You’d think August would be a quiet month for new brand campaigns – with the kids off school and many jetting off on holiday. But with the “silly season” in full swing, brands took full advantage of the slow news month and launched some cracking campaigns! Here are our favourites…
The supermarketing giant set up a pop-up shop in Finsbury Park for one day only where visitors could swap a piece of rubbish found in the park for a free ice-cream. Our British summer heatwave has led to more people spending time outside, resulting in large amounts of litter being left behind. The day was a success and resulted in Sainsbury’s giving out 1,282 ice-creams– that’s a lot of litter! Well done all involved in cleaning up the park… you can view Sainsbury’s post about the campaign here.
The Movember Foundation produced its first documentary series on Instagram’s new IGTV feature, raising awareness of those living with prostate or testicular cancer. The charity wants to “change the face of men’s health” and has produced a series of videos about men and their personal stories of dealing with health issues.
Jon Akerman, Movember Foundation global digital director, chose IGTV as he thinks it “is the ideal platform to tell more emotional, engaging stories that can connect with and help others” – and with this being quite a taboo subject for men, we couldn’t agree more! Spreading awareness to men, especially younger men through social media, is a great way to get people talking. Read more about this fantastic campaign here.
Olay launched their new “Face Anything” campaign with a message of women being true to themselves. The campaign includes nine women who have been told they are “too much of something” such as: too emotional, too defiant, too vulnerable. The idea for this campaign came from the statistics that 54% of women prefer a natural look, but 84% feel the need to conform to social media and society’s “beauty standards”. The campaign includes a 10-page spread in the September edition of Vogue magazine and wants to spread the message to women of being "unapologetically bold and true to themselves". There’s more on this campaign here.
Hitting the headlines, clothing brand Become launched a campaign that seems controversial at first, but is far from it. Photos of a slim body captioned “Are you hot enough for us?” have been used by Become to promote their #hotwomenonly competition to find models for their new underwear range – but it’s not what you think. Become sell underwear that aims to reduce hot flushes and night sweats in menopausal women. The campaign wants to “break down the stigma surrounding menopause and redefine what it means to be 'hot',” according to Lindsey Robins, head of marketing at Become.
Don’t look down! Deliveroo recreated one of history’s most famous photos, “Lunch Atop a Skyscraper”, an iconic photo from 1932. The recreation was organised by Deliveroo to celebrate a 210% rise in outdoor food sales due to the summer heatwave, and also to address research which found that “millions of British workers have fallen into a cycle of boredom when it comes to office lunches.” Competition winners enjoyed food from KFC, Firezza, By Chloe and Konditor & Cook whilst sitting on top of a 450ft high girder over London. You can see the photos here.