of living fully.

What makes the idea even stronger is how it extended beyond the ads themselves. According to The One Club, marketing leaders from some of the featured brands publicly embraced the campaign and jokingly promised to keep contributing more stains for OMO to clean. When a campaign inspires participation from the very brands it references, it’s a strong sign that the idea has resonated far beyond the media placements.

Cross-Market Thinking Without Losing the Local

Rolling out a single creative idea across Brazil, Thailand, China, and the UK is no small challenge. Each market comes with its own cultural nuances, visual cues, and everyday habits. Rather than trying to force a one-size-fits-all approach, the campaign succeeds by building on something universally understood: food stains and the moments that create them.

The thank-you concept is simple enough to travel across borders while remaining flexible enough to feel relevant in each market. Whether it’s a local snack, a family meal, or a familiar product, the core idea stays intact while the execution feels rooted in local culture.

Production was handled by Ochurus and Kohler Studio, while the creative work was led by MullenLowe SSP3 in Bogotá alongside MullenLowe UK. The result is a campaign that maintains a consistent global message without sacrificing local relevance.

What Makes This Worth Noting

Many campaigns promise a fresh take on an established brand platform, but few genuinely find one. “Gratitude is Good” stands out because it doesn’t abandon OMO’s long-running idea or simply repeat it. Instead, it reframes it. By acknowledging the products and moments that create the stains OMO is built to clean, the campaign broadens the conversation in an unexpected way.

What makes the idea work is its balance. It’s playful without feeling gimmicky, and self-aware without losing sight of the brand’s purpose. The campaign manages to reinforce OMO’s core belief while looking at it from a completely different perspective.

For a brand that has been associated with the same platform for decades, finding a new angle that feels natural rather than manufactured is a difficult task. That’s what makes this campaign worth paying attention to. It proves that even the most established brand ideas can still reveal something new when approached with the right creative lens.

Credits
Client: Unilever
Agency: Mullenlowe SSP3 & Mullenlowe UK
Production: Kohler Studio
Chief Executive Officer: Francisco Samper
Global Business Leader: William Dixon
Group Executive Creative Director: Eduardo Sallas
Chief Executive Officer: José Manuel Hoyos
Executive Creative Director: Guillermo Siachoque & Jorge Eliecer Pinto
Art Director: Mario Mendoza & Juanita Cuéllar Vergara
Copywriter: Sebastián Téllez Cárdenas & Sara Paz Bolaños
Planner: Edwin Rubiano Pérez
Business Director: Mateo Londoño, Camila Zuloaga & Joseph Doyle
Senior Account Executive: Verity Evans
Producer: Diego Aguilera & Tiffany Bernal
Producer: Ochurus
Producer: Claudia Guerra
Editor: Ryan Heredia
Client: Andrew Veacock
Vice President: Tati Lindenberg

This campaign is about: OMO, Gratitude is Good, Dirt is Good, Unilever Campaign, MullenLowe SSP3, MullenLowe UK, Global Advertising Campaign, Print Advertising, Outdoor Advertising, Billboard Campaign, Brand Platform, Laundry Detergent Advertising, Creative Advertising, Campaign Strategy, Stain Campaign, Creative Print Ads.

According to the brand, the film crossed 5 million organic views and generated more than 100,000 engagements within 48 hours of launch, sparking discussions and audience interaction across social media.

The Insight Behind the Campaign

The starting point for the campaign came from an observation linked to XYXX’s Invisible Vest. As the brand explained, many men had never really considered visible vest lines in their daily lives.

That seemingly small detail opened the door to a broader cultural insight. Rather than focusing on the product alone, the campaign explores how appearance-related judgments often become normalised over time, to the point where they are no longer questioned.

Instead of presenting that idea directly, the campaign chooses a more engaging route.

My Eyes Are Up Here and the Power of Role Reversal

At the centre of My Eyes Are Up Here is a role-reversal film that imagines a world where men experience scrutiny over visible vest lines in the same way women are often judged for visible bra straps.

The film places this idea into a series of familiar everyday situations. By exaggerating these moments while keeping them recognisable, it invites viewers to look at common social behaviours from a different perspective.

The approach avoids becoming overly instructional. Rather than telling audiences what to think, it allows the situations themselves to carry the message.

The closing line, “My eyes are up here,” serves as the campaign’s final sign-off, bringing the idea together in a concise and memorable way.

A Creative Collaboration Built on Observation

For Vir Saini, the appeal of the project came from its ability to reflect everyday behaviour through a different lens.

He described the film as an honest portrayal of situations that many people encounter without necessarily noticing. That perspective is visible throughout the execution, where the humour is grounded in familiar experiences rather than exaggerated spectacle alone.

The result is a piece of storytelling that remains accessible while still encouraging reflection.

Why the Campaign Works

What makes My Eyes Are Up Here particularly effective is its balance between entertainment and observation.

A few elements stand out:

• It starts with a relatable human behaviour rather than a product claim.
• Humour makes the subject approachable.
• The role-reversal concept helps audiences see a familiar issue differently.
• The storytelling remains light while still prompting reflection.
• Viewers are encouraged to reach their own conclusions.

The audience response reported by XYXX suggests that this balance resonated. Viewers described the film as relatable and thought-provoking, while discussions, shares and engagement helped extend its reach across different audience groups.

A Conversation Hidden in Plain Sight

Petal Gangurde, Chief of Brand and Culture at XYXX, noted that some of the most valuable consumer insights are often found in everyday observations. That thinking appears to shape the entire campaign.

Rather than building its message around a dramatic statement, the film focuses on a behaviour that many people recognise but may not have examined closely. By reframing that behaviour through humour, the campaign creates space for conversation without becoming heavy-handed.

Final Takeaway

My Eyes Are Up Here demonstrates how a simple creative idea can become more impactful when rooted in a genuine observation. Through role reversal, humour and familiar situations, the film encourages audiences to look again at behaviours that often go unquestioned.

For Campaigns of the World, the campaign stands out not because it tries to force a message, but because it trusts viewers to discover it themselves. That restraint, combined with a clear insight and relatable storytelling, is what gives the work its lasting impact.

Watch more Film and Video Campaigns

The intimate wellness brand’s latest global campaign, “Faces,” is built around a simple but striking observation. Football remains one of the few cultural experiences where people openly express anticipation, tension, joy, disbelief, heartbreak, and celebration without hesitation. For a brief moment, emotional restraint disappears and instinct takes over.

That idea sits at the heart of SKYN’s long-standing brand platform, “Feel Everything.”

The Insight Behind “Faces”

Modern life often encourages people to manage emotions, filter reactions, and maintain composure. Sport offers a rare exception.

For ninety minutes and beyond, supporters become completely immersed in the experience. Their reactions are immediate, visible, and shared with those around them. Faces tell the story before words ever do.

According to SKYN, those moments of complete emotional investment closely mirror the feelings experienced during intimacy. Both situations involve vulnerability, anticipation, connection, and emotional release.

The campaign explores that parallel in a way that immediately captures attention.

During and after the game: When Appearances Can Be Deceptive

At first glance, the campaign’s close-up portraits appear intensely intimate.
Eyes are closed. Mouths are open. Breaths seem suspended between anticipation and release.
The initial impression suggests moments of personal intimacy.
The reveal changes everything.

These are not intimate encounters. They are football fans reacting to the emotional highs and lows of the tournament.

Created in partnership with award-winning creative agency L&C, the campaign uses this visual tension to draw attention to the emotional honesty that football can create. The expressions captured are instinctive reactions from supporters who have stopped worrying about how they appear and simply allowed themselves to feel.

The Science Behind Emotional Investment

The campaign also references research that points to the physical impact of football fandom.

A 2026 study published in Scientific Reports found that supporters attending matches in person recorded average heart rates that were 23% higher than those watching elsewhere. During key moments, heart rates exceeded 100 beats per minute.

Researchers described this response as “football fever,” highlighting how deeply emotional experiences can create measurable physical reactions.

For SKYN, those findings reinforce the campaign’s central idea: the strongest human experiences are often both emotional and physical.

Why “Faces” Works

Many tournament-related campaigns focus on teams, rivalries, predictions, or results.

SKYN takes a different route.
Instead of spotlighting competition, the campaign focuses on what happens inside the audience. The tension before a penalty kick. The anticipation of extra time. The eruption of joy after a decisive goal. The heartbreak that follows a missed opportunity.

These are the moments supporters remember long after the final whistle.

By framing football fandom through the lens of emotional expression, “Faces” creates an unexpected connection between sport and intimacy without losing sight of either subject.

During and after the game, Feeling Everything Becomes the Story

The campaign will run globally across social, connected TV, and digital platforms throughout the tournament.

What makes “Faces” memorable is its ability to find a human truth that exists beyond football itself. The campaign suggests that some of life’s most meaningful experiences are the ones where people stop performing, stop filtering, and simply react.

Whether that moment comes through sport, culture, or intimate connection, the emotions that stay with people are often the ones they never planned to show.

And that is exactly what SKYN chooses to celebrate.

Credits
Brand: SKYN
CEO: Laurent Faracci
CGO: Gregory Chabidon
VP Global Marketing & Innovation: Marta Toth
Sr. Global Brand Manager: Michele Martinelli

Advertising Agency: L&C
Chief Creative Officers: Rolando Cordova / Gian Carlo Lanfranco
Executive Creative Director: Bruno Franchino
Associate Creative Directors: Juliana Laborde / Sarah Knutson
Managing Director: Gino Cochella
Account Director: Cesar Bellido
Junior Art Director: Lucciana Bedoya
Executive Producer: Paul Cordova

Production Company: Fertil
Director: Santiago Chavez
Executive Producer: Tarek Kahhat

This campaign is about:
SKYN Condoms, FIFA 2026, 2026 FIFA World Cup Ads, Condom Ads, SKYN Faces Campaign, Football Marketing, Sports Advertising, Creative Campaign, Emotional Storytelling, Intimate Wellness, L&C Agency, Global Campaign, Brand Strategy.

At its core, the initiative serves as a tribute to the countless moments the brand has shared with its customers over three decades. The central theme focuses on a simple truth: visiting the restaurant is less about the specific occasion and more about the genuine feeling of being together.

Redefining the Indian Family Dynamics

The campaign, conceptualized by McCann India 4, deliberately expands the traditional definition of family. Instead of limiting the concept to biological relationships, the creative strategy embraces the diverse social circles that define modern India. This includes friends, colleagues, communities, and chosen circles—essentially anyone who brings a sense of warmth and belonging.

A major highlight of the campaign is a vibrant brand anthem written by the renowned writer and lyricist Prasoon Joshi, Chairman of Omnicom Advertising India. The lyrics lean into culturally rooted, everyday interactions to show how ordinary meet-ups turn into meaningful connections. The narrative spans multiple generations, connecting people who grew up with the brand while welcoming a newer audience to create their own memories.

Capturing Real, Lived Experiences

The execution of the campaign draws heavily from a tapestry of relatable Indian scenarios. It positions the restaurants not just as dining destinations for planned outings, but as casual, everyday social spaces where people connect without formality.

The storytelling highlights familiar moments that resonate with the Indian consumer base, such as:

• Sharing a truly Indian McAloo Tikki after school hours.
• Late-night drives that end at a drive-thru window.
• Post-exam celebrations and nervous first dates.
• Bustling birthday parties and quick office lunch runs.

Leadership Perspectives on the Initiative

The leadership team behind the campaign emphasizes the importance of inclusivity and evolving cultural values in India.

Akshay Jatia, CEO of Westlife Foodworld, noted that the brand has grown alongside the country for 30 years. He explained that the campaign celebrates a more inclusive definition of family, reflecting how modern India comes together, while ensuring the brand remains a place where everyone feels they belong.

Prasoon Joshi shared insights into the nuance of Indian relationships, stating that family extends to the people who stand by us, share laughs, and accept us as we are. He noted that over three decades, the restaurant has naturally become a space where these bonds come alive.

Rahul Mathew, Chief Creative Officer at McCann India, added that while the brand has always hosted families, the definition of a family has shifted. He emphasized the desire to celebrate all types of families—including those built on shared passions or roles in our lives—and invite them to share space together.

Strategic Rollout and Execution

The campaign is built on a digital-first amplification strategy. Audiences will experience the narrative across digital platforms as well as through dedicated in-store experiences.

As the brand approaches its thirty-year mark in the country, the creative direction sets a clear tone for its next chapter. It builds on a long-standing legacy while staying closely aligned with how people live, interact, and build communities today.

Our Take on the Campaign

At Campaigns of the World, we appreciate work that taps into genuine human behavior rather than manufactured sentiment. This campaign succeeds because it mirrors a shift in how society views relationships. By moving away from rigid, traditional family tropes and acknowledging chosen families, like coworkers and friend groups, the brand stays modern without losing its nostalgia. This marks a sharp evolution from their functional McDonald’s print campaign work focused entirely on policy shifts.

The decision to anchor the creative work on a culturally rooted anthem by Prasoon Joshi grounds the strategy in authenticity. It highlights real, unpretentious moments that everyday consumers recognize, making the communication feel earned rather than forced.

Credits
Agency: McCann India
Campaign: Let’s Family at McD
Team: McCann India 4 – Prasoon Joshi, Aditya Kanthy, Rahul Mathew, Siddhesh Khatavkar, Harshada Menon
Sourabh Dubey, Ankit Pathak, Maruthi S, Ashwini Mishra, Senorika Rajeev, SoumyadeepPurkayashta, Fatema Morbiwala, Omkar Bambaras, Akshay Jadhav, Akash Patel, Bibian Stani, Gaurav Mhatre, Thevar Subbiah, Kaustubh Lunge, Monideepa Nandi, Sonia Kumar, Barkha Bisht, Suyash Pandey, Shweta Goyal, Shashank Lanjekar, Ashna Shah, Roshni Punjabi, Aayush Singh, Jay Gaikwad, Varchas Sinha, Tanushree Kagal
Production House: Oink Production, Shirsha Thakurta, Ramya Rao
Music: Prasoon Joshi & Vishal Khurana K

This campaign is about:
McDonald’s India, Westlife Foodworld, McCann India, Prasoon Joshi, Brand Campaign, Indian Advertising, Marketing Campaign, Food Marketing, Let’s Family at McD.

Why Brand Impersonation Is So Effective

Modern impersonation attacks rarely look crude. Fraudsters meticulously copy corporate branding and email design. They skillfully mimic website layouts and even the communication style of company representatives. That’s why, in many cases, it’s hard for users to tell the difference between genuine communication and a fake. What’s particularly dangerous is that attackers often run their schemes alongside real advertising campaigns. When a brand is running a promo or actively selling a new product, consumers expect to receive messages from the company. It is precisely at this moment that fake messages, emails, or calls have the greatest chance to succeed.

The foundation of success—human trust
Unlike technical attacks, brand impersonation primarily exploits human psychology. When a message looks familiar and appears to come from a well-known company, users are less likely to verify the details. Therefore, even the best advertising campaign can inadvertently create extra opportunities for scammers if the audience doesn’t know how to spot fake messages.

Consumer education as a brand protection measure
Brands can no longer rely solely on the power of marketing to sustain audience trust. They also need to teach customers to spot fraudulent attempts disguised as official communications. As cyber threats become ever more sophisticated, resources that explain warning signs across email and phone calls are invaluable. Such resources, including Moonlock, are among the most helpful in alerting people to unusual requests for personal data and the suspicious urgency of messages. They also emphasize the need to be vigilant to spot discrepancies in sender addresses. Special attention is given to the methods scammers use to trick people into acting without verifying the information. These are the very signs that often accompany spoofing and other forms of impersonation.

How companies can help their audience
Today’s most effective companies not only respond to incidents but also proactively explain to customers which channels they use for official purposes. Many brands regularly remind customers that they never ask for passwords, verification codes, or payment details via email or phone calls. This approach lowers the risk of fraud and simultaneously strengthens trust in legitimate communications with the company.
 

 

Impersonation and the Undermining of Marketing Campaign Effectiveness

1. Rising costs for security and scam prevention.
Today, companies are forced to invest not only in marketing but also in protecting their digital identity. The following actions become an essential part of business strategy:

• Monitoring of counterfeit domains,
• Detection of fake support pages,
• Implementation of authentication mechanisms
• Scam prevention programs.

2. Reputational damage often exceeds direct financial losses.
When a customer falls victim to fraud through a fake website or an email claiming to be from a well-known brand, the customer’s initial emotional reaction is often directed at the company itself, rather than the perpetrator. Even if the brand has no connection to the incident, trust levels can drop dramatically. For marketing teams, this creates a serious problem. Users are less likely to open official newsletters and engage less actively with the brand.
 

 

Conclusion

Brand impersonation has become a systemic threat to marketing, customer experience, and corporate reputation. The more successful a brand is and the larger its campaign, the more attractive a target it becomes for scammers. In today’s digital environment, trust is no longer just the result of successful marketing. It also depends on a company’s capacity to protect its customers, explain risks, and help people recognize the signs of deception. So even when a major campaign attracts the attention not only of the audience but also of malicious actors, a company can maintain customer trust by combining a strong brand, transparent communication, and a constant focus on security.

The initiative set out to find a more effective way to address concerns and help reduce hesitation among the public.

The Insight Behind the Campaign

The strategy was built around a familiar behavior. When people are uncertain about a decision, they often look for reviews and experiences from others before making up their minds.

Drawing from this insight, the campaign used first-hand stories from vaccinated individuals to provide reassurance around common concerns related to the Covid-19 vaccine.

Rather than relying solely on official information, the campaign introduced personal experiences into the conversation.

Turning Experiences Into Reviews

To develop the idea, trending fears and concerns about vaccination were mapped against credible first-hand accounts from people who had already received the vaccine.

These stories were transformed into what the campaign described as the first-ever reviews of the Covid-19 vaccine.

Different individuals addressed different concerns:

• Caregivers shared experiences related to vaccine availability.
• Breadwinners spoke about side effects.
• Seniors expressed their excitement about seeing grandchildren again.
• Parents addressed questions around safety.

The reviews were delivered contextually so that audiences received stories that reflected concerns relevant to them.

How Reviews of Hope Continued to Evolve

As data revealed new fears and questions about vaccination, additional Reviews of Hope were created to respond to those concerns.

This allowed the campaign to continue building a collection of first-hand experiences that reflected the topics people were actively searching for and discussing.

The approach connected search insights with personal stories, helping ensure that the reviews remained relevant to the audience.

Why the Campaign Stands Out

One of the notable aspects of the campaign is the way it applied a familiar review format to a public health challenge.

By drawing on a behavior commonly associated with decision-making, the campaign used personal experiences to address questions around vaccine availability, side effects, safety, and family connections.

The idea was also informed by ongoing search data, allowing the campaign to continue creating new reviews as concerns emerged.

Results

The impact of Reviews of Hope was reflected in both search behaviour and vaccination sentiment.
According to the campaign:

• Positive perception of vaccination increased by 8.6%.
• Google Search data showed a reduction in misinformation-related activity.
• Vaccination rates in Indonesia increased during the campaign period.
• The campaign reached 260 million people over four months across digital and television broadcasting.
• Brand trustworthiness increased by an average of 5% across Indonesia.

Final Thoughts

Reviews of Hope took a familiar consumer behaviour and applied it to a public health issue. By pairing search insights with first-hand experiences from vaccinated individuals, the campaign created a format designed to address concerns through relatable stories.

The work demonstrates how audience behaviour, data, and personal experiences can be combined to support communication efforts around an important public health initiative.

Credits
Brand: Google
Campaign: Reviews of Hope
Advertising Agency: Toaster, Singapore
Media Distribution Company: Essence SEA
Art Director: Vincent Tanara
Associate Creative Director: Adryanto Santosa & Manisha Sharma
Creative Director: Meyvi Wedelia
Executive Creative Director: Vinod Savio
Senior Art Director: Prayudha Bimo Aryotejo
Senior Copywriter: Satria Partala Pamungkas
Senior Motion Graphics Designer: Mujib Jamin
Account Director: Chi Nguyen
Brand & Creative Lead – SEA: Mira Sumanti
Head of Brand Marketing, SEA & India: Samit Malkani
Head of Consumer Apps Marketing: Fida Heyder
Multimedia Designer: Aung Cho Zan
Product Marketing Manager: Renita Pusparini

Created for BFGoodrich Indonesia, the campaign turns the tread patterns of the brand’s tires into custom typography and uses them to share messages collected directly from its community. The result is a print campaign that connects the idea of moving forward on the road with moving forward in life.
 

 

 

 

 

 

 

 

Bold Typography Built From Tire Treads

Life is often described as a journey, and that idea sits at the centre of The Tire Quotes. The campaign draws a parallel between the challenges people face in everyday life and the ups and downs of a long road trip.

BFGoodrich focused on adults between the ages of 30 and 40, a period when ambitions can evolve and progress may not always feel straightforward. Instead of addressing those experiences with conventional motivational messaging, the brand found a way to express them through one of its most recognisable product features.

The tread patterns of the Advantage Touring T/A and g-Force Phenom T/A tires became the building blocks of a custom typeface. Letters and words were shaped from the tire designs, turning a functional product detail into a visual storytelling tool.

The execution feels closely connected to the brand. Even without a product shot, the tire remains present throughout the campaign, woven directly into every message.

Words From the Community

The campaign was not built around agency-written copy.

BFGoodrich invited people on Instagram and at brand events to answer a simple question: “What quote best describes your journey?” The responses reflected different experiences, personal goals, setbacks and moments of encouragement.

After reviewing the submissions, the brand selected and shared 20 quotes that became part of the campaign. The messages were then presented using the custom typography inspired by BFGoodrich tire treads.

This approach gave the work a more personal quality. Rather than speaking to the audience, the campaign allowed the audience to speak for itself.

Making the Product Part of the Message

Many automotive campaigns place the product beside the message. Here, the product became the message.

The typography itself was created from the tread patterns of BFGoodrich’s Advantage Touring T/A and g-Force Phenom T/A tires, allowing the brand to stay visible without relying on traditional product photography or sales-driven copy.

That decision helps the campaign stand apart. The creative idea could not easily be separated from the product because the product is embedded within every execution.

For BFGoodrich, which positions itself as “The Master of Indonesian Roads,” the concept also reinforces the role its tires play in everyday journeys. The campaign keeps the focus on people while ensuring the brand remains part of the conversation.

A Creative Way to Build Awareness

The Tire Quotes was developed to increase awareness of BFGoodrich’s on-road tire category in Indonesia. Rather than leading with specifications or performance claims, the campaign focuses on a more human insight: everyone needs encouragement from time to time.

By combining community participation with product-inspired design, BFGoodrich found a way to create awareness without feeling promotional. The messages carry emotional relevance, while the typography keeps the connection to the brand clear.

The campaign also demonstrates how existing product elements can be reinterpreted creatively. A tire tread, normally associated with traction and performance, becomes a medium for communication.

The Road Continues

The Tire Quotes works because the idea remains simple and closely tied to the product. The tire tread is visible in every execution, but the attention stays on the people behind the words.

For BFGoodrich, that balance helps position the brand as more than a manufacturer of tires. It becomes part of a broader conversation about progress, persistence and the long road that most journeys require.

Credits
Agency: Lup Jakarta

Executive Creative Director: Albert Chan
Business Director: Ahmad Syakbani
Creative Director: Irfan Zayanto
Account Director: Ika N. Wulan
Head of Digital: Demas Kevin
Account Manager: Annisa Amadea Islamey
Creative Group Head: Fashan Armia
Sr. Art Director: Gabriel Pelupessy, Kevinjune H.
Copywriter: Tika Siagian
Sr. Graphic Designer: Anggun Rahmawati, Mevlevi Rumi
Digital Strategist: Marsya Yasmina
Social Media Executive: Recht Wiloamin
Editor: Ahmad Rasyid

This campaign is about:
BFGoodrich, The Tire Quotes, BFGoodrich Indonesia, Creative Print Ads, Print Campaign, Typography Design, Custom Typography, Tire Tread Design, Automotive Advertising, Motivational Campaign, Brand Awareness Campaign, Visual Storytelling, Automotive Marketing.

There is also less reason to overlook audio than there was in the past. Producing clean, professional-quality sound no longer requires an expensive studio booking. A set of clip-on wireless microphones and a reasonably quiet room can deliver excellent results for many content teams. Anyone working in marketing, advertising or content creation should be paying closer attention to audio than they probably are today.

Why Sound Does the Heavy Lifting

Our ears and eyes process information differently. Sound tends to connect with emotion quickly and often stays in memory longer than an image. Most people have experienced hearing an old jingle and immediately being reminded of a specific time, place or feeling. Audio creates associations that can be surprisingly powerful.

Think about how little it takes. The three NBC chimes. Intel’s five-note “bong.” THX’s Deep Note before a film. McDonald’s “ba da ba ba ba.” None of these need a logo on screen. Most people recognise them instantly. They have lasted because they are simple, consistent and tied to a feeling rather than a sales message.

People encounter thousands of brand messages every day. In that environment, having a sound that is unmistakably yours can be one of the simplest ways to stay memorable.

The rise of audio-first platforms has made this even more important. Whether someone is listening to a podcast, using a smart speaker or streaming music, there is no headline or visual to support the message. The brand has to connect through sound alone. That challenge forces marketers back to the basics: a clear story, a genuine voice and a tone that feels authentic.

The Craft Behind a Brand’s Sound

Good audio branding is built through a series of deliberate choices. The first question is often the most important: what should this brand sound like?

Should it feel warm and handcrafted, or precise and engineered? Should it rely on music, voice, ambient sound or a combination of all three? When that foundation is wrong, everything that follows tends to feel out of place.

Many successful campaigns use music to establish personality. The right track can communicate mood and character within seconds. The mistake is chasing trends simply because they are popular. Audiences are quick to recognise when a brand is borrowing someone else’s idea of relevance.

The strongest campaigns tend to use music that feels natural to the brand itself. Remove the track and something important would be missing.

Voice is just as important. It does much more than deliver information. Accent, pacing and delivery all shape how a message is received. Small details often have a bigger impact than people realise.

A challenger brand trying to connect with younger audiences may benefit from a relaxed and conversational voice. A heritage watchmaker will likely want something more measured and confident. The script may be identical, but the impression it creates can be completely different.

Making Something People Actually Remember

The campaigns people remember usually combine three things: repetition, distinctiveness and emotional connection.

A simple musical phrase used consistently across a TV spot, a pre-roll and a store playlist gradually becomes familiar. Over time, people begin to recognise it without consciously thinking about why. The same can happen with a distinctive sound effect that becomes associated with a particular brand.

Layering also plays an important role. A well-designed soundscape combines music, voice, room tone and silence in a way that creates depth and atmosphere.

Silence is often overlooked.

Many advertisers feel the need to fill every second with sound. In practice, a well-placed pause can make the next line more effective. Constant noise tends to blur together. Moments of silence give listeners time to absorb what they have heard.
The best audio knows when to step forward and when to stay out of the way.

The Same Sound, Different Rooms

The role of audio changes depending on where an advertisement appears.

In film and television, sound works alongside visuals. It can reinforce what is happening on screen, create contrast or help shape an emotional response.

Radio and podcasts require a different approach. Without visuals, the sound carries the entire message. Writing becomes more important. Performance becomes more important. Every sonic choice has to work harder.

Digital platforms present their own challenges. A social video may autoplay with the sound on or off depending on a user’s settings. That means the message needs to work visually while still offering something extra for people who choose to listen.
The strongest digital campaigns manage both.

Out-of-home advertising rarely includes audio, although some brands have experimented with location-triggered sound delivered through mobile devices near a poster or installation. When done well, it can create a seamless link between physical and digital experiences.

Where Craft Meets the Gear

Strong creative ideas can still be undermined by poor audio. A muddy voiceover or a noisy recording can weaken even the best concept. At the same time, flawless technical quality cannot save a weak idea.

The technical side should support the creative idea, not distract from it.
Equipment has become more affordable, which has made quality audio production accessible to more teams. What has not changed is the importance of getting the details right.

Microphone placement matters. Room acoustics matter. Compression settings matter. Final mix levels matter. When those details are handled well, the result feels polished and intentional. When they are not, audiences often notice something feels off, even if they cannot identify the exact reason.

Music brings another decision. A licensed track provides immediate recognition and an established mood. An original composition gives a brand something unique that competitors cannot use.

Both approaches have advantages.

Many successful campaigns find a balance by using music created specifically for the brand while still keeping it contemporary enough to connect with current audiences.

Why Audio Deserves a Seat at the Creative Table

For years, audio sat behind the visuals in most advertising discussions. That is becoming harder to justify.

As brands compete for attention across more platforms, sound has become one of the most effective ways to build recognition and stay memorable. A distinctive sonic identity can do a job that logos and taglines sometimes struggle to do on their own.

The campaigns that people remember rarely leave audio until the final stage. They treat it as part of the idea from day one. More often than not, that is what separates forgettable work from the campaigns that stay with people long after they have seen them.