I recently looked at the top 10 campaigns of 2011, put together by Marketing Mag: http://www.marketingmag.com.au/news/top10-experiential-campaigns-of-2011-8329/. Let me assure you, it makes for compulsive viewing! I spent a good hour reading this post, amazed by how creative people can be and just how much potential there is to create innovative, exciting and remarkable campaigns.
One of my favourite campaigns from the list is this campaign by Carlsberg. I think it's cheeky and makes you laugh. Importantly though, I'm not sure I come away from it resoundingly confident that it is a Carlsberg ad. It's more entertaining than pushing brand awareness.
I also really liked the way Corona moved away from advertising their product and closer toward environmental responsibility. The fit between the brand (which is renowned as being part of summer and beach culture) and the environment is extremely tight, and I think that is why this campaign works so well. In knowing that Corona has an environmental responsibility and is investing in the well-being of the planet makes me like the brand so much more. Here's the Corona Save the Beach campaign.
And lastly, I really loved the Coca-Cola Happiness campaign. It is fun, unusual and it keeps you guessing. Videos of Coca-Cola being handed out in surprising ways, for example via the vending machine in the video below, or being given out using a bespoke Coca-Cola truck is absolutely brilliant. After all, who doesn't like free Coke? This campaign makes me smile and its talkability is huge. Love it!
Have you seen any great campaigns lately that have made you smile, or even better, have made you desperate to buy something?
