Simply Yet Different Ad Campaigns ADVE 709

1. "SimpleYet
Different"Ad
Campaigns
MAGGIE WALKER

2. An Overview
of the
"Looking and
Learning"
Campaign
I will deconstruct an existing campaign of my
choice.
Decisions should be made based on the availability of creative work
(across media), articles, blogs relating to the campaign and other
available intellectual material.
I will extend the strategy that I think was the
guiding light for the campaign.
3 specific extensions will be pursued (3 different media but multiple
assets.) The product and brand will stay the same. Media must be
relevant to the target audience.
I will research 3 creatively executed campaigns
that use a similar creative strategy.
They have to exist across product categories and could be across
geographic regions. Each of the assets of the campaign work well
together and complete the campaign.
1.
2.
3.

3. 3 Potential Campaign
Options

4. Haagen Dazs: "Crafted"
The company took a strategic gamble with a limited budget by investing in the most authentic
form of storytelling, a 100% unbranded documentary film, to be released on a destination
premium content platform.
Morgan Spurlock, a famous food critic, directed and was featured in the film alongside Henry
Rollins, who was a former employee at the company.
The film was premiered at the LA Film Festival. After the premiere, 200 Haagen Dazs shops in
the US offered 50% off ice cream with in-store, digital, and social activations incporating
sweepstakes promotions featuring artifacts from the film.
I believe that Haagen Dazs should have incorporated social media within the campaign such
as using Twitter or Instagram to draw more attention to the film and to the brand itself.
Brief Overview of the Campaign:
Link to campaign: https://0-www-warc-com.library.scad.edu/content/article/sabre-awards/haagen-dazs-crafted/120189

5. "Crafted" Video
link to video: https://vimeo.com/181043120

6. Skittles: Broadway the Rainbow
Skittles skipped paying for an expensive Super Bowl ad to create a Broadway musical in the
US. They believed that a Super Bowl commercial would be too expensive and predictable.
They created a 30 minute Broadway musical about how bad advertising is for one night only
and charged $200 per ticket which sold out in two days.
They also released a music video called "Advertising Ruins Everything" and sold merchandise.
I believe that Skittles could further this campaign by adding in a more digital aspect. Skittles is
known for being a funny and impulsive brand, so they could use Twitter, Instagram or even
Tik Tok to generate more interest in the brand. They could also expand the Broadway
campaign by incorporating posters and billboards.
Brief Overview of the Campaign:
Link to campaign: https://0-www-warc-com.library.scad.edu/content/article/rankings-creative/skittles-broadway-the-rainbow/131614

7. Broadway the Rainbow

8. bubly Launch Campaign
Bubly partnered with a set of celebrities and social media content platforms to drive a mobile
led campaign that engaged US consumers. They partnered with Ellen DeGeneres, Neil Patrick
Harris, and Michael Buble to create television ads that translated into social media content.
They also created GIPHYs that spoke about "adulating" realities.
Before this, Bubly had zero brand awareness and was up against tough competitors such as
La Croix.
I believe that bubly should extend this campaign by incorporating an ambassador Instagram
campaign with influencers and micro influencers. This would allow the brand to have much
more people involved in promoting the brand, reaching many different groups of individuals.
Brief Overview of the Campaign:
Link to campaign: https://0-www-warc-com.library.scad.edu/content/article/mma-smarties/bubly-launch-campaign/129395

9. Bubly Celebrity Partnerships

10. Additional Campaign: e.l.f. Cosmetics
Beautyscape Bahamas
e.l.f. Cosmetics launched an inspirational social contest aimed at breakout makeup
enthusiasts in the US and UK. More than 1400 fans submitted their best tropical-inspired
makeup looks through Instagram. 25 finalists then won a trip to the Bahamas to connect with
e.l.f. firsthand.
Some of the winning individuals got the opportunity to collaborate on a capsule collection that
would be sold internationally.
e.l.f. Cosmetics used Instagram to keep followers engaged with behind the scenes content.
Since this campaign is fully digital, I believe that they should incorporate billboards in NYC,
posters, and possibly magazines advertisements.
Brief Overview of the Campaign:
Link to campaign: https://0-www-warc-com.library.scad.edu/content/article/warc-awards/elf-cosmetics-beautyscape-bahamas/131438

11. Beautyscape Bahamas