Levi’s is switching from an energy-packed “Go Forth” message, which has been used for the past five years, to a personal experience approach in its new promotional campaign “Live in Levi’s.” The multi-channel effort, developed by FCB and The House Worldwide, builds on real life stories of people who choose to wear Levi’s jeans for various occasions, throughout their life.
Author: Anna Rudenko
Mercedes is exploring the packing habits of its users in a new promotion that revolves around the ways personal belongings could be put into the Mercedes GLA car’s cargo space. The brand has approached influencers and creators, asking them to share what packs of goodies they would put into the car.
Virgin Media is promoting a new package of technology services named “Big Kahuna” with a series of physical experiments revolving around blasts. For the experiments as part of the “Make It Big” effort, they take everyday things and put them in the conditions where these objects explode, to a total enjoyment of the audience.
Dell has released a mockumentary that describes its “recently opened” center for selfie-improvement. While many criticize the selfie phenomenon, Dell decided to seize the movement and build a whole campaign on it. The effort is rolling out on the brand’s corporate tumblr page that is full of micro content that revolves around past and present of selfies.
Bacardi recognizes the sports passion vibe and celebrates untameable football fans with a campaign that drives company’s owners feel more sympathy towards real fans who don’t want to miss important World Cup matches. The new campaign, BACARDÍ Untameable Fans, encourages US soccer fans to sign and share a petition asking their employers to give them more free legitimate time during the working day.
Heineken is celebrating the Gay Pride Month with a multi-platform campaign dubbed “Like for Love” by Wieden + Kennedy. The brand’s Instagram account features a series of photos of actual gay couples posing against vibrant mono color background—one of the colors in the rainbow.
Cannes Lions, one of the most respectful events in the advertising and media domain, has unveiled major winners in 18 categories, spanning from traditional Media, Design and Film Lions to Innovation, Product Design, and Grand Prix for Good Lions. The last category’s winner and contenders as well as trends and niches they stick to are detailed below.