You might have heard of Goodwill (or Goodwill Industries International, Inc.), a network of 164 independent non-profit charitable organizations governed by a voluntary board of directors, operating in the United States, Canada and 13 other countries including South Korea, Venezuela, Brazil and Italy. Goodwill’s mission is to provide job training, employment placement and other community-based services for all job seekers (yourth, seniors, veterans, people with disabilities and other specialized needs) who face employment challenges by selling donated clothing and household goods to Goodwill Retail Stores and shop online. 👠🎸💻
To spread the word about its concept Goodwill in partnership with the Ad Council and ad agency VMLNew York that created this project pro bono, have launched a new PSA campaign showing people that everybody can do the best to help those in need. It makes all the difference with a simple action.
In the spot you can see a series of images that shows miniature figurines in action that are occupied in a variety of skilled jobs, alongside life-size donated items that can help fund job training and placement opportunities in your community. The spot ends with the tagline, “Donate Stuff. Create Jobs.” and direct you to visit Goodwill website to find the nearest Goodwill donation center.
The ad campaign that has grabbed my attention this week is the ‘Van Gogh Bnb,’ a project that was created to arouse people’s interest in the ‘Van Gogh’s Bedrooms,’ a temporary exhibition held at the Art Institute of Chicago in collaboration with Airbnb! This campaign has won four Golds at the 2016 CLIO Awards and three Golden Lions at the 63rd Cannes Lions International Festival of Creativity! Not bad, isn’t it? Let’s see it in action.
Vincent van Gogh’s ‘The Bedroom’, or ‘Bedroom in Arles’ is considered to be one of the most famous paintings in the world. There are 3 versions of ‘The Bedroom,’ created by the artist from 1888 to 1889, hang in the Van Gogh Museum in Amsterdam, Paris’s Musée d’Orsay and Chicago’s Art Institute. The ‘Van Gogh’s Bedrooms’ exhibition in Chicago reunites all these three versions for the first time in North America.
The Art Institute of Chicago in partnership with the agency Leo Burnett and AirBnb, recreated the painting. What is more, instead of just looking at the painting, people were invited to spend a night inside Van Gogh’s room to get closer to the artist! We can read from the listing on the website that ‘this room will make you feel like you’re living in a painting. It’s decorated in a Post-Impressionist style, reminiscent of Southern France and times gone by. Its furniture, bright colors, and artwork will give you the experience of a lifetime.’
Well, they didn’t stop there. The most incredible thing I’ve ever heard was that the room was hosted by Van Gogh himself and rented to everyone onAirbnb at a price as much as $10 with explanation ’I’m charging $10 for no other reason than that I need to buy paint. However, I will be happy to provide you with tickets to my exhibition at the Art Institute of Chicago.’ Smart move, isnt’it?
People were thrilled! The first block of nights were sold out in 5 minutes after the project was launched. Withing one week the story had been covered by media in over 100 countries. The ‘Van Gogh’s Bedrooms’ exhibition online tickets sale up 250% and it was the highest attend exhibit in 15 years!
Futhermore, for “Van Gogh BnB,” project Leo Burnett Chicago got a lot of awards: six Cannes Lions, including one Gold Lion and two Silver Lions in Direct, and two Gold Lions and one Silver Lion in Promo & Activation at the 63rd Cannes Lions International Festival of Creativity that was held in June.
In addition, the agency has also won six Clios: four golds in the Brand Design, Out of Home, Branded Entertainment and Engagement/Experiential categories and silver in the Public Relations category and bronze in Direct. The campaign had a great success!
The skincare brand Nivea has recently come up with a genius idea to protect children from the sun’s harmful UV rays by creating the SunSlide – an entertaining way to apply sunblock!
With summer in full swing we spend a lot of time outside enjoying good weather and the sunshine, going to the beach and lounging by the pool. However, it is important to be aware how to enjoy sunshine safely and remember that too much exposure to sunlight is harmful as it can cause sunburn, skin and eye damage, and lead to skin cancer in later life.
Research shows that kids are the most vulnerable as they have more delicate and sensitive skin than adults, so their risk of getting sunburnt is much higher. Parents need to be more concerned about their kids health and apply sun protection on their skin regularly. As we all know, getting kids to wear sunscreen is easier said than done. As soon as they arrive at the beach and see the water the last thing they want to do is wait for their sunscreen to be applied.
That’s why Nivea with agency FCB Cape Town have created the SunSlide – a water slide that sprays SPF 50 + waterproof sunscreen on the kids as they go down it. According to Nivea, one slide is all it takes to cover over 100 kids per hour!
Moreover, Nivea took good care of the kids. They were given goggles to prevent the sunscreen from spreading into their eyes.
The SunSlide was launched on Camps Bay, South Africa’s most popular beach because, according to the Skin Cancer Foundation, South Africa has the world’s highest rate of skin cancer.
I think it is a great initiative to help combat with skin cancer, isn’t it? 😉
Fashion Revolution, a non-profit organization, has conducted a social experiment in Berlin to show people the true cost of cheap fashion clothes.
When it comes to fashion, we’re eager to look stylish but not everyone can afford to spend much money on clothes. We always hunt for a great bargain in the sales.
Could you pass by a vending machine that sells T-shirts that cost less than a cup of coffee? It’s impossible to resist buying them, isn’t it? As for me, I could hardly keep myself. But what would you do if you knew about the conditions under which clothes were made?
To help answer the question let’s see a social campaign that was held by Fashion Revolution in collaboration with BBDO Berlin to raise awareness about the real cost of clothes at a bargain.
A vending machine was installed in the centre of Alexanderplatz in Berlin where unsuspecting passersby were offered to buy a T-shirt for just 2€. Think twice.
As soon as they inserted a coin to pay for the item into the machine, the display automatically played a video showing horrible working conditions on textile factories where women and children have to work for 16 hours a day for just 13 cents an hour. The video is accompanied by a phrase: ‘Do you still want to buy this 2€ T-shirt?’ and after a few seconds the options to ‘buy or donate‘ appear on the screen.
It’s not surprising that about 90% of the passersby decided against a purchase. They prefered to donate.
The video ends with the message: ‘People care when they know,‘ encouraging people to be more socially active and make brands take responsibility for their actions.
Whiskas, the cat-food brand owned by Mars, seems to know how to grab our attention. The brand offers a completely new approach in its communication strategy, by creating the “Kitten Kollege” online campaign, in which young feline students can develop their life skills to become tomorrow’s cats.
In particular, Whiskas UK has released a very appealing campaign launched on their Youtube channel that offers a series of 12 entertaining videosset in the “Kitten Kollege”, the institute of feline education.
The first two videos introduce the “Kitten Kollege” where kittens from all over the world can come toenrich their minds and get a good academic background in such fields like “string theory” (playing with yarn), linguistics (meowing), archeology (fishes skeleton) and literature (“The Prince of Persian” and Franz Katka’s works). What is more, the Kollege also encourages them to nurture their natural curiosity and to “think outside the box, and sometimes inside of it too.”
The next videos show us hilariously funny scenes from the academic life with a lecture hall full of kittens as if were are human students. Professors give them lectures on the importance of healthy nutrition, how to move on to eating a balanced adult food (a cat food), the art of communications (the meow, the purr, the trill), responsabilities (vaccinations etc) and many others.
Even though, the videos are all about kittens, but we realize that the real message is to educate kitten owners and give them a special course about pets care.
The campaign was released by ad agency AMV BBDO, Google and online comedy site College Humor and will appear on YouTube, Facebook, College Humor, and the Whiskas site.
Let’s your adorable kittens live a long and happy life! 🙂
I get amazed any time when I see Ambient or Guerrilla marketing ads, they never stop surprising me. This time what has caught my eye is the campaign held by Edith Cowan University in Australia to help teenagers choose their study program.
Choosing the right university course that perfectly suits your needs is vital because it can affect your future career and prepare you for brighter future.
So! Edith Cowan University (ECU) had the idea to give teens a hand to make the right choice. How? By creating an ambient marketing campaign “Futures at your feet”.
All they needed was to find right tools designed to meet their interests. In particular, twelve vinyl decals on the floor were created, each of them was loaded with gear that showed different ECU courses.
Potential students were invited to step into the decals to find out which course is the most relevant for them. As soon as they found the right one they were able to take a picture and share it on Instagram with the hashtag #ECUOpenDay. It enabled them to take part in the career open day where they were they could ask all questions regarding their future courses.
The campaign worked. The results were amazing: attendance numbers increased by 4000, while the #ECUOpenDay hashtag usage achieved great success! The campaign received over 3400 Likes.
If you are fond of racing cars and you are in Italy I recommend that you should visit the legendary Ferrari at “Ferrari – Genius and Secrets” exhibition in Maranello. I went there this summer and it was a memorable brand experience.
Over the years Ferrari has been a true legend, a myth in the automotive industry and is known all over the world thanks to its Formula 1 race cars (single-seater) and also road cars ( the Enzo, Ferrari California ) very sophisticated, of excellent quality and targeted primarily at consumers in the premium class.
Despite the fact that not everybody can afford it for economic reasons, the brand has huge international success regardless of what social class you belong to. The secret is in its strong promotional strategy and marketing.
Studying potential consumers needs, their wants and demands, the brand has introduced other products at reasonable prices to satisfy all those who love Ferrari. So Ferrari launched the Ferrari Merchandising that includes Ferrari Stores, Ferrari Museum, Ferrari World theme park, also offers products such as Ferrari Racing Days (Corse Clienti), Test Drive ( has dealerships worldwide ) license and retail business to offer Ferrari experience to anyone who desires and dreams of the Prancing Horse.
As for me, I love sport cars and Ferrari for me is a true icon of style, excellence and Made in Italy in the automotive industry. They make high qualitiy vehicles due to an infinite dose of creativity and passion (the red color represents its symbol ).
This summer I travelled in the province of Modena, in Emilia – Romagna region, Italy so I could not miss a chance to visit the Ferrari Museum that is located nearby.
First of all, I would like to mention that Ferrari has two museums, one is in Maranello that is even called the Ferrari Museum and the other is the Enzo Ferrari Museum in Modena, the birthplace of the founder Enzo Ferrari.
The Museum in Maranello focuses on the company’s history from the past up to nowadays, while the Enzo Ferrari Museum is about Enzo Ferrari life since his childhood, being a teenager he began discovering races, then he became a pilot, after that he became a manufacturer of the legendary car. The two museums are only 20 km from each other and are easily reached on a shuttle bus.
My Ferrari brand experience is linked with the Ferrari Museum in Maranello at the “Ferrari – Genius and Secrets” exhibition where visitors can discover the cars that have made history. At the entrance of the museum you can see the slogan “Live the dream” so Ferrari invites you to experience a unique and amazing emotions.
The exhibition starts with the 365 GTB4 car model, a prototype – 1968, that “was always unofficially referred to as the Daytona, in honour of its victory in the eponymous 24-Hour race in 1967”.
Going forward through the museum, you can see different epochs of the cars from the 50s to nowadays and many original prototypes. There are cars dedicated to Formula 1 and the World Championships, with photos of the drivers that have made great success to Ferrari in Formula 1 (for example Alberto Ascari, Niki Lauda, Michael Schumacher etc.) with their trophies.
To involve the visitor in the atmosphere of the legendary Prancing Horse, the Museum offers fans to listen to the roar of the various Ferrari cars, see engines, also to test with Formula 1 simulators to experience the same feelings or almost the same as a pilot gets while driving and moreover to get the opportunity of Pit Stop for a tire change (is available for groups and must be booked in advance).
Furthermore, the Museum offers a location to organize exclusive private events and an educational program for schools dedicated to the legendary Ferrari.
Even though these cars are not allowed to touch and you can’t sit in there, in the museum you can find a special hall equipped with photographic set and you’re offered to get in a real Ferrari California or stay in a Formula 1 single-seater for fun photos and to get a feeling of a real Formula 1 pilot. Staff is very friendly and helpful.
Despite the fact that I cannot afford a Ferrari this experience is very meaningful and I’ve really lived the dream! Next time I would like to go to the Museum in Modena. 😉
Austrian hearing aid company Neuroth has held the first hearing test that might be really enjoyable.
Millions of people in the world suffer hearing loss. It increases as you get older. Repeated exposure to loud noises over time causes hearing loss, especially, when people work with noisy equipment such as pneumatic drills or compressed-air hammers, regularly listen to music at a high volume through headphones and when there is loud music at concerts and nightclubs. Often some of them aren’t even aware of the fact that they have problems hearing.
To raise awareness of hearing loss problem FCB Zurich and Neuroth have created the “Hearing Test Concert“, a live classical music concert to make hearing test more enjoyable.
According to specialists classical music is magical treatment for our body and soul. The second part of the famous Fifth Symphony doctors call “music of a healthy heart” and it is especially recommended to listen.
This unusual event took place at the Bern Concert Hall in Switzerland where the renowned orchestra played pieces of Beethoven’s fifth symphony. They simulated using the corresponding music in order to create the high-and-low frequencies and loud-and-silent parts of a traditional hearing test.
Participants were given cards to mark exactly which parts they had trouble hearing. During the break Neuroth audiologists collected and analyzed the cards and participants could receive a personal consultation.
The event had a positive effect. In one day a total of 1,100 people took a hearing test. Then 428 follow-up appointments were made, a full media campaign was built arount the event. Three month later over 2,400 hearing tests were conducted and more than 1,200 hearing aids were sold.
Nowadays advertisers should think of new techniques to appeal to consumers. To my mind it’s not enough to motivate people to purchase the product and increase sales, but to help people to find a solution to their health problem.