The truth is, Heinz is ketchup. Rethink needed to find a way to prove this. To uncover this implicit association, it conducted a social experiment ‘Heinz Draw Ketchup’ with participants from 18 countries, anonymously asking a group of people to draw ketchup simply. The result? The quality of the drawings ranged, but they all had something in common: when they drew ketchup, they drew Heinz.
 

 
Heinz has taken the best (or in some cases the worst) drawings and featured them in a new video that’s circulating online. Those labels will also be featured on a limited-release run of Heinz bottles and on digital billboards.
 

 
“Consumers love the unmistakable taste of Heinz, and people around the world give credit to Heinz Ketchup as the original and only option out there,” says Daniel Gotlib, associate director of brand building and innovation at Kraft Heinz Canada. “We wanted to uncover that instinctual and intuitive association consumers have between ketchup and Heinz. When we anonymously asked consumers to draw ketchup, we learned that when people think ketchup, they think and visualise Heinz – everything from our deep red colour and unique name to the keystone label and, of course, our iconic glass bottle.”

Credits
Agency: Rethink
Campaign: Heinz Draw Ketchup
Client: Kraft Heinz, Canada
Product: Heinz Ketchup
Production: R+D Productions / Toronto
Tags: The Kraft Heinz Company, Heinz Tomato Ketchup, Digital Billboards, Artwork, Best Experiential Campaign

How it works

Step1. Participation instruction was announced on Facebook and Instagram
Step2. Messages in handwritten notes, direct messages, GIPHY stickers, and AR selfies came through
Step3. Those messages were safely printed on to the Cheering Bandages
Stpe4. A total of 400,000 Cheering Bandages were delivered to healthcare workers nationwide
 
The instructions for participating in the campaign were announced through Facebook and Instagram. Thousands of handwritten messages, Direct messages, and AR selfies came in, resulting in 40,0000 cheering bandages being produced from 1,530 cheer messages. The campaign took 17 days and got a huge social media appraisal as the campaign video received over 4.1 million views and 16,000 likes and comments.
 

Credits
Client: Facebook
Campaign:
Advertising Agency: Innocean Worldwide, Seoul, Korea

Credits
Advertising Agency: Publicis Colombia, Bogotá, Colombia

This campaign is about:
National Sneakers Day, Falabella SneakerShiners, Experiential campaign, Outdoor, Marketing, Advertising

Renault has helped create the first 100% electric town by giving every household in the town of Appy in the Ariege region of France a New ZOE to experience for three years in a pioneering new scheme to prove electric mobility can be suitable for all.

However, it’s not as straightforward as it first appears. Appy, situated in the Ariege region in the south of France, is one of the most isolated towns in the country. That shouldn’t be an obstacle though, as the New ZOE’s 245-mile range and broad charging capabilities will help demonstrate that it’s easier than ever to move to electric vehicles and that it’s not just the reserve of those living in urban areas.
With New ZOE’s strong sales climbing since its introduction earlier in 2020 and with more than 100,000 models on the road across Europe, it’s already proving to be a hit among a range of buyers. In the remote rural town of Appy, all households receiving a New ZOE will be provided with a home charger – just like all customers in the UK – and there will be a public charger for the town. When plugged into a DC charger, the New ZOE’s 52kWh battery can be charged to 90 miles of range in just 30 minutes.

Appy residents will run the ZOEs for three years, sharing their impressions and experiences with Renault, in a first-time scheme that will likely inform and help understand the way customers interact with and use electric vehicles for daily use. If the inhabitants of one of the country’s most isolated towns can adopt an electric way of life, it’ll prove that everyone can. That also means the myths around buying and running an electric car can be dispelled once and for all.

With the electric vehicle market tripling in the first quarter of 2020, there’s no better time to switch to electric, and the new Renault ZOE delivers an impressive 245-mile range, the latest infotainment technology and DC fast-charging capability, the result of being at the forefront of the electric car market and innovation for the last eight years.

The New ZOE is the culmination of those eight years of EV success, winning multiple awards despite only being on sale for a matter of months, with healthy order banks bucking the trend of the broader market.

Appy residents – along with regular ZOE owners – will be benefitting from a range of advanced features that come as standard on one of the New ZOE’s several attractive trim levels. This includes recycled seat material on selected models, a 10-inch TFT Drivers Instrument Display, intuitive EasyLink touchscreen infotainment systems in a range of screen options up to 9.3 inches in size, and a suite of Advanced Driver Assistance Systems to ensure driving a ZOE is as comfortable and safe as possible.

It’s never been easier to buy a New ZOE. With the Renault Virtual Showroom, customers can research their purchase from the comfort of their home via a one-to-one appointment with a Renault guru. At the same time, the Online Stock Reservation tool enables potential buyers to browse a range of New ZOE models available to drive away in a matter of days. Finally, the Remote eSign Portal enables swift and easy finance agreements and signing, again, all from the comfort of home.

Available online and in Renault retailers, the New ZOE is available until the 30th September with £1,000 off as part of its Switch incentive, meaning the ZOE i Play R110 Z.E.50 can be yours for as little as £279 per month with a £2,250 customer deposit on a 2-year 0% APR PCP plan.

All New ZOE models also come with a free home wallbox for faster home charging, 5-year, 100,000-mile warranty including three years’ roadside assistance and 8-year, 100,000-mile warranty on the battery.

Source

Credits
Brand: Renault
Product: Renault Zoe
Advertising Agency: Publicis Conseil, Paris, France
President overseeing the creativity: Marco Venturelli
Executive Creative Director: Marcelo Vergara
Copywriter: Guillaume Sabbagh, Corentin Salignat
Art Direction : Corentin Salignat, Guillaume Sabbagh, Marine Badel
Account Director: Guillaume Foskolos
Account Managers: Gaëlle Morvan, Laurent Enet, Margot Zandonella
Strategic Planning: Didier Tavares
Digital Manager : Jérôme Goldman, Laura Ceylan
TV Producer: Nelly Cohen
Process Manager: Claire Diot
Director: Emmanuel Le Ber
Chief Operator/DOP: Emmanuel Bernard
Production Company: BIG
Producer: Pierre Rambaldi
Production Director: Nicolas Avram
Post-Production Director: Natacha Dolard
Account Director: Vincent Renonciat
Managing Director Fuse France: Bertrand Nadeau
Account Manager: Barbara Fleury

This campaign is about:
Publicis, France, Renault, Automotive, Wallbox, Smart electric car charging stations, Electric car chargers, Electric vehicle, Electric Car, OOH, Marketing, Direct Marketing, Experiential campaign, Electric vehicle village, Appy

Capitalizing on the popular ‘fail’ Internet trend, this campaign launched with several billboards in the downtown Denver area featuring one big ‘typo’. Rather than offering ‘unlimited messages, minutes, and data’, these Visible billboards promised consumers’ unlimited massages, minutes, and data’. We leveraged several influencers to jumpstart the conversation around this #adfail on social. As conversation increased, our community management team engaged with consumers to remind them that, at Visible, what you see is what you get – even if that means unlimited massages. Accordingly, the stunt culminated in a highly attended in-person ‘unlimited massages’ event two weeks later at the heavily foot-trafficked Union Station in the heart of Denver.

This campaign is about:
Visible, Outdoor Campaign, OOH, Billboard, Experiential campaign, Marketing campaign

This jarring disparity felt by women artists inspired action from LIFEWTR, a brand who believes “art is as essential to life as water.” They began by showcasing new works from “Women in Art” on 20 million LIFEWTR bottles.

Then they created “new galleries” for women by turning media spaces into an “Open Gallery”, featuring #ArtByAWoman. They launched in Lincoln Center, NYC, with a 60-foot gallery wall. This live event painted a world where half of the world’s art “went missing”— revealing a live show and work from emerging female artists.

Next, they shared the event film to raise visibility and invited everyone to share #ArtByAWoman. Thousands of artworks were shared on social, so they turned @LIFEWTR (Instagram) into a digital Open Gallery.

Finally, they transformed some of the most high profile OOH spaces (Times Square, World Trade Center, Wrigley Field) into an Open Gallery of #ArtByAWoman.

Result
Open Gallery surpassed all expectations and drove the outcomes of increased awareness and conversation around the issue. #ArtByAWomen was mentioned around 8,000 times on Instagram and Twitter during the campaign period. The hashtag that was virtually unused before the start has become a true ‘Open Gallery’ for celebrating women’s art. The hashtag is still used dozens of times per day, with the current total number of women’s artworks reaching over 17,000, creating a thriving conversation. The video and social content sparked an exchange of ideas and debate, where people supported the movement from others who disagreed about the impact.

#ArtByAWoman drove results for LIFEWTR, helping prove that a brand can drive both purpose and business objectives. The campaign contributed to one of the most massive increases in brand awareness for LIFEWTR in 2017, 3% overall and 9% amongst millennials. In its first year alone, LIFEWTR became a $200MM brand – the fastest growing water brand in the category.

Credits
Advertising Agency: R/GA, Chicago, USA

This campaign is about:
Experiential campaign, Non-Alcoholic Drinks, LIFEWTR, #ArtByAWoman, Outdoor campaign, OOH, Artist

There is a monopoly on recycling in Spain. The system does not contemplate incentives and deems it to be an obligation of citizens. For the first time in our country, a brand rewarded user who recycled plastic containers and raised awareness in the process. In a public car park located in the tourist destination of Sanxenxo, Pontevedra (Spain), we installed a unique device where parking time was paid for by recycling plastic containers. During some beautiful beach-going days, users could park their cars right next to the beach in a pay and display car park, but with the bonus that they could pay for their parking time by recycling plastic containers. Hyundai, a brand that works to make its vehicles more environmentally friendly, created Eco parking. This action in a public space raised awareness about caring for and respecting our beaches and oceans. In a matter of days, in a single-car park, we managed to recycle the amount of plastic waste produced by 25 people annually. In a country with 7,268 km of coastline, imagine what we could achieve.

Credits
Advertising Agency: Havas PR, Madrid, Spain
Chief Creative Officer: Jesús Lada
Creative Director: Fernando Zurita
Copywriter: David Díaz Carretero
Art Director: Elisa Sánchez
Account Manager: Rosa Galera
Account Executive: Ana Moraleja
Head of Production: Raquel Pérez Navas
Producer: Alba Somoza
Editor: Jorge Montero
Production Company: Tact Studio
Social Media: Santiago Guzzo

Tags:
Experiential campaign, Spain, Automotive Campaign, Hyundai, Havas, Hyundai Eco Parking, Awareness campaign, OOH, Plastic pollution, Ocean Pollution

For hundred of years, women of Ghuddirdanga, a remote village situated in Satkhira District- Bangladesh, had been fighting against the “Mohajons” (intermediaries) for the right price of their produced goods. Moreover, they were struggling to get the expected outcome compared to their efforts due to the lack of proper knowledge regarding modern farming methods. A local entrepreneur came forward to solve the problems of this women and started collecting dairy products from these women for his dairy shop at right price. To strengthen this initiative, Shwapno, the largest retail chain of Bangladesh, has undertaken a great project with the help of USAID where an expert trains these Ghuddirdanga’s women how to farm, milk, preserve, transport and sell in a hygienic and appropriate method. Because of this project, the women now know the details of modern farming and their overall milk production been increased significantly. This collaboration does not end here, Shwapno has decided to distribute dairy products, made from the raw milk provided by Ghuddirdanga, through its numerous outlets under the “SHUDDHO” brand. Finally the incredible women of this locality rightfully received what they deserved and furthermore.

Credits
Campaign: Shwapno-USAID Satkhira Project
Production: Shwapno in-house
Concept: Mahadi Faisal
Direction: Eman Khan
Creative Direction: Fahin Arafin
Cinematography: Ahad Jibon, Eman Khan
Script: Mohammad Anisul Islam, Eman Khan
Editing: Fahin Arafin
Post supervision: Tahsin Hossen
Color: K M Atiqur Rahman
Sound: Obaidul Loban
Music credit: Procus Sound
Voice Over: Sagar Prakash Sen
Subtitle: Shehzad Majid
Production design: Md Salah Uddin
Production Manager: Mor Shed Alam
Special Thanks: Kamrul Islam Mamon

Tags:
Ghuddirdanga, Satkhira, Experiential campaign, Bangladesh, Public Interest, NGO, Shwapno, USAID, Feed The Future, Hunger, Shwapno-USAID Satkhira Project, Outdoor, Shwapno-USAID Satkhira Project

This is how it works. Special decibel meters were connected to traffic signals across the island city. When the decibel exceeded a dangerous 85dB, the signal timer would reset itself… forcing the people to wait longer at the signal! Thus ‘punishing’ them for their impatience with the message, honk more, wait more!

“Honking is bad habit and an act of traffic indiscipline. Unfortunately, many Mumbaikars indulge in reckless honking. Honking causes noise pollution, hurts the eardrums, increases heart rate, creates traffic confusion and causes stress. Unnecessary honking is a menace which everyone recognizes but does little to curb. This small experiment is one of many attempts by Mumbai Police to create better road discipline in Mumbai. Hopefully, it will encourage Mumbaikars to honk less, and create a noise-free and stress-free commute,” said Mr. Madhukar Pandey, Jt. Commissioner of Police (Traffic), Mumbai Police.

As a part of the campaign, the first leg of activation was tested in Mumbai at important junctions that are most prone to heavy traffic such as CSMT, Marine Drive, Peddar Road, Hindmata and Bandra. And the film gives one glimpses of the confused honking Mumbaikars who honked, waited, honked and learnt it the hard way, that honking is not the way out.

Shedding light on the creative idea, Robby Mathew, Chief Creative Officer, FCB Interface, said, “Sometimes, the stick works better than the carrot. And a signal that gave us a gentle rap on the knuckles for honking unnecessarily, seemed like a good idea to me.”

Adding, Rohit Ohri, Group Chairman and CEO FCB Group, said, “We have been partnering Mumbai Police for many years now. Noise pollution is a big problem in our cities. This new initiative is a fantastic creative solution for bringing about awareness and a behavior change amongst the drivers in Mumbai.”

Credits
Advertiser: Mumbai Traffic Police
Campaign: The Punishing Signal
Advertising Agency: FCB Interface, India

Tags:
Mumbai Police, Mumbai Traffic Police, The Punishing Signal, Honk Responsibly, Traffic Signals, Experiential Campaign, India Public Interest, NGO, FCB, Outdoor, OOH, FCB Interface, India, Honking

The execution
Our team worked with a neuroscientist to build an EEG-integrated race helmet that uses sensors to measure electrical activity in the driver’s brain, specifically activity associated with cognitive functions like memory, attention, speed of processing, and fatigue. It helps drivers improve their mental performance, which in turn helps improve their physical performance.

The helmet was a complicated exercise in iterative product design, neuroscience, machine learning, and data analysis. It culminated in a live test around the track that was a massive success. We gained real-time and retrospective bio-metric insight into a driver’s brain performance as he drove—an unprecedented feat.
Successfully measuring driver brain data was huge, because this advanced technology has the potential to help drivers become faster, better racers. It will help them get the most out of their abilities and push their performances to the next level. The findings from the helmet can also pioneer new techniques into mental performance, both on and off the track.

A viable proof of concept that has the potential to become a real product used by drivers all over the world.

The results
The first time we went out on a rally track with driver Gus Greensmith and realized we could actually collect brain data (and that he was genuinely interested in the project) was a real high.
We created a viable proof of concept that has the potential to become a real product used by drivers all over the world. It’s not on racetracks yet, as it’s not yet certified by the FIA (Fédération Internationale de l’Automobile, or International Automobile Association). But we’re proud to put our name on this cutting-edge technology with Ford.

Tags:
The Psychology of Performance, Ford Performance, Fédération Internationale de l’Automobile, Gus Greensmith, Electroencephalography, ECG, Ford ECG Helmet, AI, Data Visualisation, Innovation, Product Design, Artificial intelligence, Machine Learning, Mindshare, Ford, Automotive Campaigns, Unit9, Red Bull, Sports, King’s College London, International Automobile Association, Experiential Campaign

Credits
Advertising School: Complot Escuela de Creativos, Barcelona, Spain
Copywriter: Gal·la Basora Santín
Copywriter: Joan Martínez Ramos
Art Director: Marc Morales Faura

Tags:
Experiential Campaign, Spain, Food, Burger King, The Whooopper, Halloween Campaign, Halloween Ads, One Show Club of New York, The Young Ones

Tags:
Experiential Campaign, Hong Kong, Health, Cigna, McCann, Latest Technology, Innovation, Tech News

Heineken Unmissable Moment Case Study

Credits
Brand: Heineken
Campaign: Unmissable Moment
Advertising Agency: G. Conversation, Tel Aviv, Israel
Creative: Yuval Peleg
Senior Planner: Lior Idelson
Account Director: Dor Pinto
Executive Digital Producer: Dudi Landa
Executive Agency Producer: Itai Sinay
Executive Creative Director: Dvir Kalmi
Chief Executive Officer: Or Luboschits

Tags:
Experiential campaign, Israel, Alcoholic Drinks, Heineken, UEFA Champions League, Union of European Football Associations, Pirlo, Del Piero, Beer