Nike has released ‘Bleed Blue Pledge,’ a new ad campaign where the pride, passion, and fearless soul of Indian cricket brought to life through the voice of the elite athletes of Team India. During the 60-second ad the members of the Indian Cricket Team articulate the passion for cricket in this country, pulling back the curtain long enough for the viewer to witness how the game is played, loved and revered from the perspective of the athlete.
festivals and competitions
Yesterday, March 22, the planet celebrated World Water Day, and it was a great opportunity for the jeans brand Levi’s to remind consumers about its commitment to save water and engage them in a new online activity, which raises awareness about the vital drinking water issues. The new interactive WaterTank game, launched on Facebook, encourages users to ‘unlock’ clean water by taking up various challenges ranging from tweeting to answering related questions. The key element of the interactive project is Levi’s Water<Less jeans, a collection of denim made by using less water during the finishing process, which was launched in January 2011 and is helping to save millions of liters of water.
The ‘before and after’ method is the best ones for proving that a product really delivers positive changes. Most frequently, this approach is employed in promotions for cosmetic lines and food brand—and the new campaign based on this approach is all about animals. Purina is inviting animal owners to tap into the 60-Day See the Difference Challenge, through which the pet food brand offers to see the positive difference of feeding animals with the brand’s products and then share the testimonials with public.
The tournament-style Sprite Step Off competition returned with a six-city tour kicked off on March 19 in Charlotte, N.C. with teams from across the country competing for two $100,000 grand prizes in scholarships. Regional event competitions also will take place in Chicago, New York, Atlanta, Los Angeles and Houston, with the winning teams advancing to the national championship in Washington D.C. on May 21.
What is success? Nokia teamed up with Wieden + Kennedy Amsterdam to answer this tricky question in its latest global campaign, promoting smartphone E7. The brand is encouraging consumers to look at their life from a new point of view and decide what real success means to them—is it just about money they make or something really priceless, like friendship, happiness and those little sunny moments of life. The global multiplatform campaign revolving around tagline ‘Success is what you make it’ includes digital promotion, prints and 15-, 30-, 45- and 60-second TV-commercials, which feature a variety of E7 users from all around the globe.
Pepsi is celebrating up-and-coming artists by launching a new system that rates their popularity based on social media buzz around them. The iconic soda brand launched The Pepsi Music Index, a live ranking engine which analyses people’s real-time opinions on the performers and presents ‘the feedback’ in a clear ranking. The new system is very similar to the MTV Music Meter launched in mid-December 2010, which also builds a chart of the most popular emerging performers based on real-time discussions about them in the digital world.