By Doug Zanger Since the first Nike swoosh entered the world in 1972, the sportswear company has written a large book with many chapters. One of those chapters has been of great benefit to Doernbecher Children’s Hospital in Portland, Oregon. For 14 years, Nike, in association with the hospital, has recruited a select number of patients to help design shoes (and, more recently, apparel) that are auctioned off as a benefit for programs at the hospital. The program, Nike Freestyle, pairs patients with design teams at Nike’s world headquarters in Beaverton, Oregon to design and build the product in a highly-compressed Read full story › Source: The Drum...
Read MoreBy Amit Avner Every month there tends to be a theme that unifies the top trends of that month. For April, that theme was a new crop of brand related controversies. From Pepsi’s Tone Deaf Ad, to United Airlines’ PR nightmare, to Bill O’Reilly’s dismissal from Fox, April has been jam-packed with brands trying to avoid the controversial issues that became synonymous with these brands on social media. Taykey analyzed the two big controversies, Pepsi’s Ad and United Airlines’ violent video, and the audiences who drove online conversation until both brands had to release statements of apology. Pepsi’s tone deaf ad First, we saw Read full story › Source: The Drum...
Read MoreBy Kyle O'Brien Divorce in the Arab world is seen as a man’s prerogative, and a subject not often discussed. Wunderman MENA has taken steps to address divorce in a new video campaign that brings a real father and daughter together. “Speak Your Heart” is an effort by Brooke Bond Red Label Tea (Unilever) to tackle bold subjects in Arab society that spark mass, heartfelt debates. The video and behind-the-scenes interview feature Ohoud, an entrepreneur and a mother, as she seeks her father’s support and acceptance to get out of a marriage she knows is not good for her. Read full story › Source: The Drum...
Read MoreBy John McCarthy Disney is heavily pushing music in its marketing of the latest Marvel powerhouse Guardians of the Galaxy Vol.2, sealing a partnership with audio streaming company Spotify to generate exclusive retro playlists. The ‘Throwback Your Playlist‘ experience, accessible here, allows users across 16 countries to generate 70s playlists inspired by the songs they enjoy and the movie’s soundtrack – using audio recognition algorithms. Users of the free tier will also see video and display advertising around the campaign. From a dedicated hub, fans of the movie can also watch the movie trailer or buy tickets Read full story › Source: The Drum...
Read MoreBy Tony Connelly Anthony Joshua‘s fight with Wladimir Klitschko on Saturday night is one of the most anticipated heavyweight boxing matches in recent memory, but spectacle aside, the Brit is fast becoming one of the most marketable athletes boxing has ever seen and has the potential to propel the sport into a new commercial era. Around 90,000 people will be packed into a sold-out Wembley to watch the fight with many more watching at home and in pubs and clubs nationwide. The interest spans far beyond the UK though: US cable companies Showtime and HBO have also secured the broadcast rights. To put Read full story › Source: The Drum...
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