I’ve started grouping campaigns by theme on the site. Our Valentine’s collection was called “Love is Earned” and it’s about loyalty programmes that actually work for a second date. You can browse the full set on the Collections page.
But first, the picks from February.
What happens when a car manufacturer decides its safety innovations are more valuable shared than protected? Forty years of engineering, handed to competitors for free.
UN.patent — Activation Ideas
Renault made 40 years of crash test data public domain to save lives, not sell cars.
Dani Comar
A ketchup brand that figured out how to be useful inside a video game without interrupting anything. Sometimes the best brand move is solving a tiny, real problem for a very specific audience.
Hidden Spots — Activation Ideas
Online shooters have no pause button. Gamers love (or need) snacking while playing but if you eat, you die. Instead of interrupting gameplay with ads, Heinz mapped safe hiding spots inside Call of Duty where players could actually stop and eat. Missed opportunity for Kit-Kat. Oh, well.
Dani Comar
A $495 urn with a Bluetooth speaker in the lid. The product is the headline, but the smart bit is what sits behind it.
Eternal Playlist Urn — Activation Ideas
Two brands whose entire identity is refusing to be serious teamed up on the one product category that’s always serious. Only 150 urns, but the playlist generator is open to anyone (as long as you live in the US).
Dani Comar
The Collections page is new. Each month I’m grouping older campaigns around a theme so it’s easier to find inspiration and more useful for project research. More of that coming.
Dani
