Posts made in December, 2019

on Dec 31, 2019

By Kyle O'Brien After more than eight decades as one of the most iconic cars ever built, Volkswagen is saying goodbye to the Beetle, and it’s doing so with a touching, animated look back that includes fans both past and present. ‘The Last Mile’ is an integrated campaign that says farewell to the iconic Volkswagen Bug with the help from some famous friends. The campaign is anchored by a 90-second animated film that is set to Let it Be by the Beatles, as sung by the Pro Musica Youth Chorus. The likenesses of Andy Warhol (who painted a tribute to the simple car), current Read full story › Source: The Drum...

on Dec 31, 2019

By The Drum As it approaches its 50th year, environmental organization Greenpeace has a lot to look back on, having set the green agenda on meat-eating, fossil fuels, palm oil, the climate, nuclear energy, sustainability, biodiversity, coral bleaching, plastic, deforestation, whale-hunting and more with consistent creative comms, provocative protests, and its increasingly relevant message. Marketing 101 advises brands to limit the number and variety of messages they put out – it is more effective to stick to fewer, repeated lines. Greenpeace doesn’t have that liberty. Its concerns – once on the fringes – are set to form the bedrock of public anxiety in the Read full story › Source: The Drum...

on Dec 30, 2019

By The Drum When Channel 4 became the official broadcaster of the London 2012 Paralympics, the odds were stacked against its coverage being a success. As a TV network emerging from a fallow period of live sport output, one considerable problem was the sheer technical challenge of making good on its promise to screen 500 hours of the event, a 400% increase on the airtime delivered by the more seasoned BBC for the previous installment. Channel 4’s biggest issue by far, however, was a much more fundamental one: most people just weren’t interested in the Paralympics. With a mere 14% of the UK population Read full story › Source: The Drum...

on Dec 29, 2019

By The Drum It could be the objective of any agency: make the ordinary seem extraordinary. Yet Wieden+Kennedy is one of the few that has managed to do it time and time again. Whether that’s anthropomorphic cats sprouting opposable thumbs in a bid to steal Cravendale milk or the modest home cook becoming a maestro of ingredients with the help of Lurpak butter, W+K seems endlessly capable of bringing a sense of magic to the everyday, of making the little things seem important. Working with brands that range from the humblest of household names to giants like Formula 1, it plays with scale Read full story › Source: The Drum...

on Dec 28, 2019

By The Drum In considering a media brand of the decade, we looked at a shortlist of companies that have in the past 10 years willed into being never-seen-before business models subsequently adopted by their respective industries. The shortlist was short, and unfortunately dominated by big tech rather than media brands – the 2010s were, after all, a decade defined by digital distribution. If you consider Facebook a media company, it is on the list. Spotify managed to seize listeners from both the indomitable Apple and Napster. But it is Netflix that heralded in a new era of bottomless, bingeable content and takes our Read full story › Source: The Drum...