Sprite has launched an international campaign calling younger consumers to listen to their own desires and follow their own truths. The effort dubbed “Obey You” includes a series of 20 films, where the voice behind the camera—the voice of Sprite—encourages teens and young adults to stay true to themselves in any situation of life.
Author: Anna Rudenko
Dove has partnered with Ogilvy Toronto to develop a project dubbed Real Beauty Sketches, inspiring women to see beauty in themselves. With the help of a portraitist, the brand has explored the difference between how women perceive themselves and how others see them. The findings are revealed in the key 3-minute web film as well as in a series of shorter interviews.
The Italian fashion house Versace is unveiling a new collection of luxury furniture pieces in its new promotion, rolling across multiple channels. Acclaimed LA-based artists and designers Nikolas and Simon Haas have created a range of lavish Versace Home pieces for those who adore the opulent merge of gold and leather. The brand’s creative partnership has been described on Facebook page and Versace’s website that feature photos from the capsule collection’s launch and hi-res images of the pieces.
IKEA UK is unveiling a new phase of the last year’s campaign focused on outdoor living solutions. The new chapter of the promotion, “Make more of your garden,” is inspiring consumers to treat and furnish their garden spaces just like any room inside the house. The major element of the latest installment is a surrealistic “thriller” music film that narrates a story of a battle between a typical English family and mischievous garden gnomes.
Electrolux is unlocking design talents in children, from toddlers to tweens, with the new competition that rolls out on the brand’s Facebook page. The Design Playground contest invites parents from all countries excluding the USA, Italy and Russia to share their kids’ kitchenware concepts. The project doesn’t include cash prizes, still it helps bring the ideas of emerging talents to a professional level—the most impressive ideas will be turned into 3D sketches.
Heineken is re-inventing clubbing experience with the introduction of the Heineken Ignite beer bottle that detects and responds to people’s motion and sound vibrations. The prototype of the brand’s “first smart beer bottle” was revealed at 2013 Design Week in Milan on April 9 as part of Heineken’s Lounge of the Future concept. For the project, the digital team of the beer giant has collaborated with Tribal DDB Amsterdam and a selection of other partners and experts from various fields.
Diet Coke has released a new commercial as part of its collaboration with Taylor Swift, who became the brand’s ambassador earlier this year. The new 33-second commercial premiered nationally during yesterday’s “American Idol” in the USA. The spot by Droga5 New York arrives one week after Coke’s major rival, Pepsi, unveiled its spot “Mirror” for Pepsi Max starring its global brand ambassador Beyoncé.