Giant Spoon’s Post

Before heading into the weekend, here’s what’s “Top of Mind” for me this week in industry news: Read: Dunkin’s latest cohort of “Dunkin’Terns” includes top streamers, musicians, stylists and more to promote its summer beverage lineup. As brands look to hook millennials and Gen Z, success lies in campaigns that speak to their varying interests. https://lnkd.in/eyJv4VQB Think: NBC is tapping nearly 30 content creators through a “Creator Collective” to engage younger audiences around the Olympics. Will NBC set a new precedent for major networks to tap creatives for other marquee broadcast moments, like the Super Bowl and Awards Season? https://lnkd.in/ey8JahKi Know: While many brands have turned some of the world’s most recognizable landmarks into activations with the help of AR and digital integrations, MAX took OOH advertising to the next level. To celebrate the “House of the Dragon” season 2 premiere, MAX brought the 270-foot dragon Vhagar to life on the top of the iconic Empire State Building. https://lnkd.in/eAx6Kg5N

Dads in Ohio, and supermodels in London. Completely opposing audiences. But it works. How? Bringing back a campaign that serves as an example of authenticity and versatility. Simplicity is powerful!! This campaign perfectly captures the essence of New Balance: bridging diverse worlds and bringing people together through style and comfort. #newbalance #marketingcampaigns #fashionmarketing #campaigns #connections

Attention Seekers POV 💡 🧠 🗣 As the awards season returns, a fun question emerges: What's the key to winning a Golden Globe, Oscar or Emmy? 🏆 The answer lies in the "For Your Consideration" (FYC) campaign—a B2B marketing campaign where studios attempt to sway influential voters holding the keys to those coveted golden statues. Traditionally, these campaigns manifest through FYC billboard ads scattered around major movie studios, lavish wining and dining events for voters, and various solicitation efforts. Yet, this year, an intriguing shift has caught our attention—a surge in B2C FYC advertising on popular social media platforms like YouTube and TikTok. You may have even seen these FYC-labelled movie trailers popping up yourself. The question arises: Why target fans who cannot cast votes? 🤔 A symbiotic cycle comes into play here. When a film generates awards buzz, fans eagerly fill the cinemas to experience it. Simultaneously, when fans generate a compelling buzz around a film, they craft a narrative that significantly boosts its chances of clinching the coveted award. This is highlighted by the 'nomination bump,' where the ten best picture nominations in 2023 generated an extra $80 million in sales after receiving the nominations. Also, remember the fan campaigns that propelled Leonardo DiCaprio to win his first Oscar for "The Revenant"? Was Leo the standout performer that year? Arguably. However, the studio wholeheartedly embraced the narrative, and fans rallied behind it, creating a compelling force that made it increasingly difficult for voters to overlook - whilst also bagging that extra box office revenue. So, in short, want to win an award this year? Unleash the power of fans and witness the influx of golden statues and extra revenue! -- For regular insights on fandom, subscribe to Attention Seekers POV Digest ⤵️  https://lnkd.in/eFxgyFNX #awardseason #oscars #fans #fanengagement #awardwinning

There are days when your team surprises in you - in the best way. Clearly, there are days when the opposite happens(!), but let’s stick with the positive. Things are rolling so fast at RNIB these days on the social change front, and across the board, it is hard to keep pace with the momentum being generated. Seeing final creative for the innovative, interactive, inspiring (keeping that alliteration going), Alt Alts campaign, created alongside MullenLowe UK was one of those days - giving me a late Friday afternoon lift in a hastily grabbed catch up. I believe in the importance of evidence based approaches, but I think instinct is such an underplayed aspect of brand, campaigning, communications and social change generally - I had a feeling that this was a campaign with a certain kind of alchemy and was glad to be proved right by the response. I am so proud of the team for the way in which this text-driven campaign - which presents descriptions of some of the most iconic moments in the world, such as The Beatles crossing Abbey Road, to show how alt text builds inclusion for blind and partially sighted people and is something we can all do - has taken off; now named in the top five campaigns globally in AdForum. Great to see we are sitting alongside the fabulous ‘Assume That I Campaign’ by Coordown, which challenges perceptions of people with Down Syndrome - which has behaviour change insights at its heart, as well as some ‘kick-ass’ creativity. We are on a bit of a journey with behaviour change ourselves and looking at how people can build more equitable communities for people with sight loss. Ads like this one can only lift up the whole sector and help everyone learn what drives change and action - especially in a rapidly evolving world. ❤️ The Alt Alts campaign builds on work we have carried out to engage big brands on social media, like Innocent and Uber Eats, in using alt text. Now we are urging MPs to join the debate, with Wes Streeting, Shadow Secretary of State for Health and Social Care among others hearing the rallying cry and championing alt text. This layering and amplifying of activity is also important to real social change. Off on holiday now - hoping to be further positively surprised when I get back. 🤞 Well done Martin Wingfield + Lorna Forbes. #Creativity #Advertising #Sightloss #SocialChange #BehaviourChange

The arrival of the John Lewis Christmas advert has become a significant milestone for many, marking the official start of the festive season. The John Lewis Christmas advert for this year takes a unique approach by featuring a young boy and a Venus flytrap as the central characters. The company has stated that it was seeking something different for this year's advert, and they have certainly achieved that. While the advert maintains the John Lewis trademarks of targeting young consumers and evoking a cute and feel-good atmosphere, it does not have an obvious product pitch. Instead, the focus is on storytelling and creating an emotional connection with viewers. This approach is in line with previous John Lewis Christmas adverts, which have often tugged at heartstrings and aimed to create a memorable and emotional experience for viewers. #christmas #advertising #marketing #consumerinsights #advertising #christmas2023 #johnlewis #christmasmarketing  #creativecontent 

Worthwhile content here.

I've banged on about making people feel something when they see your work since the first day I started working as a creative in the advertising and communications business. The more emotion you can pour into your work, the more people will connect with the brand. So what emotions should we pull on? The answer is all of them. For example: Enjoyment think Cadburys 'Gorilla'. https://lnkd.in/ep3_s6NF Disgust think Burger King's 'Mouldy Whopper' https://lnkd.in/ed-A_PMR Sadness think Caeser's 'Love them back' https://lnkd.in/enk5Vp4C Anger think P&G's 'Like a girl' https://lnkd.in/e63mkggv Fear think Phones4U's 'Little Girl' https://lnkd.in/ezZHPqnN All of these ads and stories evoke something more from us than your average piece of selling communication. It's a fact that consumers attach themselves to brands not because of what they sell, but how they make you feel. So it's good of Campaign UK to shed a spotlight on emotions once again. We don't see, or rather feel, work with it in as often as we should. Side note...if you want to learn more about how we're affected or ruled by emotions, check out Professor Paul Ekman's Atlas of Emotion. https://lnkd.in/eZPGkvW2 #creativeleadership #creativeideas #emotionalstorytelling https://lnkd.in/eXXXxacB

In the midst of trying to make people laugh, stir emotions, and earn attention in an event like the Super Bowl, and ad still needs to create branded memorability, impart meaningfully different associations, and achieve short- and/or long-term brand predisposition. This year’s slate of ads are entertaining, but the branded memorability piece is challenged: https://lnkd.in/gEteyxtN #SuperBowlLVIII

Catch up on our latest Adweek Partner Experts article by Jamie Jacobson, Partnership Director. In the article, she details the importance of brands delivering a seamless omni-experience for shoppers. Jamie explains that the consumer's needs should be at the forefront of every step–from campaign planning to content development, and everything else in between. "Remember, shoppers’ time is limited, their budgets are tight and their attention is stretched, given the overwhelming number of advertisements, messages and notifications they receive on a daily basis." -Jamie Read the full article below and comment your thoughts! 🗣 https://lnkd.in/eRUUHjSx