Adidas is energizing its global community by launching a new movement dedicated to the world famous socker player, Lionel «Leo» Messi. With the campaign, launched on March 1, the brand brings its fans together to celebrate the athlete, who is the also an adidas’s ambassador. The new effort aims to promote the Messi Collection range that includes the latest shoe, adizero f50 Messi boot inspired by Leo’s style.
digital campaign
Stop-motion is one of the favourite video techniques embraced by fashion brands like Louis Vuitton and Fendi. Another luxury brand, Hermès, uses an object animation in its latest campaign dubbed “Vive Le Sport” (“Long Live Sport”). There are four short spots directed by Simon Cahn that capture the spirit of the coming spring.
BMW is rolling out an international campaign, revolving around the brands’ unparalleled design solutions and ultimate visual perfection paired with great performance. The automaker’s new multimedia marketing effort, created with the focus on design and dynamics, is launching worldwide in the first quarter of 2013. It includes a TV spot, an app for iPad and Andriod tablet as well as print and online promotions. The «Designed for Driving Pleasure» campaign, developed in partnership with BMW Design and realized by Servicplan, has been already rolled out across Germany.
In 2013, Levi’s legendary jeans style, Levi’s 501, marks its 140 anniversary, and the brand encourages its fans from across the globe to join the celebration on the dedicated page. The jeans, which have been evolving and updating over the past decades to fit the new style movements, managed to preserve its authenticity and original spirit. This is perfectly reflected on the special digital wall, Levi’s501.com.
Australian-Zelanian drinks distributor and manufacturer Frucor Beverages has launched an interactive 8-week promotion for its V Energy drink, providing New Zealanders with a once-in-a-lifetime opportunity to become a ‘robber’ in a virtual space and steal their share of the $100,000 prize. The campaign, developed by BBDO NZ, encourages the country residents to steal the money from each other on the online destination launched at www.vrobbers.co.nz for a chance to receive their share in real cash after the competition ends.
Oreo sparks fight in its new “Cookie vs. Creme” campaign, which launched during Super Bowl in the USA yesterday. The brand, which in 2012 celebrated its 100th anniversary with a large-scale program that supported its status of “the world’s favourite cookie” through a series of rather controversial prints and initiatives, starts a new year with the two-month program, designed to divide the U.S. consumers into two camps, inviting them to decide, which part of Oreo they would like to take, the Cookie or the Creme.
Nivea For Men is launching a new campaign to support its men’s lines in Northern European markets—the theme of the new promotion, developed by the CMW integrated creative agency, is bar tricks. There are many ways to win the attention and recognition of the people around you, and mastering plain, but impressive tricks can make the path to the glory to be even shorter.
Building on the success of its For Women in Science initiative, L’Oréal starts a similar program for girls in the USA. The cosmetics giant has launched the dedicated www.forgirlsinscience.org website, which is “designed to inspire and empower girls to pursue careers in science, technology, engineering and mathematics (S.T.E.M).” The new online destination, created to support the emerging female scientists, works as an educative and entertaining site at the same time.