Figure 12.5 Friendvertising
In another Facebook campaign, Auckland agency Colenso used Facebook’s friends in a campaign for mobile provider, Skinny. Given the size of the country, Colesno correctly figured “everyone knows someone who knows someone,” and created the Cannes-winning concept called...
Figure 12.2 Arby’s TikTok
Social marketing is indeed a perfect place to play. And the sense of play in Arby’s TikTok debut was astonishing. It started when a young guy, the soon-to-be-famous John Casterline, posted a video on TikTok showing a used flatscreen TV he’d just purchased for 25...
Figure 11.8 PS5 Unboxing
Experiential falls into two general categories: experiences staged out in the real world (the street, a concert, a mall) or as something to take place online. FCB&FiRe created a great example of online “surprise and delight” for the launch of Playstation5. What...
Figure 11.6 Draw Heinz Ketchup
When you have big ideas where customers can create their own shareable content, it’s something close to a self-funded marketing campaign with an all-volunteer creative department. Because when you capture all that content, it can go on to become a draw in and of...
Fig 11.3 Billion Point Giveaway
Your cool idea cannot just be a “brought to you by the makers of” thing. It has to come from, be inspired by, and carry the brand DNA itself. It must also be relevant to the target audience. PJ Pereira says, “If you make it impossible to talk about the idea without...
Figure 10.6 KFC BK
When brands don’t try to clinch the reins too tightly, marvelous things can happen, such as when Kentucky Fried Chicken let a franchisee vie for a coveted Michelin Star rating– yes, the famous award from the elite guide to fine dining. Sam Edelman’s store was KFC’s...
Figure 9.8 Flaming Piano
And Mr. Bernbach said, “Execution becomes content in a work of genius.” It is never more true than out here, where concepts can sometimes be all execution without the traditional sales message. To have such an execution succeed, you’re going to need to know your...
Figure 9.3 IKEA Human Catalog
IKEA asked their agency BBH to come up with an interesting way to tell the world they were about to release their latest catalog. The creative team could have just done an ad that read, “Look for redecorating ideas in our new catalog.” Instead, they roasted...
Figure 7.6 Wendy’s Fortnite
Social media went crazy when Wendy’s started playing Fortnite on Twitch, the streaming platform for gamers. Fortnite had introduced a new in-game mode called “Food Fight,” where players could join a team from one of the game’s two restaurants: Durr Burger or Pizza...
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Luke Sullivan
Author, speaker, and ad veteran available to recharge, reinvigorate, and refocus marketing, advertising, and branding firms.
I give a hugely energetic series of presentations on innovation, creativity, branding, and marketing. I spent 32 years in the trenches of advertising (at agencies like Martin, GSD&M, and Fallon) and I’ve put everything I learned into my book, Hey Whipple, Squeeze This. But for me nothing beats taking the message out and speaking to living breathing audiences at clients, agencies, and conferences. You can book me on the button below.
