Coors has unveiled its biggest ever influencer-first, through-the-line campaign supported with in-store activation, media buying, social and earned. The influencer campaign is formed of an episodic social media series titled, Race to Red Rocks, to be published over the course of four weeks starting on 25 July 2024. The series will see TV personalities, Sam Thompson and Pete Wicks, take on challenges across various locations in Colorado, the home of the beer brand, in a bid to make their way to the Red Rocks Amphitheatre for a VIP experience, featuring multi-platinum, Grammy-nominated Icelandic rockers, Kaleo. The content will be published twice a week for two weeks, before finishing off with two reels showcasing the highlights, as well as unseen clips and bloopers from the shoot. Race to Red Rocks episodes will be published as collaborations on Coors’ Instagram channel, @coorsbeer, as well as Sam Thompson and Pete Wicks’ Instagram channels (@samthompsonuk and @p_wicks01). Additionally, the influencer content will be supported by a paid campaign as well as organic social media content to be hosted on Coors’ owned channels. The influencer marketing and lead campaign agency is Havas Red.
Wavemaker has been appointed by L’Oréal International Distribution (LID) as its EMEA media agency. The three-year contract starts in September 2024. The decision follows a six-month competitive process supported by the independent media and marketing consultancy Ebiquity. This was called to consolidate the media activity for LID into one trusted, strategic partner and includes its Amazon activity. The win means a further expansion of the L’Oréal-Wavemaker partnership which includes 30+ markets across the world. Wavemaker has been tasked with supporting the LID team to positively provoke and further accelerate growth across key territories. The global media consultancy remit comprises all media buying and planning, coordinated from one central Wavemaker hub, with digital handled centrally and offline locally.
Masala Podcast, an award-winning South Asian feminist podcast, has unveiled its brand-new UK campaign that aims to tackle the cultural taboos that many South Asian women aren’t ‘supposed to’ discuss. Created by RAPP UK, The Campaign We’re Not Supposed to Talk About features fiercely proud South Asian women and long-term Masala Podcast fans and listeners, pictured alongside provocative and challenging headlines that relate to their personal, lived experiences around the themes of sexuality, mental health, periods, sex and more. The campaign publicises the podcast as a safe place for South Asian women to have a voice that, historically, they haven’t always had. Coinciding with South Asian Heritage month, the campaign features out-of-home (OOH), specifically in postcodes with a substantial South Asian community and in locations women are known to congregate. The campaign, which is also running on social media, aims to reframe the shameful slurs often used against South Asian women. Offering alternative definitions of words – like ‘besharam’ which means ‘shameless woman’ redefined as ‘a woman brave enough to live her own life’ and ‘chee chee’ which means ‘dirty’, now re-defined as ‘a woman who isn’t afraid to love herself’. The campaign gives South Asian women an opportunity to take ownership of words once used to hurt them.
Signature, the UK’s leading awarding body for British Sign Language (BSL) and a major charity for deaf communication and language qualifications, has launched RE/SIGN – a TikTok campaign aimed at challenging fake sign language. RE/SIGN is a social-first idea created by Recipe and produced by The Sweetshop. It attempts to redress the balance of authentic BSL on TikTok, by out-trending fake sign, using the language of young people: dance. The objective of this campaign is to spread awareness of the problem and get young people interested in learning BSL. The lyrics to three trending music tracks (‘Hotter Now’ by Lu Kala, ‘This Is Me’ by Kullah featuring Jessy Covets and ‘Get A Load of Me’ by Kyla Krush) were translated into BSL by BSL Consultant Cherie Gordon. They were then turned into dance challenges choreographed by deaf performers Raffie Julien, Chris Fonseca and Sarah Adedeji. The films were directed by deaf filmmaker, Sam Arnold. Along with the dances, three tutorials show viewers a step-by-step breakdown of the BSL incorporated into the dance.
Czech NGO People in Need has launched a new campaign in partnership with VCCP Prague titled ‘The Deadly Games’, which highlights the atrocities taking place in countries where they operate while public attention is focused on the world’s biggest sporting event. By contrasting sporting clashes at the Olympic Games with genuine life and death conflict, the campaign aims to draw attention to human rights and justice and to support fundraising for People in Need projects in the countries it operates in. Running across social, print, and online, VCCP Prague and global content creation studio Girl&Bear Prague worked with photojournalists from around the world including Carlos Herrera from Nicaragua and Edu Ponces from Spain, to select the images. The images are captioned with the names of Olympic sports and the caption: “Many countries around the world are forcing their people to take part in a much bloodier competition.”
Saatchi & Saatchi is teaming up with Everyman Cinemas for a second year running to bring the work of some of the most exciting emerging talent to the capital, with a one-off free to attend screening of its 2024 New Creators’ Showcase at Everyman on the Canal in Kings Cross. The free-to-attend screening, which will showcase a selection of creative work by talent from around the world, will take place on Tuesday, August 13, from 15:00 to 17:00. It forms part of this year’s Everyman on The Canal event at King’s Cross, and space will be available on a first-come, first-served basis. The creators whose work will be showcased include Abdou Cissé, Aube Perrie, Celine van Heel, Florence Winter-Hill, Jose Hernandez and Victor Morón, Luis Cross, PHC, Philip James McGoldrick, and Tom Stuart. As well as showcasing the creators’ work, Saatchi & Saatchi provides a range of support to the talent recognised. This includes the opportunity to collaborate with the agency and its partners, with the support of clients including John Lewis, Waitrose, EE and British Heart Foundation. As part of this process, the creators will also have access to dedicated support from the Saatchi production department over the next 12 months. Last year’s creators have gone on to work on commercial Saatchi & Saatchi projects worldwide for brands such as Nivea and Deutsche Telekom.
Wet dog food brand Naturo has launched its biggest campaign to date, Dogs don’t care what they eat, Naturo do, with newly appointed agency VCCP Media and global content creation studio Girl&Bear. The campaign spans across TV, BVOD, social and digital, and aims to drive brand awareness through a media strategy led by VCCP Media. It targets dog owners who already care about nutrition and take an active interest in the food that they’re giving their families. The strategy behind the campaign was to be ‘deliberately disruptive’: instead of talking about ingredients or health benefits, Naturo hones in on all the things dogs shouldn’t eat to prove a cheeky point. The campaign will run in the UK and ROI, and is the first to launch after VCCP Media and Girl&Bear won a competitive pitch process in April.
Brand activation agency Zeal Creative has launched its latest campaign, Tastes Like Heaven on Day Seven, for Arla Cravendale. The campaign, created in collaboration with augmented reality (AR) specialists Aircards, features an AR experience which is accessible via a QR code on OOH ads and social media content. The activation features clouds parting to reveal sunbeams, prompting a 3D Arla Cravendale-branded glass to descend from the heavens. As the glass fills with Arla Cravendale milk, sound effects play, culminating in the appearance of a money-off e-voucher for the engaged users. The experience will be further amplified by an installation in a high-footfall, high-traffic area, featuring a live gospel choir performing a specially composed ‘Tastes Like Heaven’ song.
UK bed and mattress retailer Bensons for Beds has appointed Krow Group as its new lead creative agency following a thorough pitch process. Krow Group has been chosen to spearhead Bensons for Beds’ entire communications strategy, from creative ideation to campaign activation. The agency’s remit is to craft a fresh brand proposition and campaign for the brand. The first campaign of the partnership is due to launch at the end of the year.
Leith has been appointed as the creative agency for the Luton Airport Express, which runs between London and the UK’s fifth busiest airport, following a competitive pitch. The Edinburgh and Manchester-based agency will deliver a new campaign for Luton Airport Express including film and radio. The brief will focus on changing the perception of a journey from London to Luton Airport.
Media agency Assembly has been appointed with immediate effect as the strategic media partner for Pipedrive, a sales CRM for small businesses, following a competitive pitch process. Assembly will take charge of Pipedrive’s brand and performance media globally, with key markets being the UK, Germany, United States, Brazil and Australia, as it continues to expand its global customer footprint. Assembly will partner with creative agency DEPT on Pipedrive’s upcoming brand campaigns and other capabilities within Assembly’s parent network, Stagwell, will be also harnessed in the coming months, such as performance linguistics specialists Locaria and B2B marketplace Multiview.
