The launch of the Google Pixel 2 needed something extraordinary to grab the attention of Germany’s ‘cool kids’ in what is already an oversaturated, loyalest, smartphone market.
Science fiction and virtual reality provides a temporary world of escape and fascination with an extraordinary departure from the everyday norms. The same could be said for the Google Pixel 2, with unmatchable AI capabilities and features, taking the smartphone world to an entirely different universe.
The best way to understand the magical AI capabilities of the Google Pixel 2, is to step inside it. The construction of a real Sci-fi Super Mall provided the perfect platform for the experiential and social launch, as highlight features were brought to life allowing Germany’s influential voices to interact with, and immerse themselves in the device.
Social media impressions were double that of the first Google Pixel launch in Germany. Over 580 organic (non-paid) influencer postings achieved, with the influencer post engagement rate 3 X higher than benchmark.
Google x BoilerRoom
WHAT THE GEL
The first global campaign for ASICSTIGER took inspiration from the brands founding ethos of “Sound mind, sound body” and the unique GEL technology within the shoes, to launch the new brand expression, WHAT THE GEL.
Media: Social and digital
In the era of fake news, newness at the speed of light and ‘likes’ over everything, transparency and authenticity has been lost. The art of being true to yourself is rare and refreshing.
The campaign challenges you to look beyond the noise and the hype as it establishes the brand attitude. The campaign saw ASICSTIGER collaborating with three unique and talented individuals who share their philosophy and journey as they continue to embrace a life of authenticity.
Campaign launched April 2018. The campaign achieved the highest engagement scores for the brand and early indications of 2.5 X increase in brand consideration and liking scores.
Jessica Jones S2
The second season of the ass-kicking Marvel comic series, Jessica Jones, was set to launch 8 March 2018 in Germany. The exact same day as International Women’s, how apt?
Female strength and empowerment are no longer ‘novel’ sentiments. We are in the era of the strong woman. Of women who have their own voice, own strength, without seeking validation from the ‘boys club’.
On such a significant day, a day that celebrates women’s rights, we looked to the hero of the show and asked one simple question…”What would Jessica Jones do?” to honour female empowerment? She would take down the patriarchy, of course. And so we constructed an “Army of empowerment” - an interactive installation that gave women the opportunity to speak up, let it out and kick some ass.
Social conversation for the launch of the show was above daily norms. The installation generated significant participation from a cross section of women, throughout the day.
I AM SELF. I AM TRIBE.
The follow up campaign for GELKAYANO Knit, taking inspiration from the product knit design. The campaign took a deeper look into the philosophy of “Togetherness”.
The sense of ‘belonging’ need not exist in absence of individuality. Sometimes the very thing that separates us is what unifies us. True connection is often rooted in knowing ourselves and not being afraid to bringing our own unique voice to the table.
The integrated campaign highlights the unique perspective of each of the four individuals featured, exploring the role of each within their “tribe” and what “tribe” means to them.
Brand affinity scores were significantly bolstered, while sales noted spikes across the region, that coincided with each video drop.
ASICSTIGER | I AM TRIBE ft. DADOUM
ASICSTIGER | I Am Tribe ft. Emis Killa
ASICSTIGER | I Am Tribe ft. Daniel Pacitti
ASICSTIGER | I Am Tribe ft. Katharina Damm
ONITSUKA TIGER (EMEA)
2018 sees the world celebrate the most iconic cartoon couple, Mickey and Minnie Mouse. In honour of this, Onitsuka Tiger and Disney collaborated to release a selection of sneakers to celebrate the occasion.
You are never too old or too young to appreciate Mickey & Minnie Mouse and the simple childlike fun they represent. The simplicity of this timeless classic should be celebrated.
Inspiration for the simple social and retail campaign was taken from the original Mickey & Minnie line sketches. The concept used a bold style to accentuate the simple silhouette of the shoe.
JET Fashion (South Africa)
For the 2016 Intimate WearValentine’s campaign, JET Fashion embarked on a campaign that boldly turned the unhealthy obsession with picture perfect bodies on its head, with a powerful campaign that focused on self love and acceptance above all else.
Body image is a major issue for most women, young and old, as they strive to meet unrealistic standards set by fashion brands, media houses and popular culture voices. During the ‘universally accepted’ month of love, intimate wear is seen as a sexy accessory to a romantic occasion. Conversely it can have the opposite effect, causing significant amounts of anxiety and self loathing due to pre existing body image narratives. JET Fashion wants to change this narrative, this month and every month. True love begins with you.
A fully integrated campaign (traditional, social, digital), focused around a selection of culturally and body diverse, everyday women, who have embraced their own unique shape and voice, telling their story of self love.
During the month of February, intimate wear outperformed all other areas within the business by 11,5%. Furthermore, year on year sales across all areas of business saw an increase.
Total campaign reach was logged at 35million people with earned PR at over R4.2million and a media value of R2million.
JET - Love yourself video
CHICKEN LICKEN (South Africa)
Chicken Licken is one of South Africa’s leading fast food brands. Known for tasty fried chicken and unexpected advertising campaigns, this commercial was developed to promote the “Chicken ‘n Boerie” burger. Both are popular South African flavours on their own, never combined.
Some tastes are so true to who you are, they just work, even if a little weird or unexpected.
The film shot documentary style, highlighted the juxtaposition of the flavour by capturing true South African characteristics and mannerisms in the most unexpected of places, i.e. Iceland. The campaign was shot in Iceland with an entirely (bar one) Icelandic cast.
Sales increased from the first month and continued for the duration of the campaign. Digital response achieved 5 X industry standard for video views, and 6.5 X times for engagement.
Chicken Licken - Icelandic Boy
CASTLE MILK STOUT (Southern Africa)
Castle Milk Stout has a strong heritage within South Africa, and extended parts of Africa. Over the years, the brand has transitioned as it strives to appeal to a broader audience, with an appreciative palette.
South Africans, and Africans, have constantly sought the approval and validation of the western world, at times compromising and reducing our own unique heritage, culture and creativity as a result. But no more, there has never been a more pressing time to boldly express a sense of afro-optimism. Africa, it’s our time.
The film is is a strong message intended to reawaken our African spirit, a rallying call for Africans to proudly embrace and reclaim their unique heritage, creativity, tradition, innovation with pride.
THE POWER OF ONE
The South African Breweries/ AB InBev is commitmited to providing and contributing to economic growth and improvement for South Africa. The organisation has demonstrated this commitment by developing 4 Entrepreneurship programmes, that are focused on building sustainable future for the country.
Entrepreneurship has been identified as one of the key pillars to helping reduce the high unemployment rate within South Africa. Success begets success, and so the success of one entrepreneur creates a chain reaction/ ripple effect of employment.
Borrowing from SAB’s own history, the campaign tells the story of the company’s founder, Charles Glass, one man with the idea to start up a brewery. Through the right support at the time, he was able to do so, and today SAB is one of the most successful breweries in the world.