Bear Fight | John West Tinned Salmon
John West wanted to raise awareness of how fresh the salmon in its tinned range was. It could have told real stories about fisherman but that would have been rather dull. Instead it leapt from the world of <tinned> salmon into the world of <wild fresh> salmon and found a rival it could pick a fight with to demonstrate its commitment to catching the tastiest, freshest salmon. The result is ad history and culminated in one of the funniest ads of all time.
Nature’s Closing Down Sale | Born Free Org.
The structure here is similar. Brand crosses threshold to embrace [best or worst] of [Trending Culture] in order to correlate or draw attention to [the brand message]. In this fun campaign, [The Born Free Org] embrace [the worst] of [Black Friday Sales Messaging] in order to correlate / draw attention to [the plight of animals on the verge of extinction]. The result is a fun ad that is thematically similar to Nike’s ‘Time is Precious’ campaign in the sense that it is confronting a trend.
View Campaign: On YouTube
C21 Dining Experience | NDSS | Saatchi & Saatchi
The National Down Syndrome Society (NDSS), had campaigned to get rid of old laws that hinder individuals with Down syndrome from pursuing an independent working life. But it was a struggle getting the attention of Capitol Hill. So, Saatchi & Saatchi decided to cross over into their world. They turned the invisible visible and invited the movers and shakers to an exclusive dining experience in Washington; something they love to attend. Of course, the entire dining experience was run by adults with Down Syndrome, proving they’re willing and able to work. The policy makers got to see for themselves that the law was an ass and – it got changed.