It takes a lot to be in hearts of consumers for decades, inspire them and help them live a brighter life. The LEGO brand, which celebrates its 80th anniversary this year, has a lot to tell about its path to success and the inspiration and love which drove the company to the heights. Staying loyal to its kids style, the brand released a 17-minute long animated film, which immortalizes the life of Danish toymaker Ole Kirk Christiansen, who founded the company back in 1932 as well as puts the lives of his successors—his son Godtfred, the second owner of LEGO, and current owner Kjeld, the founder’s grandson— into the spotlight.
Author: Anna Rudenko
Coca-Cola’s Relentless Energy Drink brand has released its first commercial starring rapper Professor Green, who was announced its ambassador earlier this summer. The musician, who last year also became the face of PUMA, is an ideal match for the energy drink since he embodies the product’s bold and rebellious spirit and attitude, and this is reflected in the advert, which aired last week.
This summer, Stella Artois is promoting its cider with a pinch of French atmosphere and reference to one of the most stylish game, bowles. On the Stella Artois UK Facebook page, the brand has kicked off a new sweepstakes, inviting its fans to win a limited edition boules kit (C’est boules. Not bowls) for great night out with friends. The competition, which is open for the UK residents, is running through the end of summer, the submission period closes on August 31.
YouTube has been serving as a hub for both entertainment and news-related footage for years, and has turned into a platform for latest citizen-uploaded footage videos on things happening around the globe, from street disturbances and demonstrations, to on-the-spot reporting covering elections or natural disasters. Last month, the video sharing platform launched a face-blurring tool to help secure anonymity when posting footage, and now it presents a new channel, The I Files, dedicated to investigative reporting.
Nivea is offering its fans a once-in-a-lifetime opportunity to share their personal style and creativity on a cap of a lipstick. The cosmetics brand has launched a competition dubbed ‘Kiss of a Style’ on its Facebook fan page and is calling its US consumers to join in to develop a design for the Nivea Care Lip packaging for truly memorable kisses. The winning limited-edition design will go live and be featured on caps which will be sold in stores across the USA in early 2013.
Volkswagen has launched one of the greatest Olympic-themed projects this summer—the auto brand, which recently created Fanwagen based on Facebook likes, unveiled a totally unique and hilarious car powered by sport fan screams. The manufacturer launched the Up! Holland Up! project,which encouraged the Netherlands teams fans to win tickets to the London event by screaming out loud in a weird car 100-meter cheer race, in which the Volkswagen car were running on noise the fans create inside the vehicle.
LG encourages the US nation to tackle bullying and help create the friendly atmosphere in communities across the country. The tech giant supports Cartoon Network’s ‘Stop Bullying: Speak Up’ campaign by launching an initiative at the sixth annual LG U.S. National Texting Championship next week on August 8. The brand will encourage people in the US to enter a simple message ‘Join LG’ and send it to 27777 during the special ‘Text for the Cause’ round. Each text pledge will bring $1 to Cartoon Network from LG (up to $50,000)—the donated money will be spend on distributing more bullying prevention toolkits for middle and high schools across the country.
Gap celebrates the school season and promotes its new fall collection for kids by launching the Shine On campaign in the USA and Canada. The new promotion, which basically syncs with the brand’s Be Bright positioning for older consumers, features kids ranging from one to 12 years old, who are spreading joy around themselves and painting a mural on the campus of Daniel Webster Middle School in Los Angeles with vibrant colours.
It’s nearly impossible to create a better beer formula, but creative minds can offer new approaches to take the beer drinking process to the next level. As part of its Ideas Brewery project, HEINEKEN is challenging innovators from all around the globe to think and offer some new draught beer experiences. It is the second Open Innovation Challenge within the project (in April, when the Ideas Brewery was founded, the company called beer fans to create the innovative packaging for beer), and the beer maker wants contestants to use all their talent and technological solutions from other fields, the entertainment and gaming industries to name a few, to develop a truly stunning experience.