Let’s take a look back at some of the most creative and memorable campaigns so far this year.
Think back to January this year, something that’s already starting to feel like a long time ago. Lego’s campaign was based on a child’s imagination and used a short film that looked like a summer blockbuster, which cleverly highlighted children’s creativity and the fact that they see the world quite differently from adults.
With a strong sense of humour and nonsensical phrases throughout the film’s run time, you
can see that children as well as parents are very clearly its target audience.
Innocent reminded us that outdoor advertising may still not be dead with this incredibly witty campaign about simple things we used to take for granted, but may be starting to forget. Things like wearing a suit, what it’s like driving on a busy road, what a rooftop looks like, and yes, you guessed it, even popping out of the office to buy a smoothie. Created by the Innocent Drinks in-house marketing team, the campaign was designed to bring smiles back to a post-lockdown world, and was awarded first place in Ocean Outdoor’s Crucial Creative Competition.
The Fortnite and Marvel collaboration is hands down one of our favourite campaigns to have surfaced this year. With the release of Avengers: Endgame now over a year ago, Marvel fans have been starved of fresh content after the pandemic pushed back new film openings.
This comic book-style event saw major characters team up to fight off the planet-destroying supervillain, Galactus. Fortnite and Marvel fans can now play as their favourite Marvel characters in Epic’s free battle royal game. Creating a pop culture crossover in one of the most played games across all platforms is a brilliant move for both Fortnite and Marvel, bringing two huge fan bases together and making this a shoo-in for our list.
I know what you’re thinking - how can a fast-food chain showcasing a mouldy burger from their restaurants be considered a good marketing campaign? Hear me out. McDonald's has come under scrutiny in the past few years when it became known that its food doesn't decompose as one would expect, instead remaining suspiciously fresh pretty much forever.
Tik Tok user @aly.sherb recently filmed her grandmother opening a bag that contained a McDonald’s hamburger and fries purchased more than 20 years ago. It looked like it had been served that morning.
In response, Burger King introduced a Whopper that’s free of artificial preservatives, colours and flavours and will decompose over time just as nature intended, supposedly highlighting that they really are the kings of burger.
This clever and offbeat marketing campaign brought even more attention from fast-food lovers’ social media channels as McDonald's and Burger King slugged it out with competing
This year, Facebook launched its first ever Super Bowl advertisement, an event that averages 100 million viewers worldwide. The ad itself was promoting Facebook Groups, and featured celebrity appearances from Hollywood superstar, Sylvester Stallone and comedian, Chris Rock.
Reflecting on the importance of togetherness, it made its focal point you - the user - and was part of Facebook’s attempt to rebuild trust, and work on its relationship with consumers. It also went out of its way to highlight their apps, showing off positive ways for people to use a platform that has become the world’s number 1 tool for connecting people.