Whilst we normally expect spooky, spectacular seasonal marketing campaigns throughout October, this month we’ve been particularly drawn to campaigns making an impact. From climate change to real world lessons and practicality, DGT loves October’s take on marketing.
There is nothing scarier than climate change, which is why this month we are loving these powerful campaigns from textile brand Woolmark. Too many brands use the phrase ‘sustainability’ as a throwaway phrase, so throughout Woolmark’s thorough and thought-provoking campaign, they offer poignant solutions and perspective to the sustainability arguments.
The sustainability buzzword has been swapped for key phrases such as ‘why wear plastic when you could wear wool(?)’, or ‘buy less, buy better’. These particular questions cause for an informative and powerful approach to campaigning.
Its captivating campaign video, showing consumers dredging through thick, black, oil, expressing to the audience the heavy weight of wearing or using unsustainable materials. It’s simple slogan ‘Wear Wool, not Fossil Fuel’, reminds consumers that the brands they buy from often do not care for the planet nor the quality of product given to the consumer.
The campaign arguably places a lot of responsibility on the consumer to buy better and buy less unsustainable materials, however giving the ‘little man’ responsibility may help open consumer eyes to the damage large companies cause to the environment and help them take ownership of their carbon-journey.
For 50 years, Patagonia has pioneered stylish environmentalism, not for vanity or superficiality, but the benefit of company, customer, and climate, alike. The latest update from the billion-dollar company is taking a step away from profit-focused business, to purposing 100% of voting stock into the Patagonia Purpose Trust and 100% nonvoting stock to the Holdfast Collective.
What does this campaign show if not the commitment to creating legacy and longevity of both brand and environment. Will this bold move from Patagonia encourage, scare, or persuade other companies into fuelling more conscious campaigning or environmentally conscious values?
‘As we began to witness the extent of global warming and ecological destruction, and our own contribution to it, Patagonia committed to using our company to change the way business was done.’
The words of Patagonia’s founder Yvon Chouinard should spur many, many brands to follow in Patagonia’s humble footsteps. (Hint, Boohoo, hint)
The whole worlds a stage! Or more like, a game!
To celebrate 10 years of the addicted, beloved mobile game, ‘the latest Candy Crush Saga campaign gamifies the whole world and unlocks fun in real-life situations’.
Using omni-channel marketing, created by DAVID The Agency, the campaign brings Candy Crush to any available avenue that may feature colours and grids. Thanks to the obsession with Candy Crush, choosing a phone case or bowling ball, milk crates or flower bunches can only spark familiarity…
Seeing the game occur in real life, or signifiers of the game, is brilliant marketing to keep the game fresh in people’s minds, to encourage people to play or get talking!
Who hasn’t thrown a tantrum during a game of monopoly? Or thrown the board at least. For over 80 years, the infamous board games has been the root of most family game night fights. However, Monopoly’s latest campaign aims to take the worst of our emotions and create them into learning opportunities for young people (and maybe some older ones…).
The campaign is comedic and light, but perfectly exemplifies how to turn a negative stereotype (problem) into a positive change (solution.
From the creators of the agency, KesselsKramer, “in the safe space of a family game night, Monopoly can teach you a lot about how you express your emotions and how you deal with disappointments.” By turning the game into a resource for how one may learn their emotions, such as learning to lose or dealing with setbacks, the campaign pokes fun and makes light of how the game can bring out the worst in us all!
Smile (2022) debuted into cinemas using a wickedly brilliant marketing campaign, which succeeded in going viral. By way of using random ‘smilers’ to promote the film, these actors showed up to random media opportunities and simply smiled into any and every camera they could find… The results were unnerving and unbelievably successful in aiding buzz and intrigue around the film.
The premiere garnered a grin-worthy $22 million and $37 million in ticket sales at the North American and worldwide box offices, respectively. So, is this proof that wacky, simple marketing campaigns can result in excellent success?
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Posted by Luke on Tuesday 18th October 2022
