On the Trail: The most engaging August 2020 campaigns

So, this month, we’ve discovered some crafty marketing rebrands, impressive advertising techniques to promote Apple, and some finger lickin’ tactics to protect our safety against coronavirus.

Welcome to our August edition of On the Trail!

Apple: The Whole Working-From-Home Thing

Spotted by: Sahar Afzal

A few weeks ago, the multinational tech company, Apple was seen showing off their products and their capabilities after following a group of colleagues all working from home. Apple products were used to help the team to overcome all the problems that come with working remotely.

Apple products help employees simplify working together, be more productive, solve problems creatively, and collaborate with a shared purpose. And they’re all designed to work together beautifully. When people have the power to work the way they want, with the tools they love, they can do their best work and change the future of their business.

Sahar said, “Unlike a lot of other work from home ads, Apple is relatable and believable. It doesn’t shy away from the difficulties working from home creates in a light-hearted manner. Its sincerity is engaging and shows how collaboration is still possible in this strange world.”

“Its sincerity is engaging and shows how collaboration is still possible in this strange world.”

Have a look here.

Creative BLQQ: Evian’s biting response to ‘familiar’ Coors Light rebrand

Spotted by: Sarah Turpin

Fancy a nice, cold b…water? Last month, Evian recently minimised their packaging, said no to unessential plastic and launched a new visual identity. Covered with graphics of blue and silver, snowy mountains set against a light background and the brand name twirling around the bottle makes people wonder whether they’ve seen it somewhere before. And they couldn’t be wrong. The Coors Light redesign.

Sarah said, “Coors Light has recently unveiled their new look on social media after they redesigned their logo and packaging. The new logo features a 2D blue image of the Colorado Rockies mountains and their red script font, which looks incredibly similar to Evian’s current branding. It’s amazing how no one noticed this in the sign-off process! Evian’s response on Twitter was hilarious and has likely resulted in lots of impressions and engagements for both brands. It’s just a good job that they’ll be on opposite sides of the drinks aisle or you’d have some unhappy, confused customers…”

“Evian’s response on Twitter was hilarious and has likely resulted in lots of impressions and engagements for both brands.”

Take a look for yourself here.

 

 

Nike – You Can’t Stop Us

Spotted by: Ricco Leung

Celebrating sport as a source of inspiration, the Nike You Can’t Stop Us video that was released last month shares a dynamic split screen of 36 athletes connecting their sports together. While the current pandemic closed down gyms and football stadiums, athletes did not let the closures stop them from pushing forward. The video touches on themes of equality and inclusion, shows what an equal playing field looks like, and reminds us all that a better future is possible if we work together.

Ricco said, “I do love a good montage of sporting moments, and who doesn’t love a good story of triumph over adversity woven in with some dialogue about changing the world for the better?”.

Watch the video here.

Marketing Week: KFC temporarily drops ‘finger lickin’ slogan in first global campaign

Spotted by: Annie May Heno

With the population currently facing a great deal of uncertainty, the fast food chain KFC has admitted that their famous Finger Lickin’ Good slogan is not quite right given the current pandemic.

Although the tagline removal is only temporary, KFC have stated that they will return the slogan ‘when the time is right’ and instead, shift its messaging in the meantime to something that’s a little more suitable.

Annie May said, “Although the ‘Finger Lickin’ Good’ slogan received a few complaints across social media, it’s good to see that KFC responded with care and decided to temporarily remove the slogan. It’s a fantastic catchy and memorable catchphrase but a little sensitive at the minute”.

Explore the full campaign here.

Disney+: Black is King

Spotted by: Chris Hill

The visual album from Beyoncé reimagines the lessons of ‘The Lion King’ to help young kings and queens in search of their own crowns. Representing a great deal of diversity and connectivity, the film follows the voyages of black families, helping to guide a young king’s transcendent betrayal upbringing towards his destiny.

Writing for Decider, Anna Menta said that Black Is King is “an undeniably breath-taking, personal, and political work of art.”

Chris Hill said, “Recently released on Disney+, conceptually and visually this is outstanding. Very loosely based on Disney’s The Lion King, this is a retelling shot across three continents with raw young talent from Africa. Stylistically this is a tour de force and true artistic achievement with every frame painstakingly considered. Stunning and truly inspirational”.

“Recently released on Disney+, conceptually and visually this is outstanding.”

To watch the trailer, click here.

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