Brand trends: Grenfell, Footie, Pride & Bau
This article focuses on Summer brand trends based on current events too large to ignore...
Justice4Grenfell “Remember the 72”
BBH
On Sunday 14th June we had the third anniversary of Grenfell - and we saw the names of the victims brought back into the news.
The 72 names were structured together as a typographical tower to serve as a memorial as well as a reminder that the community is still seeking justice.
Touchpoints used:
- Print – column space was donated by The Mail, The Sun, and The Sunday Times
- OOH media companies donated billboard sites across London
Grenfell United “#GoGreenforGrenfell”
Anomaly
A home-focused campaign to commemorate
the tragedy with a call to action via social media.
The public were asked to visit a Youtube link on
Sunday night, with lights turned off and curtains
open. On the video they were met with a bright
green light, promoting the message of going
green for Grenfell.
The intention here is to let the light shine through
your windows at the exact same time, as a
coming together from the community as a show
of support.
Communication used:
- Social Media
BT Sport “Noisy Neighbours”
BT Creative
BT welcoming the return of football with a TV ad that celebrates the unifying role of sport during Covid-19.
The ad focuses on the highs and lows of watching football from home, as fans dust off their kits and yell at their screens, while others are told to brace themselves for noisy neighbours again.
Communication used:
Paddy Power “All Is Forgiven”
Octagon
We also have Paddy Power celebrating the return of football with a tongue-in-cheek campaign.
The ads showcase poor sportsmanship as an art-form, half-and-half scarves as just great camaraderie, and forgives the buffoonery of the beautiful game on it’s return to small screens.
Touchpoints used:
- OOH
- Social Media
Premier League “Return to football”
FCB Inferno
The premiere league showcases the nation’s endurance during the coronavirus pandemic. It highlights the role of social media in keeping football fans connected at home.
It declares that “we are one team” – while thanking doctors and other frontline workers for their efforts.
Communication used:
Diesel “Francesca”
Publicis
Launched a short film ad for Pride month, about transgender rights, faith, and social inclusion.
Tells the story of Francecsa, who traces her transition from male as she comes to embrace her true identity and achieve her dreams.
Christianity being a motif throughout the ad, the final scenes reveal Francesca’s other dream to also become a nun – swapping her Diesel jeans for a nun’s habit – in doing so fulfilling her own intentions as well as the pursuit of her faith.
Communication used:
Global Pride “Our Pride Shines On”
We Are Social
Continuing the Pride theme, Global Pride have taken over the Animal Crossing game on the Nintendo Switch.
Since Pride has been cancelled, Global Pride are offering the parade to take place on a specially built Island in the game. It will include an in-game march, a hall of fame, a catwalk and a club, as well as Pride-friendly clothing that users can adopt.
This comes alongside a Twitch fundraiser, with all money going towards Pride organisations that were impacted during Covid-19.
Communication used:
Kronenbourg “Good Taste With A Twist”
Fold7
A play on the twist element of their new citrus flavoured beer, a beer with a twist. They bring attention to a French bulldog with a blue mustache, and a suitcase trunk that is actually a mini-fridge – as a means to underline the premium positioning of the product.
The campaign aims to accelerate brand awareness by challenging category norms and presenting 1664 Blanc as a premium lifestyle brand rather than a beer.
This is reminiscent of the work we did last year with Coke on the awareness of their Schweppes 1783 flavoured drinks, and the focus it had on promoting a premium brand as opposed to its normal counterpart.
Communication used:
- Initially Digital and Social Media
- TV, OOH and In-store later in the year
DRGN “Turmeric Superdrink”
DRGN
DRGN has launched a campaign for its turmeric superdrink.
It consists of BAU messaging, but with a playful nod towards recent government guidelines, such as ”Stay in, but not in-in” and “Go to work, but don’t travel to work”
It plays on the conflicting guidelines while highlighting the benefits of their caffeine-free and natural energy beverage.
Communication to be used:
- Digital 6 Sheets
EasyJet “Europening”
VCCP
A social media campaign celebrating EasyJet’s first day of flying and the reopening of Europe.
The work features a variety of evocative destinations around Europe with open signs to signal they are open again.
Alongside this, easyJet will be opening up their social channels to small businesses around Europe who usually rely on tourism.
The businesses will be able to post content using the #europening hashtag, and easyJet will then share the best submissions with their followers.
Communication used:
- Social Media
Dacia “Ingenious Productions”
Publicis
A TV ad that celebrates the power of innovation in creating advertising during the coronavirus pandemic.
The ad shows your usual car driving shots, before zooming out revealing it was made in a living room. It reveals the resourceful production behind the film, such as a portable drill and the wine glass harp for road-like noise.
There’s the idea of breaking the fourth wall and showing the behind the scenes of a campaign – showing how a campaign gets made as the actual ad, could be something to think about.
