The UN World Food Programme, the Global Cinema Advertising Association and Sawa have launched a worldwide social and cinema campaign, created by The Garage Soho and John Hegarty, which features hard-hitting stories to spotlight the potential futures that are lost when children die due to hunger. "Feed Our Future" urges people to donate 50 cents using a Share the Meal app, and an experience on Facebook Messenger enables users to interact with a character from the campaign and find out more about the issue.
Weight Watchers, with help from SYPartners, has rebranded as WW and pivoted from a focus on dieting with a fresh tagline, "Wellness that Works." A revamped app will feature a new rewards program, WellnessWins, and the brand is collaborating on customized content with meditation app Headspace; a new campaign from Anomaly will roll out in December.
FCB West's new campaign for Levi's urges Americans to vote in the November midterm elections with an anthem 30-second spot that features an array of diverse people heading to the polls. The push is running across TV, digital and social, including influencer partnerships, and the brand has teamed with other organizations including Patagonia and Rock the Vote to boost voter turnout.
Ad Age reveals its inaugural 7-over-70 list of advertising and media executives who are honored their past contribution to the industry and their ongoing active commitment to affecting positive change. The 4A's executive vice president of government relations and advocacy, Dick O'Brien, is on the list with highlights including the creation of the Digital Advertising Alliance and the Coalition for Better Ads in partnership with the Association of National Advertisers and the Interactive Advertising Bureau.
72andSunny New York's debut campaign for 23andMe includes an anthem spot that introduces genes as quirky characters, including HLA-DQB1 and HLA-DQA1 who are a nerdy pair responsible for a predisposition to celiac disease. "Meet Your Genes" includes additional spots that focus on individual characters and their genetic stories.
The Ad Council has unveiled a new logo that eliminates its iconic black-and-white look with a modern typeface sitting on a gray or blue background. The Ad Council plans to focus on 40 social issues in 2018 using agencies and social influencers via its Creators for Good program, and it intends to further develop its in-house content unit.
Some 55% of millennials watch video content via subscription streaming services to bypass advertising and they also watch less than half as much linear TV as the average person, according to a survey by The Harris Poll and OpenX. Over one-third of millennials use their mobile devices for more than six hours each day, while 55% of all respondents use their mobile devices for a minimum of three hours daily.
Alison Weissbrot explores the challenges facing traditional holding companies and new agency network models including The&Partnership, Stagwell Group, Local Planet and Engine Group that are seeing success with an approach focused on collaboration and digital expertise built in as an integral component. "The client's agenda is first, not the agendas of companies forced to work together," says The&Partnership's Andrew Bailey, who also credits WPP's minority share in the company as vital for its success.
The 12th annual AdColor Awards honored Procter & Gamble's "The Talk" from BBDO New York with the Ad of the Year accolade. The spot, part of the brand's "My Black is Beautiful" push, takes an unflinching look at the conversations regarding police brutality and racism had by African-American families.
Berlei's campaign for October's International Breast Cancer Awareness Month from J. Walter Thompson features brand ambassador Serena Williams singing a version of "I Touch Myself" by The Divinyls, whose singer Chrissy Amphlett died in 2013 from breast cancer. An 80-second music spot will run across social, with a shorter version for TV, and the push also includes digital, print, out-of-home and a dedicated site.
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