The Vaseline BASELINE campaign began with Min Day Lee, a South Korean creator known for her skincare content. In a video showing her collection of Vaseline products, Lee repeatedly pronounced the brand name in a way that sounded like “Baseline”. The pronunciation quickly became the focus of the video, spreading across social media and evolving into “Bassline” as users began creating their own versions, memes and remixes.

For Vaseline, this was not a campaign waiting for a media plan. It was a live piece of internet culture that had suddenly attached itself to the brand.

The response was unusually direct. Vaseline changed elements of its social identity to BASELINE, created mock packaging and announced a tongue-in-cheek rebrand. What could have been a passing viral joke became a carefully extended social media campaign.

How the Vaseline BASELINE Campaign Started

The original video worked because the pronunciation felt natural rather than staged. Lee was not trying to create a viral advertising moment. She was simply talking about products she already featured in her skincare content.

Lee later explained the pronunciation in another video, connecting it to the way English sounds can be adapted when spoken in Korean. That gave audiences more context, but by then the original pronunciation had already become the joke.

The audience took over from there. “Baseline” became something people could repeat easily, while “Bassline” gave the trend another form to play with. The conversation moved beyond skincare and into broader social media culture.

Vaseline recognised that the opportunity was not to correct the pronunciation. It was to make the pronunciation part of the brand’s communication.

That decision gave the campaign its starting point.

Vaseline Officially Welcomes BASELINE

The brand then took the joke much further than a typical social media response.

Vaseline issued an official statement beginning with, “We heard you. We agreed.” It announced that, following an “extensive review”, which the brand jokingly described as approximately one video watched over a million times, Vaseline was becoming Baseline with immediate effect.

The statement made another important point: “Same tub, Same jelly.”

The product had not changed. The name had.

The brand explained the joke by pointing to the different ways Vaseline has been pronounced and adapted around the world. Vaseline’s own history dates the brand to 1870, giving the 150-year reference in the statement a real connection to the brand rather than making it purely part of the joke.

That gave BASELINE another layer. It was still a social media gag, but the brand used it to celebrate the way people have made the name their own in different places and accents.

The tone was deliberately self-aware. Vaseline was not pretending that a genuine corporate rebrand had taken place. It was using the language and formality of a corporate announcement to make the joke bigger.

Min Day Lee Becomes CEO of Baseline

Vaseline also made sure the creator behind the original moment received full credit.

The brand announced that it had taken the liberty of appointing Min Day Lee as “CEO of Baseline”, effective immediately, with “no interview required”.

It is a small detail, but an important one.

Instead of taking the viral idea and rebuilding it entirely around the brand, Vaseline kept Lee visible. The person who unintentionally created the moment became part of its official continuation.

That approach fits a broader shift in creator-led marketing. Creators are no longer only useful for delivering a brand’s finished message. Their own behaviour, language and communities can become the starting point for an idea.

Here, the campaign did not need to manufacture authenticity. It already had an original creator at its centre.

From One Viral Video to #VaselineHijacked

The campaign did not stop with Lee.

Vaseline expanded the idea through its “Vaseline-Verified Hijack Icons” initiative, recognising creators who contributed to the conversation. The brand also invited its wider community to create their own “Bassline” interpretations using #VaselineHijacked.

This was an important shift in the campaign.

The original moment belonged to one creator. The next stage gave other people permission to participate.

That helped turn the BASELINE idea from a single viral post into a community-led social media campaign. Users were no longer simply reacting to what Vaseline had done. They were given a format they could adapt themselves.

For a brand, that creates more possibilities than simply publishing another reaction post. The audience becomes part of the content system.

Why the Vaseline Rebrand Works as Reactive Marketing

The smartest part of the Vaseline rebrand is that it did not try to make the original moment look planned.

Pratik Ved, VP Skincare at Hindustan Unilever, summed up the thinking behind the response: “We didn’t create this moment; the internet did. Our job was to simply show up.”

That is a useful distinction.

Many brands try to turn viral conversations into polished advertising as quickly as possible. The danger is that the response can feel like an interruption. The audience created the moment, but the brand suddenly behaves as though it owns it.

Vaseline took a different route. It acknowledged where the joke came from, gave credit to Lee and then built new layers around the idea.

The humour also stayed close to the original conversation. There was no complicated product message attached to BASELINE. The altered name was enough.

That simplicity helped the campaign travel.

What BASELINE Says About Modern Brand Participation

The Vaseline BASELINE campaign is ultimately less about changing a name and more about changing the way a brand responds to its audience.

Vaseline is an established global skincare brand with a name that has been around since 1870. It could have been protective about a pronunciation that differed from the official version.

Instead, the brand treated the variation as something worth celebrating.

That does not mean every viral joke deserves a brand response. The opportunity worked here because the joke was directly connected to the brand, the original creator already had a genuine relationship with the product, and the altered name was instantly understandable.

There was also a clear limit to the idea. BASELINE was a temporary social identity, not a permanent rebrand.

That distinction allowed Vaseline to experiment with its identity without confusing what the brand actually sells.

The campaign is a good example of reactive marketing at its most useful: not chasing every trend, but recognising when the audience has unexpectedly handed a brand an idea that already feels native to the conversation.

Vaseline did not invent BASELINE.

It simply knew what to do once the internet did.

The campaign takes iconic paintings and statues, familiar symbols of classical culture, and shows them laughing. It is a small visual shift, but a useful one. These works are usually treated with distance and seriousness. Here, they feel more human, less frozen, and closer to the kind of humour people share online every day.

A smart contrast between old art and instant humour

The strength of Humour is art campaign sits in the contrast. Classical art carries weight, history and silence. UmorismoSenzaFiltri’s world is fast, sharp and built for reaction. By making these figures laugh, the campaign connects two different forms of expression without forcing the comparison.

It also avoids overexplaining the joke. The viewer understands the point quickly: humour changes perspective. It can break expectation, turn the ordinary into something strange, and make even the most serious image feel alive.
 

 

 

 

 

 

This campaign is about:
Humour is Art Campaign, UmorismoSenzaFiltri, Instagram Humour, Italian Advertising, Digital Campaign, Social Media Campaign, Art In Advertising, Comedy Campaign, Visual Humour, Classical Art, Creative Advertising, Instagram Campaign, Humour Marketing, Cultural Advertising, Creative Print Ads

For over a century, Schwarzkopf has been synonymous with perfect hair, represented by its world-famous silhouette logo. However, while the concept of “perfect hair” has evolved to reflect today’s diverse world, the iconic logo has largely remained the same—until recently.

The Challenge: Redefining a Classic Icon

Schwarzkopf’s long-standing logo, while well-known, no longer fully captured the diversity of modern beauty standards. In a world that celebrates individuality, there was a growing need to evolve the brand’s image to reflect a broader spectrum of beauty and hair types. This presented a unique challenge: how to modernize an iconic logo without losing the essence of the brand.
The Solution: Icons of You

In response, Schwarzkopf teamed up with HeimatTBWA\ to launch the “Icons of You” campaign. This initiative reimagined the brand’s iconic silhouette by transforming it into a symbol of diversity, modeled after real people. The campaign invited individuals from all walks of life to celebrate their unique hair stories, turning them into Schwarzkopf icons.

The brand took its signature silhouette and personalized it for everyday people, making it a representation of their own hair journeys. This bold move opened the brand to a more inclusive audience and positioned Schwarzkopf as a champion of diversity.

The Impact: A Growing Movement

Since the campaign’s launch, awareness has grown steadily, fueled by a mix of out-of-home activations, television ads, and a strong digital presence. The “Icons of You” campaign has transformed Schwarzkopf into an inclusive platform, where anyone can share their personal hair stories.

One of the key tools in this campaign is the silhouette filter, allowing consumers to create their own customized icons and share them across digital platforms. This interactive approach has resonated strongly with audiences, resulting in over 1,000 unique silhouettes being generated and more than 300 million social media impressions so far.

As the campaign continues to grow, so does its organic reach. With each shared story, the movement gains momentum, helping to redefine how people perceive Schwarzkopf—not just as a brand for professional haircare and craftsmanship, but also as one that celebrates individuality and inclusivity.

Conclusion: A Brand Evolution Rooted in Diversity

The “Icons of You” campaign has not only given Schwarzkopf a fresh, modern face but has also positioned it as a brand that celebrates all kinds of beauty. By embracing diversity and creating a space for people to share their unique hair stories, Schwarzkopf is reshaping the way the world sees both hair and the brand itself.

As more people become part of this growing movement, Schwarzkopf continues to prove that perfect hair is not about fitting into a mold but about celebrating the individual beauty in everyone.

Credits
Campaign: Icons of You
Brand: Schwarzkopf
Advertising Agency: HeimatTBWA\ Germany

This campaign is about:
Schwarzkopf Icons of You, Hair Diversity Campaign, Beauty, Haircare, Inclusive Marketing Campaigns, Social Media Campaign, Digital Campaign,

The International Committee of the Red Cross (ICRC) has served the people of Afghanistan for 30 years. And it’s not stopping now. The NGO remains operational across the country but urgently needs people to donate and support its cause.

55% of people who engage with non-profits on social media take action. 59% of them donate money. And in the face of this humanitarian crisis, these are the people who could be encouraged and convinced to donate.

To generate much-needed support for the organization, we created a data-led film, ‘React For Real’. Inspired by the timeless expression, ‘If I had a dollar for every time…’, the film demonstrates the potential monetary value of people’s reactions on social media.
To do this, Agency conducted an intensive data analysis of social media reactions and research on real-time needs in Afghanistan for ICRC.

“Millions of people turned to social media to show their solidarity and support to the Afghan people. We wanted to show how powerful that collective concern could be on the lives of Afghans if we had a dollar for every social media post. We hope this film encourages people to support our work in Afghanistan as winter sets in and families are struggling to have the basics they need to survive,” stated Ewan Watson, head of campaigns, media relations, and content at the ICRC.

Faysal Abdul Malak, managing director of Wunderman Thompson UAE, added, “The urgency of the cause meant that the film had to be created in record time and with a bare minimum budget. However, despite the low production costs, the team used powerful imagery and statements to make a lasting impression on the viewer. We’ve proved that emotional appeal does not always have to rely on a high spend – you need a good idea, a passionate team, and a brilliant client, all of which we have in droves.”

Credits
Campaign: React For Real
Advertising Agency: Wunderman Thompson, Dubai, United Arab Emirates
Tags: Non Profit Organisation, Violence, Best nonprofit campaigns 2021, NGO, Social Media Campaign

Credits
Brand: The Guardian
Campaign: FakeHits
Advertising Agency: Adeptus Advertising, Lagos, Nigeria
Creative Director: Bamidele Ariyo
Art Director: Richard Mgbeokwii, Bamidele Ariyo
Copy Writer: Olushola Oladimeji, Naomi Oni, Tolulope Alawode, Babatunde Alaran

And yet despite its status as a disaster-prone nation, its people have low awareness of disaster preparedness, with surveys showing that 2/3 of the population can say they are not adequately prepared for disasters.

In particular, those who have never experienced disasters find it difficult to imagine what specifically their circumstances would be like. We saw that this led to low levels of disaster preparedness, and wanted to let everyone know the preparations required for each person in evacuation shelters.

To get across the idea that every individual’s post-disaster needs are unique depending on their characteristics and living environments, we incorporated individual experiences as well as the media, celebrities, government and other public organizations in our message to generate greater awareness among the public. We set up a website that everyone could access, a hands-on event with illustrated cards depicting emergency kit items, and a special elementary school lesson to promote early awareness and understanding. And to symbolize the diversity involved in disaster preparations, we had opinion leaders in celebrity, media, and government promote the project to the population to gain wider reach across social media.

Immediately after an earthquake or other disaster, media coverage and interest among the government, corporations and populace focus on the afflicted area. But few take into consideration the diverse characteristics and living environments of people forced to evacuate. It is a little-known fact that many people in post-disaster shelters suffer from declining health, or even lose their lives. For this reason, we wanted to make it easier for people who have never experienced a disaster to immediately take action by clearly presenting the kinds of emergency kit items that people would need for themselves and their living environments.

The launch of the project was timed to the week before the anniversary of the Great East Japan Earthquake and Tsunami when reporting and awareness about disasters and disaster preparedness are highest in Japan. Our approach was to present a new concept that emergency kits are unique for diverse types of people. We communicated this through a website and hands-on events with illustrated cards that show how different kinds of people should prepare for disasters. These were covered in numerous online articles and TV reports. Participants posted positive comments about the project on social media. This widespread recognition contributed to greater awareness about disaster preparations. Celebrities, government agencies, international NGOs and others saluted our new concept and began promoting it on their own.

The project received widespread media coverage, along with support from Japan’s Cabinet Office, the United Nations Information Centre, UNICEF, and other government and international non-governmental organizations. The Japanese government has begun studying ways to use this project to promote awareness among the public. Participants posted many positive comments about it on social media, and the public started packing their emergency kits with consideration for themselves and those around them.

Campaign: Diversity In Disaster Preparation
Client Yahoo!, Japan
Product / Service: CSR
Category: Corporate Social Responsibility (CSR) / Corporate Image
Entrant: Dentsu Inc.

This campaign is about:
Cannes Lions International Festival of Creativity, Social media campaign, Digital campaign

It’s not always easy to have an overview of all the hungry burger fans on Facebook. But people who have spent time writing a comment deserve an answer, even though it has been a pretty long time since they reached out. So on Thursday 24th, the majority of the McDonald’s burger fans in Denmark who have been left hanging for days, months or even years, woke up to a reply from Burger King in the form of a helpful, yet funny answer and a free flame-grilled Whopper to try and make up for the lack of attention.

While working with their online customer service, Burger King became aware that their closest competitor was not quite on point when it comes to online customer service. As Burger King believes that all burger fans should get the replies they deserve – whether they like flame-grilled Whoppers or Big Macs -,, they decided to lend a helping hand to their colleagues at McDonald’s.

Credits
Advertising Agency: Uncle Grey, Denmark

This campaign is about:
Digital Campaign, Brand War, Social Media Campaign, Advertising, Marketing, Burger, Fast Food

To further fuel the conversation, a selection of more than 20 topical and critically acclaimed HBO and HBO Max documentaries that cover civil rights, the environment, women’s rights, health in America, the economy, civic engagement, and elections past and future are available to stream for free on HBOMax.com and HBO.com through November 8. Available titles include award-winning films like HBO’s “True Justice: Bryan Stevenson’s Fight For Equality” and recent debuts including HBO Max’s “On The Trail: Inside the 2020 Primaries.”

Credits
Agency: Engine
Clients: HBO , Rock the Vote
Campaign: Vote Because

This campaign is about:
2020 Elections, United States, HBO Max, Social Media Campaign, Digital Campaign, United States presidential election, US election

Awards Won:
– Gold winner in AMAPRO 2018
– Shortlist in mobile CÍRCULO CREATIVO 2019
– Shortlist in digital, social and technological CÍRCULO CREATIVO 2019

Credits
Brand: BBVA Bancomer
School: Miami Ad School, Mexico City, Mexico
Campaign: League of Fanatics
Art Director: Catarina Barcala Art Director: Xavi Ocaña
Art Director: Hanna Choi

Tags:
Soccer Ads, Digital Campaign, Social Media Campaign, Digital, Finance

As seen below, the seemingly simple meme placed the protagonist’s catchphrase ‘Enjoying life. Aur option kya hai?’ in a creative manner to highlight the difference between the ‘extra’ versus the ‘extraordinary’ way of life.

Red Chillies Entertainment

 

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Life mein kuch extra nahi, kuch extraordinary hona chahiye! Fir hoti hai woh #Kaamyaab… #ExtraFormat

A post shared by Red Chillies Entertainment (@redchilliesent) on Feb 27, 2020 at 4:32am PST

Youtube

 

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Kaaaaaaaaaafi Extraaaaaa ???? #ExtraFormat

A post shared by YouTube India (@youtubeindia) on Feb 28, 2020 at 5:42am PST

Tata Sky

 

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Go beyond extra! Enjoy Tata Sky covering the extraordinary mile of Jingalala Entertainment. #ExtraFormat #TrendingFormat #Extra #ExtraOrdinary #Trending #TrendingTopic #HeyItsMarketing

A post shared by Tata Sky (@tataskyofficial) on Feb 28, 2020 at 11:34pm PST

Global Desi

 

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You know the difference ????????‍♀️???? | A Global Desi version of the #ExtraFormat ???? #Jalsa #SpringSummer #GlobalDesiSpringSummer #NewArrivals #GirlsOfGD #GirlsOfGlobalDesi #VoiceYourStyle #SummerOOTD #Travel #Music #BFFGoals #Twinning

A post shared by Global Desi (@myglobaldesi) on Mar 2, 2020 at 2:57am PST

Blackberrys

 

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Here is an extra day to be extraordinary with Blackberrys. ONE SUIT X MANY LOOKS #Extraformat #onedayextra #leapyear2020 #KeepRising #Blackberrys #blackberrysmenswear #MensFashion #Menswear #Fashion #Shirt #Trousers #suits #multitude #Fashion #MensFashion #fashioninsta #style #formal #formaldress #design #dress #gentleman #menstyle #style #mensstyle #men #bhfyp #shoplocal #shoppingonline #shopping #happyshopping #WeddingAttire #weddingseason

A post shared by Blackberrys Menswear (@blackberrysmenswear) on Feb 29, 2020 at 8:24am PST

Sony TV

 

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An extraordinary dancer will go out of the comfort zone to display some excellent moves in 90 seconds! The search begins in #IndiasBestDancer on 29th Feb, every Sat-Sun at 8 PM on Sony TV. #ExtraFormat #BestKaTest @terence_here @geeta_kapurofficial @malaikaaroraofficial @bharti.laughterqueen @haarshlimbachiyaa30

A post shared by Sony Entertainment Television (@sonytvofficial) on Feb 27, 2020 at 7:01am PST

 

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fuhsephantom

 

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An expression that has made an impression! Who better than Pakhi to give a voice to the unsaid feelings? ❤ #ExtraFormat #NewTrend #Manmarziyaan

A post shared by Phantom (@fuhsephantom) on Feb 27, 2020 at 11:37pm PST

Viacom18

 

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A little extra and a lot more fun! #Viacom18 adds extrrrraaaa entertainment on your #LeapDay2020. Happy bingeing! #ExtraFormat

A post shared by Viacom18 (@viacom18) on Feb 28, 2020 at 6:54pm PST

Radio City

 

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Your favourites from Web Series space are hoping to win this EXTRAORDINARY Trophy. . Log on to www.hitlistwebawards.com and vote now. **LINK IN BIO** . . #HitlistWebAwards #ExtraFormat #TrendingFormat #Trending #MomentMarketing #TopicalSpot #CreativeSpot #TopicalPost #SocialSamosa #PostFormat

A post shared by Radio City India (@radiocityindia) on Feb 28, 2020 at 2:54am PST

Pampers

 

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Your baby deserves all things extraordinary! With the Pampers Premium Care Range, get ultimate softness for your baby. #ExtraFormat

A post shared by Pampers India (@pampersindia) on Mar 2, 2020 at 1:44am PST

Mahindra First Choice

 

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You know where to go for getting the best deals for your dream car. #mahindrafirstchoice #extraformat #postformat #socialsamosa

A post shared by Mahindra First Choice Wheels (@mahindrafirstchoice) on Feb 28, 2020 at 8:39pm PST

Policy Bazaar

 

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Extraordinary belongs to those who create it! #extraformat #trending #momentmarketing #socialsamosa @officialsocialsamosa

A post shared by Policybazaar (@policybazaar) on Feb 28, 2020 at 4:00am PST

Balaji Motion Pictures

 

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Once upon a time, there was an extraordinary gangster… #ExtraFormat #OnceUponATimeInMumbaai @ajaydevgn @ektarkapoor @shobha9168 @ruchikaakapoor #BalajiMotionPictures

A post shared by Balaji Motion Pictures (@balajimotionpictures) on Feb 27, 2020 at 8:12am PST

Tata Capital

 

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#CountOnUs for everything extraordinary you want in life! . . . #ExtraFormat #TrendingFormat

A post shared by Tata Capital (@tatacapital) on Feb 28, 2020 at 4:38am PST

Irish House India

 

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To all those extraordinary times you’ve had with the gang! ???? . . . #IrishHouse #BeingIrish #ExtraFormat #TrendingFormat #HappyHours #UnconditionalHappyHours #IrishVibe #IrishPub #IrishExperience #Mumbai #Pune #Kolkata #Delhi #Noida #Bengaluru #Belagavi

A post shared by The Irish House (@theirishhouseindia) on Feb 27, 2020 at 8:16am PST

Social offline

 

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If Fridays had a taste, they’d taste like our iconic LLIITs. #extraformat #getoffline

A post shared by Social – Café / Co Working (@socialoffline) on Feb 28, 2020 at 6:03am PST

Smaaash

 

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Kids vs Legends. #ThatsHowISmaaaah #ExtraFormat #socialsamosa

A post shared by SMAAASH (@smaaash_live) on Feb 29, 2020 at 2:30am PST

Yuva

 

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You don’t plan extraordinary things, they just happen. Tag your friends with whom your Goa trip is still pending. . . . #Yuvaa #WeAreYuvaa #WeTheStories #ExtraFormat #extra #extraordinary #trending #trendingformat #topicalspot #momentmarketing #creativespot

A post shared by Yuvaa (@weareyuvaa) on Feb 27, 2020 at 11:32pm PST

Box8

 

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If you know, you know! . . . . #extraformat #leapyear #leapyear2020

A post shared by BOX8 – Desi Meals (@box8.in) on Feb 29, 2020 at 5:56am PST

Smoke House Deli

 

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Always fresh and cooked with carefully-sourced organic produce, our #GoodnessToGo grub is always ready for your grab ‘n’ go needs!

A post shared by Smoke House Deli (@smokehousedeli) on Feb 28, 2020 at 5:00am PST

Copper Chimney India

 

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The journey from an extra ➡ extraordinary experience starts at Copper Chimney. Book a table now! #CopperChimney #ExtraFormat #TrendingFormat #LoveForFood #AchariWhiskey #Whiskey #Foodie #MadeWithLove #IndianFoodMadeUnforgettable

A post shared by Copper Chimney India (@copperchimney_in) on Feb 27, 2020 at 6:23am PST

Fortune Honda Official

 

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Sometimes it’s the extraordinary things you need. #ExtraFormat #LeapYear2020 #Honda2wheelersindia #FortuneHonda

A post shared by Fortune Honda official (@fortunehondaofficial) on Mar 1, 2020 at 10:24pm PST

Tags:
Trending Spot, Trending post, #ExtraFormat, Social Media Campaign, Digital Campaign

An advertising agency called GTC built the advert from the ground-up. The game came out in the form of highlights on EMEA Instagram channels of Jeep. The IG stories depicted the journey of a Jeep SUV. The vehicle traversed through different terrains whilst rescuing the gifts left behind by Santa Claus. From concrete city-roads to snowy mountainous tracks, the SUV overcame all obstacles to aid Santa’s journey.

We feel that this campaign invoked a sense of immersion that felt quite fresh. The presentation of a video-game-themed advert on social media was quite innovative.

Credits
Brand: Jeep
Campaign: Renegade Santa Rescue
Advertising Agency: GTC
Executive Creative Director: Cristino Battista, Christopher Jones
Creative Director: Antonio Di Battista
Art Director: Andrea Colombo
Copywriter: Beatrice Galli
Animation Artist & Motion Designer: Leonardo Jona
Social Media & Digital PR Director: Danielantonio Di Palma
Social Media Manager: Giuseppe Colaneri, Federica D’Andria
Community Manager: Laura Nava
Digital Client Director: Efrem Maggi
Senior Account Manager: Eleonora Guido, Carlotta Leva
Account Manager: Giorgia Coradazzi

Tags:
Digital Campaign, Italy, Automotive Campaign, Jeep, WPP, Jeep Renegade, Christmas Campaign, Christmas Ads, Santa Rescue, Digital Marketing, Topical Spot, Instagram, Social Media campaign, Innovation, Renegade Santa Rescue

About Hardcastle Restaurants:
Hardcastle Restaurants Pvt Ltd (HRPL) is a McDonald’s franchisee with rights to own and operate McDonald’s restaurants in India’s west and south markets. HRPL has been a franchisee in this part of India since its inception in 1996.

HRPL serves approximately 200 million customers, annually, at its 292 (as of December 31, 2018) McDonald’s restaurants across 40 cities in the states of Telangana, Gujarat, Karnataka, Maharashtra, Tamil Nadu, Kerala, Chhattisgarh, Andhra Pradesh, Goa and parts of Madhya Pradesh, and provides direct employment to over 9000 employees. McDonald’s operates through various formats and brand extensions including standalone restaurants, drive- thru’s, 24/7, McDelivery and dessert Kiosks. The menu features Burgers, Finger Foods, Wraps and Hot and Cold Beverages besides a wide range of desserts. Several of the McDonald’s Restaurants feature an in-house McCafé.

The pillars of the McDonald’s system – Quality, Service, Cleanliness and Value – are evident at each of the restaurants where HRPL operates.

Tags:
DDB Mudra Group, McDonald’s, Westlife Development, Hardcastle Restaurants, Thought-provoking Ads, Social activation, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, McDonald’s Ads, McDonald’s Campaigns, Burger, Social Media campaign, #MakeYourChoice, Experiential Marketing

According to the latest UN report, 80.000 women are intentionally killed every year. Out of them, 50% are killed by someone close to them and 35% are killed by their current or former partner. To put these numbers into perspective, that’s 137 women killed worldwide every day. A growth of 11% in just 6 years. And yet no one really cares.

In Israel, 40% of women aged 16-48 report having been a victim of domestic abuse. In fact, 2 women were killed in Israel over the last 24 hours and over 20 women have been murdered since the onset of 2018. Yet in spite of this, the government still torpedoed just last week a proposal to establish a parliamentary committee of inquiry into the murder of women.

So to mark the “International Day for the Elimination of Violence Against Women” and raise public awareness and sensitivity to the issue, together with the No to Violence Against Women organization we initiated a social media campaign.

Using Facebook’s Live Photo feature and some of the country’s most vocal women as influencers, we created posts in which these women asked people to lend them a hand. What ensued was a surprising mobile experience as the act of pressing and holding their hand activates a video that has them calling out for the surfer to stop as he is hurting them. Our surfers who unwittingly took part in a virtual act of brutality were then faced with our message:

“1 in 4 women in Israel suffers domestic abuse & violence,
so please don’t lend violence a hand and report all abuse”.

Credits:
Agency Credits: BBR Saatchi & Saatchi
Client: No to Violence Against Women – NPO
Website: https://no2violenceen.wordpress.com/
CEO: Ben Muskal
CCO: Idan Regev
COO Publicis: Dorit Gvili
Creative: Itamar Paradny
Agency Producer: Maya Palmon
Account Supervisor: Shirley Konka
Media Strategy: Ronit Shekel
Editor: Alon Shmoelof
Publicis Media: Eliran Or and Ava Cohen
Marcom: Eva Hasson

Tags:
#HoldMyHand, Awareness, Campaign, charity, Domestic Violence, Facebook, Israel, Live Photo, Marketing, Mobile, No to Violence Against Women, Social Media, Violence Against Women, Women, BBR Saatchi & Saatchi, Digital Campaign, Social Media Campaign, Fighting violence against women, Publicis, Marcom, Domestic Abuse, Domestic Violence

India looks its brightest every Diwali, and perhaps its happiest as well! The various social media campaigns put forward the same message in different creative ways.

SBI Life – #MainSeHum Real Life Real Stories

SBI Savings Fund – Investment Ka Smart Tareeka (#InvestmentKaSmartTareeka)

Panasonic Lumix presents #GiftOfPassion

Bajaj Allianz | It’s time to Gift a Better Emotion – #GiftABetterEmotion

Airtel India

Starbucks India

Jet Airways

Diwali Aa Rahi Hai | Big Bazaar – #HarTyohaarMeinBigBazaar

Ghadi Detergent – #SaareMaelDhoDaalo

Coca-Cola – Share A Coke this Diwali! (#ShareACoke)

Saregama Carvaan | Diwali Ad | #ShorYaSangeet
Es Diwali, aap apno ke liye kya le jayenge? Shor Ya Sangeet?

Vodafone #LookUp this Diwali

Adani Group | Jugnoo Zindagi Ka – #GrowthWithGoodness #JugnooZindagiKa

Tags:
Diwali 2018 campaigns, Diwali Ads, Diwali Campaigns, Diwali Social Media, Social Media Campaign, Creative Ads, Digital Ads, Digital Campaign

Tried and tested at different airports across the country, the Glad ForceFlex Plus Advanced Protection trash bag emerges unscathed through each phase of the airline luggage inspection, handling and travel process. The takeaway? If Glad ForceFlex Advanced Protection can handle this type of test, it can handle one’s everyday kitchen trash.

Credits:
Client: Glad (The Clorox Company)
VP, Marketing Specialty: Jon Schlesinger
Glad Director of Marketing: Nick Higgins
Associate Brand Director, Glad Waste Management: Jennifer Schneider
Associate Director, Advertising & Comm: Nick Montgomery
Associate Marketing Manager, Glad Waste Management: Lauren Pitts
Glad Trash Bag Consumer Research & Demo Development Expert: Lehai Vu
Associate Director, Advertising & Comm Production: Boris Nurko
Group Manager, Talent & Rights Management: Tricie Evans

Agency: FCB Chicago
Chief Creative Officer: Liz Taylor
Worldwide Creative Partner: Fred Levron
Executive Creative Director: Lisa Bright
Creative Director: Dean Paradise
Creative Director: Bruno Mazzotti
VP Creative Director: Martin Serra
Sr. Art Director: Luis Sierra
Sr. Art Director: Franki Geib
Sr. Copywriter: Kate Cullen
SVP, Executive Producer: John Bleeden
Executive Producer: Joe Tipre
Director of Music: Stump Mahoney
VP, Director of Strategic Planning: Mary Jo Corby
EVP, Group Management Director: Cary Pierce
VP, Group Management Director: Alex Jokanovic
Account Director: Diana El-Chantaf
Account Executive: Erin Hudec

Production: Lord + Thomas
Director: Ben Flaherty
Executive Producer: Katie Roach
Line Producer: Noiemi Lobont
Director of Photography: Bryce Drobny
Director of Photography: Matt Andersen

Editorial: Lord + Thomas
Sr Editor: Steve Immer
Editor: Gus Spelman
Executive Producer: Celena Mossell

Visual Effects/Color: Lord + Thomas
Colorist: Justin Orr
Motion Graphics: Michael McAfee

Audio: Lord + Thomas
Senior Sound Engineer: Jason Ryan
Audio Assistant: Batsirayi Zesaguli

This Ad Campaign is related to:
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