Creativity Best of 2013: Kmart’s Sophormoric-but-Successful Viral Hit and More
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Creativity is finishing off 2013 by counting down the year’s best moves in brand creativity across three categories — TV and film, print and design, and interactive and integrated campaigns. We began yesterday with No. 10 in each category. Here are our No. 9’s.
How could a “best of the year” rundown be complete in 2013 without Kmart’s “Ship My Pants”? DraftFCB made brilliant use of sophomoric humor to create one of the year’s biggest cultural moments from the ad world, which comes in at No. 9 in the TV/film category. It all began with “Ship My Pants,” although the gag later extended to “Big Gas Savings” and “Ship My Trousers,” too.
Some of the best work this year was from brands that listened to their consumers, closely. The best example of this perhaps was McDonald’s Australia.
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