Dentsu has announced a global integration of Quantcast with Merkury, its data, identity, and insights platform. The partnership combines Merkury with The Quantcast Advertising Platform to enable more precise audience targeting without reliance on third-party cookies. Through this data integration, clients can now access more than 10,000 custom consumer data attributes to build audience profiles and apply scaled AI to identify the most relevant consumers based on online data signals across CTV, desktop, and mobile devices.
NatWest Business has launched its latest creative campaign in partnership with VaynerMedia EMEA. ‘Challenge the Challenger’ sees entrepreneur and influencer, Daniel Ashville, ask 3 ex-Team GB athletes about their business ventures while being challenged by taking on the sports they excel in. Drawing inspiration from hugely popular shows, such as Hot Ones and Taskmaster, this campaign resulted in a content series that highlights the parallels between business owners and athletes through a unique and engaging format that goes beyond the traditional interview. The format of the show is set up to shed light on issues that new business owners might face, from people who have transitioned from one career into another. The campaign is now live across TikTok, Instagram, LinkedIn, Facebook and YouTube and features swimmer Alice Dearing, gymnast Beth Tweddle, and cyclist Rob Hayles.
UK-based independent environmental charity Keep Britain Tidy has launched a new social campaign featuring an interactive DOOH special build which distributes ‘Butt Boxes,’ to help smokers responsibly dispose of their cigarette butts. VCCP London and digital experience agency Bernadette worked together on the campaign, which aims to educate people on the scale of the problem and give those who smoke an opportunity to do the right thing by using a ‘Butt Box’ to store their litter until they find a bin. The new film, published on social media, focuses on a special DOOH installation built on New Street in the centre of Birmingham. A smoke detector was used to trigger a special interactive animation to grab the attention of passing smokers and to dispense a ‘Butt Box.’ The animation features Drake, the duck who has starred in recent Keep Britain Tidy campaigns, ‘tapping’ at the screen of the D6 display when smokers approach. Digital experience agency Bernadette created a 3D model of Drake for use in assets across the campaign including this installation.
Beaches Resorts, part of Sandals Resorts International, has launched a cross-platform campaign to promote its Turks & Caicos resort featuring influencers instead of models for the first time. The new campaign has been created and produced by influencer marketing agency, redpill, and marks its first full-service work for the luxury holiday brand. The campaign features the intertwining narratives of five content creators’ families as they create their holiday experiences at Beaches Resorts Turks & Caicos. The work targets families in the UK and US who may consider a Caribbean holiday. Running across linear TV, video on demand, cinema, digital, and social, the media agency is the7stars in the UK.
As part of “The Heart of the Spirit” campaign, The Macallan, the Scottish whisky brand, has launched an immersive global digital experience, created with boutique agency Potlatch and leading creative studio Pixel Artworks, to celebrate its 200th anniversary. Guests will be taken on a journey through time, as celebratory poetry and illustrations, crafted by Scottish poet Jenni Fagan and Spanish artist Javi Aznarez, are brought to life in this immersive digital experience at The Macallan’s home in Speyside, Scotland, before touring cities globally throughout 2024. The brand has worked closely with Pixel Artworks and Potlatch to curate and launch the experience that invites guests to embark on a journey, diving deep into The Macallan’s past, present, and future. As guests explore the brand’s story, they will be offered a glass of whisky to fully immerse themselves in the essence of Macallan. The experience, which launched at the Macallan Estate in Speyside on 5 June, will remain open until Summer 2025. The illustrations and poems will also be available as a four-part seasonally themed series by Javi Aznarez and Jenni Fagan across digital, print and OOH in cities worldwide.
Creative agency SuperHeroes has announced its latest campaign with Lenovo. Eight award-winning AI artists have delivered interpretations of why it’s ‘gonna be a good good summer’ – by showing how AI can bring creative ideas to life in new ways. The work is celebrating Lenovo’s new Yoga Slim 7x laptop powered by the Snapdragon Elite X processor. The result is seven original films by digital creators selected and briefed by SuperHeroes, that demonstrate the artistic capabilities of AI and new digital tools. The open brief was designed to give the filmmakers a chance to flex their creativity and tell stories in their own style, which will be shared across social channels and paid support by Lenovo in partnership with Qualcomm.
Middlesbrough Football Club has announced the extension of its contract with Visualsoft, an eCommerce and digital marketing agency. The club initially sought Visualsoft’s expertise due to a perceived stagnation of their official retail website, which led to Visualsoft partnering with the club for a complete overhaul of their digital presence in May 2020.
