Mother Los Angeles created an #OrderLocal campaign for Postmates that features celebrities urging viewers to support local restaurants by ordering takeout during the coronavirus pandemic. Among the stars who talk about their favorite local eateries via self-filmed video footage are Mindy Kaling, Cara Delevingne, Mario Lopez and Tiffany Haddish.
HSBC Bank USA and DoSomething.org tapped Marcus Scribner from "Black-ish" to star in a campaign that provides tips to college students on how to save money for Financial Literacy Month (April) and offers the chance to win a $2,500 scholarship. Scribner stars as a quiz show host and contestant in a "Would You Rather?" video, which will be promoted by social influencers, and people can take the quiz themselves to identify lifestyle changes that save the most money.
Social marketers took part in a Twitter chat to discuss the challenges of adjusting content during the coronavirus pandemic. Advice shared includes the need to display awareness and empathy, actively listening to the needs of customers, being helpful and taking a very flexible, nimble approach to adjust content strategies and scheduling.
The Cannes Lions International Festival of Creativity, which was rescheduled for October, has been canceled for 2020, following reports that holding companies including Omnicom and WPP didn't plan to attend. "We realize that the creative community has other challenges to face and simply isn't in a position to put forward the work that will set the benchmark," says Cannes Lions Chairman Philip Thomas.
Cutwater created "The Great Bunny Hunt" for Russell Stover, which invites Instagram users to find and capture virtual bunnies on branded posts and content from select influencers to win a year's supply of treats. Cutwater also adapted the brand's "Make Happy" campaign with a spot that encourages "virtual hugs," and people can also access branded GIFs to send virtual hugs to loved ones.
Stella Artois teamed with Netflix's "Love Is Blind" on a #WeddingContest campaign that invites couples who become engaged between March 13 and May 25 to share audio, video or photos of the moment on Twitter for a chance to win a wedding paid for by the brand. The push was introduced via an Instagram Live broadcast starring Lauren Speed-Hamilton and Cameron Hamilton, who got engaged on "Love Is Blind" and gave tips to viewers on romance in a time of social distancing.
Google posted an Instagram video showcasing its augmented reality animals available via Google Search, which invites users to transform their "home into a virtual zoo with #AR" and has attracted more than 286,000 views. The video shows viral footage of users placing a range of AR animals in their real-world spaces, including a tiger, giant panda and bear.
Claire Atkinson explores how some brands are pivoting campaigns to focus on helpful and supportive messaging during the coronavirus pandemic. American Association of Advertising Agencies President and CEO Marla Kaplowitz warns, "I'm seeing a lot of tone deaf advertising that isn't addressing the current moment," adding, "Now is the time you can be very creative, but you have to think through what are the messages and do you reflect what is currently happening?"
Agency leaders share how they're pitching virtually for clients during the coronavirus pandemic and how the changed dynamic affects the process. "It's forced us to be more direct in our presentations and disciplined about their delivery," says Forsman & Bodenfors New York's Alison Moser, while TBWA\Chiat\Day New York's Rob Schwartz notes, "Part of what clients are buying is the energy and enthusiasm of an agency. It takes a different kind of stagecraft to do it virtually."
BBH New York has appointed TBD co-founder and 180LA veteran Rafael Rizuto as its chief creative officer. "[Rizuto] has a remarkable track record of developing brilliant ideas that people care about, for everyone from big brands to pro bono organizations," says a BBH New York spokesperson.
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