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The week's Top5 marketing campaigns
1
RSPCA - For Every Kind
We launch this week's Top5 with new work from UK animal welfare non-profit, the RSPCA, marking the charity's 200th birthday. Creative through AMV BBDO.
| 标题 | For Every Kind |
| 广告公司 | AMV BBDO |
| 广告战役 | For Every Kind |
| 广告主 | Royal Society for the Prevention of Cruelty to Animals International |
| 品牌 | RSPCA |
| 首次发布日期 | 2024 / 4 |
| 行业领域 | 动物权利、安全及收养 |
| 哲学 | a new purpose was crafted to inspire people to support the RSPCA and the animal welfare cause: "Inspire everyone to create a better world for every animal." This purpose was then tested using the Loops technology platform, gathering feedback from thousands of individuals both within and outside the organisation. This ensured that the purpose truly reflected the RSPCA's values and would resonate with supporters, internal teams and the wider public. |
| 问题 | For more than two centuries, the RSPCA has been pushing boundaries and raising standards to help animals live fairer and better lives. Now, in a pivotal moment, the charity introduces a new strategy designed to respond to the growing challenges faced worldwide and inspire a million acts of kindness for animals. To define its next 200 years, the organisation has partnered with global branding agency Jones Knowles Ritchie (JKR) to unveil a new purpose, positioning and branding. The charity has also tasked creative agency AMV BBDO to bring its new strategy to life through a powerful and empathetic brand platform. JAA delivered the media strategy and buying, which includes TV, Cinema, OOH and Digital; a launch partnership with Channel 4, Studio Lambert and Gogglebox will kick off the campaign. |
| 媒体类别 | 电视 |
| 长度 | |
| Soundtrack | Respect |
| 广告经理 | Olivia Reid |
| 广告经理 | Louise Stevens |
| 广告经理 | Zoe Lomax |
| 广告经理 | Sarah Durbin |
| 创意总监 | Jack Smedley |
| 创意总监 | George Hackforth-Jones |
| 首席创意官 | Nicholas Hulley |
| 首席创意官 | Nadja Lossgott |
| 创意团队 | Sophie Beard |
| 创意团队 | Mike Kennedy |
| Designer | Kate Whitley |
| Agency Account Team | Alex Bird |
| Agency Account Team | Henrietta Corley |
| Agency Account Team | Georgia Phillips |
| 广告公司制片 | Edwina Dennison |
| 广告公司制片 | Tara Megson |
| 广告公司制片 | Polly Lowles |
| 广告公司制片 | Joe Sloane |
| 客户企划 | Margaux Revol |
| 客户企划 | Kerrie Boyes |
| 制作公司 | Somesuch |
| 制作公司制片 | Elly Camisa |
| 执行制片 | Chris Watling |
| 导演 | Raine Miller |
| 后期制作 | Untold Studios |
| 后期制作 | Ella Glazer |
| 执行制片 | Tom Igglesden |
| 创意总监 | Tom Raynor |
| VFX Artist | Adam Grint |
| CG Lead | Kanishk Chouhan |
| 音效 | Sound Tree |
| Sound Engineer | Luis Almau |
| 音频 | Jay James |
| 歌手 | Aretha Franklin |
2
MyClimate - myclimate Carbon Tracker (Film)
Jung von Matt/ Havel
60% of travel bookings are inspired by influencers. This social media activation from MyClimate raises awareness of the need for carbon-conscious travel, by responding to influencer and celeb posts.
| 标题 | myclimate Carbon Tracker (Film) |
| 广告公司 | Jung von Matt/ Havel |
| 广告战役 | myclimate Carbon Tracker |
| 广告主 | Myclimate The Protection Partnership |
| 品牌 | MyClimate |
| 首次发布日期 | 2024 / 4 |
| 行业领域 | 环境与生态问题 |
| 剧情简介 | The jet-setting lifestyle of influencers and their excessive air travel cause massive climate-damaging emissions. A large-scale climate protection campaign by the NGO myclimate is now publicly confronting these celebrities – on their own channels. Many influencers use location markers on Instagram to share their trips. In collaboration between Jung von Matt HAVEL and the developers from Championship Records, the "myclimate Carbon Tracker" was created. This intelligent bot analyzes location markers in social media posts from over 1000 influencers and celebrities. Based on the distance between two posts with location markers, it identifies flights and calculates the resulting emissions. Based on this, the bot generates a personalized comment, reminding them of alternative travel options and donations for climate projects. For particularly prominent frequent flyers, completely individual comments are written. At the same time, the travel activities are included in the first influencer CO2 ranking at carbontracker.myclimate.org. myclimate aims to raise awareness of climate-damaging travel behaviour, offer alternatives, and call for responsibility for one's own emissions. The initiative is accompanied by a campaign on social media, which, not without irony, asks people to donate for the influencers if they fail to fulfill their responsibility. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 创意总监 | Arne Stach |
3
Agenda Antarctica - Antarctica Flag Redesigned
Agenda Antarctica redesigns the continent's flag to highlight just how much plastic has become part of the ecosystem. Creative through Publicis in Canada.
| 标题 | Antarctica Flag Redesigned |
| 广告公司 | Publicis Canada |
| 广告战役 | Antarctica Flag Redesigned |
| 广告主 | Agenda Antarctica |
| 品牌 | Agenda Antarctica |
| Posted | 4月 2024 |
| 行业领域 | 机构/公益组织/非盈利组织 |
| 剧情简介 | Antarctica is traditionally known as a land covered in clean ice and pristine snow, but latest research by the University of Canterbury in New Zealand reveals a much starker truth. The continent, much like the rest of the planet, is suffering the impacts of global plastic pollution. In response to this recent scientific discovery, Agenda Antártica, a non-governmental organization that works for the environmental preservation of the Antarctic continent and the Southern Ocean, has commissioned a redesign of the Antarctica flag by its original author, renowned vexillologist, Graham Bartram. Formerly a white map of the continent symbolizing Antarctica’s distinctive attributes as a hub for scientific collaboration, peaceful coexistence, and nature conservation, the new flag shows a continent dotted with colourful shapes symbolizing the actual microplastics found within Antarctic snow. "The discovery of microplastics (plastic pieces smaller than 5mm) in Antarctic snow is a wake-up call to the world," said Graham Bartram. "Through this redesign, I aim to ignite a global conversation about our responsibility towards the environment and the urgent need for collective action to combat plastic pollution." “This redesigned joint initiative aligns with growing international concerns about environmental degradation and the need for sustainable practices. The new flag will serve not only as a symbol of Antarctica's environmental significance but also as a call to action for nations, corporations, and individuals to address the pervasive issue of plastic pollution”, said Dr. Horacio Werner, Executive Director of Agenda Antártica. Far from just being a symbolic gesture, the new flag aims to reignite discussions around the University of Canterbury’s scientific findings, drawing much-needed attention to the broader implications of plastic contamination in remote and ecologically critical regions like Antarctica. In conjunction with the flag's redesign, a dedicated website has been launched – http://antarcticaflagredesigned.org/ – where individuals and organizations can learn more about the impact of plastic pollution and take a proactive stance. Visitors to the site are invited to sign a pledge supporting the establishment of a strong Global Plastics Treaty, a crucial step in combating the pervasive issue of plastic pollution worldwide. |
| 媒体类别 | Web Film |
| 长度 | |
| Press Relations | North Strategic |
| Music Supervision | Michael Bertoldini |
| Music Supervision | Andrea Morelli |
| 音乐公司 | Seppl Kretz |
| 音乐公司 | Marvin Losch |
| 导演 | Yan Cucco |
| 制作 | The Pub Productions |
| 音乐 | Magma Music |
| Directors Assistant | Linda Djelailia |
| 剪辑师 | Neal McAuley |
4
Greenpeace France - Plastic Attack
A ridiculous scenario? Not so much. Greenpeace in France tells us that we are unknowingly ingesting 5 grams of plastic each week. Creative through independent agency la chose in Paris.
| 标题 | Plastic Attack |
| 广告公司 | la chose |
| 广告战役 | Changeons le scénario |
| 广告主 | Greenpeace |
| 品牌 | Greenpeace France |
| 首次发布日期 | 仅限订阅者 |
| 行业领域 | 仅限订阅者 |
| 剧情简介 (原始语言) | 仅限订阅者 |
| 哲学 (原始语言) | 仅限订阅者 |
| 媒体类别 | 互动 |
| 长度 | |
| 广告经理 | La....ce V...e 仅限订阅者 |
| 广告经理 | P...re K....el 仅限订阅者 |
| 广告经理 | My....le G...ud 仅限订阅者 |
| 创意总监 | C....es F....nd 仅限订阅者 |
| 美术指导 | H..o M...us 仅限订阅者 |
| 文案 | M...in Ep....ud 仅限订阅者 |
| 战略企划 | C...ine F...e 仅限订阅者 |
| Founder / President | E..c T..g C...g 仅限订阅者 |
| 客户总监 | G...ia Am....ag 仅限订阅者 |
| Director of Development | M....ne Mat.......uyen 仅限订阅者 |
| 制作公司 | Da....ng 仅限订阅者 |
| 制作公司 | Sur........s.tv 仅限订阅者 |
| 导演 | Al.....re C....ès 仅限订阅者 |
| 制片 | J...my A...un 仅限订阅者 |
| Director of Production | T....ut C....ud 仅限订阅者 |
| Executive Production | S...t Gi.....re 仅限订阅者 |
| Executive Production | ecl......net 仅限订阅者 |
| Chief Operator | Va....in V...et 仅限订阅者 |
| 后期制作 | .2 P..t 仅限订阅者 |
| 剪辑师 | N....as La......ere 仅限订阅者 |
| 音效 | S...l T..g C...g 仅限订阅者 |
| 音效 | S...io .8 仅限订阅者 |
| Cast | ..a D...no 仅限订阅者 |
| Cast | A...is F..e 仅限订阅者 |
| Cast | Fr....�ric C...e 仅限订阅者 |
| Cast | L....tia L...ni 仅限订阅者 |
| Cast | S....en M...s 仅限订阅者 |
| Cast | M...me B....et 仅限订阅者 |
5
Hyundai Motor - Forward Collision
The Last Safety Feature is a new OOH, print and social global campaign from Hyundai that highlights how the company is going carbon neutral. The message is that no safety feature is going to save us from climate catastrophe.
| 标题 | Forward Collision |
| 广告公司 | Jung von Matt / Neckar |
| 广告战役 | The Last Safety Feature |
| 广告主 | Hyundai Motor |
| 品牌 | Hyundai Motor |
| 首次发布日期 | 仅限订阅者 |
| 行业领域 | 仅限订阅者 |
| 剧情简介 | 仅限订阅者 |
| 媒体类别 | 平面 |
| 市场 | 仅限订阅者 |
