Hasta La Creative!

Digital shoppers want the discovery, inspiration and engagement experiences once provided in stores.

While creating a branded account and surfacing memes might be tempting, marketers must carefully consider their approach.

Brands love reaching their most passionate customers. As a former retail CMO myself, I get it. When you reach early planners, you reach the CEOs of the household–an audience that buys and spends more. Reach them first and you have a shot at being their first choice when it’s time to shop. And yet, for…

May’s national TV ad revenue improved on March and April’s low numbers, but the absence of sports programming amid Covid-19 continued to deal a serious blow to the industry, according to the Standard Media Index AccTV Report for May 2020. National TV ad revenue in May fell 23% year over year to an average of…

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. Reddit, Twitch Take Action Against Hate and Donald Trump Reddit…

(TrendHunter.com) These closet design innovations range from in-closet lighting strips to trouser-organizing accessories.

In light of the ongoing COVID-19 pandemic and social distancing measures, many are tackling…

Welcome to the top 5 creative brand ideas you need to know about right now.

5. Starburst: ‘Best Enjoyed Vertically,’ DDB Chicago

In a refreshing change of pace, a clever candy campaign that’s just about candy. Starburst came out with Swirlers, its first “vertically-shaped” candy. So to promote it, it created silly ads best viewed in the vertical format. DDB Chicago conceived the idea, directed by Smuggler’s Guy Shelmerdine.

4. State of New York: ‘Wear a Mask,’ Ogilvy Health

As states come out of full lockdown, it’s important that citizens still continue to wear their masks, yet perhaps the sincere safety messages are getting a bit stale at this point. So Ogilvy Health turned to humor in this comedic film starring a Jason Voorhees-like character who scares away passersby—but not for the reason you think.

3. Dos Equis: ‘Seis-Foot Cooler,’ Fast Horse

With summer upon us, people might be getting a big lax about social distancing precautions. But Dos Equis tried to do its part by creating a product to ensure that BBQ-ers and picnickers stay safely separated. With agency Fast Horse, it made a “Seis-Foot Cooler” to ensure that people remain six feet apart from each other. Unfortunately, the idea was so popular that the contest for the limited-edition product ended almost immediately after it began, with consumers claiming all the coolers in about three minutes.

2. Hennessy: ‘The Unfinished Business Fund,’ Droga5 New York

Hennessy is supporting Black, LatinX and Asian-American-owned businesses devastated during the pandemic with the Unifinished Business fund. It will provide funding to organizations dedicated to ensuring that such communities, who have been the most hard-hit during the coronavirus crisis, will get the aid they need. Droga5 helped develop the idea and also was behind this documentary film supporting it, directed by Haley Anderson.

1. Twitter: ‘Black Lives Matter Tweets Outdoor Campaign,’ In-House

Twitter has seen a flurry of activity around Black Lives Matter in recent weeks—in fact, the most since the hashtag was first introduced in 2013. To help magnify those voices even more, it turned some of those tweets into a massive outdoor campaign spanning across major cities in the U.S. The campaign kicked off on Juneteenth and has been continuing across the country.

That’s it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.

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