Hasta La Creative!

The Swiss Airline Edelweiss has just launched an augmented-reality (AR) experience that has users trying to find and catch Edelweiss planes flying to or from Buenos Aires in real time with their smartphones. The core of the mobile-first campaign is the Catch a Flight app with an interactive AR game. The app can be used to scan the sky and see where planes in the area are flying to and from. The aim of the game is to catch Edelweiss planes with a tap of the finger. Every Edelweiss Buenos Aires plane caught represents a chance to win a flight for two to Argentina. In order to display real-time information such as the flight number, departure airport, destination and altitude, the app accesses the International Civil Aviation Organization’s official live GPS data and uses it for the AR game. When the app is open, the exact position of the user in relation to the plane can be determined via GPS and the position of the phone. It doesn’t matter where you are, what the weather is like or what you’re doing – day or night, rain or shine, in the office or the bath, outside or on a train, anyone in Switzerland can use the app to take part.

Roladin, Israel’s leading Café & Bakery chain, is also well known thanks to its premium donut collection that comes every year at Hanukkah (Donuts is the traditional food during the Hanukkah Holiday). In a consistent manner, for the last four years the essence of the campaign is the empowering of the donuts, their respective creation and the heroines associated with them. Over the years the campaign’s creative portrays them in a unique, bigger than life, fashionable manner. Combining art and fashion to secure desire and consumption at the POS. This year, under the same principle but through a completely different idea we conceived, the donuts, this time through the elections of “opposites-attratct” – each donut was paired with who represents something entirely different from the donut, seemingly the un-natural choice. The situation that was created, the tension, the dissonance, that produced the focus, the salient and emotional involvement and the belief of the brand in the Diverse-&-Diversity – One can choose and love the different, the other, the contrast. Explanation: The figure in the red poster is Mr. Avi Nimni, Maccabi Tel Aviv’s infamous past football star and an icon for fans to this very day. Maccabi is the Yellow Team of Tel-Aviv, rivals of Hapoel Tel-Aviv, the city’s Red Team.

We’ve all been there – messed up badly and waited for the onslaught of a proper grilling. To launch Subway’s new range of hot grilled wraps, we compared the shared childhood moment of a parental tongue-lashing, with something that leaves a much better taste in the mouth.