Snapchat rolled out its biggest global campaign to tout its augmented reality capabilities, which features digital and out-of-home lenses and Snapcodes customized for major cities, including several in the US. Brand partners for "Open Your Snapchat" include Legendary Pictures, Warner Bros. Pictures and Disney+, with AR try-on features from American Eagle, Jordan Brand, Ralph Lauren and others.
McDonald's has revealed the latest collaboration in its "Famous Orders" campaign, created by Wieden+Kennedy New York: a limited-edition Saweetie Meal that will come in "icy" packaging and feature "Saweetie 'N Sour" sauce in honor of the hip-hop artist. "We're thrilled to team up with Saweetie, a true brand fan who puts her own spin on everything she touches across music, fashion, beauty and culture," says McDonald's USA's Morgan Flatley.
Apple's "Hello Sunshine" spot for its Watch Series 6 opens with a woman declaring "This summer, all I want to do is relax" as she lies in a sunbathed meadow, before her Apple Watch spurs her to add running, swimming, rock climbing, dancing and increasingly ambitious activities to her summer list. The ad is directed by Pulse's Oscar Hudson and showcases all the activities than can be monitored by the device.
Amazon generated nearly $8 billion in ad sales, along with sales of other services, during the second quarter, marking 87% year-over-year growth. Amazon Chief Financial Officer Brian Olsavsky attributed the increase to its "over 40 new features and self-service capabilities," such as regional sponsored product campaigns and expanding services in Europe, Australia, India, Japan and Saudi Arabia.
Mischief @ No Fixed Address created a "Chickenflation" campaign for Alpha Foods that touts the brand's meat-free products as a way to survive the national chicken shortage due to the "flock market" crash. The campaign features a takeover of NASDAQ's digital billboard, a full-page ad in The Wall Street Journal and teams in Times Square giving away coupons offering nearly 30% off the brand's products.
TikTok created a "Re:Make by TikTok" campaign that features some of the platform's top creators reimagining three classic ads -- TBWA\Chiat\Day New York's "Touch" for Skittles, BBDO New York's "Game" for Snickers and Wieden+Kennedy Portland's "The Man Your Man Could Smell Like" for Old Spice. The push was created by BBDO, Mars and Mars Wrigley's The Hive and Procter & Gamble, and #TikTokRemake encourages others to share their own ad remakes or suggest other spots to be remade.
Marcus Thomas and Hello created a pro bono TV campaign for nonprofit Lifebanc to raise awareness of the urgent need for organ and tissue donations. One 30-second spot, "Jacques," features a man emotionally reading out his own obituary, which never had to be printed because he received a liver transplant.
The Audience Solutions feature of Google Ad Manager will soon feature new analytic tools to help publishers and brands with media networks manage first-party data. Audience Explorer shows audiences by factors such as browsers or platforms, Scorecard Table offers audience segment profiles and Segment Overlap and Comparison identify differences and points of commonality.
Snapchat has enhanced its Snap Ads Manager with a Campaign Lab tool. Brands can use the tool to conduct split tests, view results to determine which works best and receive recommendations based on past tests for actionable steps.
Nette Gaastra, creative director at 50,000feet, talks about her career, creative inspirations and favorite work, including a rebranding project for Etain Health. "The founders are very driven and hands-on, and I feel the work really contributes to their hard work and success," Gaastra says.
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