Here, our weekly countdown of the 5 best creative ideas and executions from the wide world of brands. From apps to Twitter feeds and content of every kind--it’s all brand creativity and it’s all up for citation. Here, this week’s top 5.
5. Swedish Armed Forces Who Cares
Perhaps because Sweden seems like the model of a peace-loving society, its efforts to recruit men and women for its Armed Forces have been especially creative over the last few years. In the past, the Forces served up brain- and mettle-testing online puzzles to screen recruits; the latest campaign brought the test to the streets. Armed Forces agency DDB Stockholm placed a box in the center of that city with a person locked inside. No amount of Facebook Liking or tweeting could allow people to exercise any influence over the stunt--the only way others could intervene was to take the subject’s place. Over the course of 89 hours, 74 people put themselves in the box and the Swedish Armed Forces more than doubled its target number for applications.
Of course, this may only prove that these people had nothing better to do, but we like the general direction here--transcending the onscreen social experience and encouraging real-world action and interaction.
4. Weather Channel Your Weather.com
What’s going on at the Weather Channel? The outlet has hired away top execs from the digital ad world, recruited a creative new agency and now, it’s rolled out a site update and accompanying campaign. The new Weather.com offers a more personalized weather experience, allowing users to tailor the page around their region and other preferences and the campaign highlights include a spot featuring God and Noah, and a series of celebrity-targeted weather forecasts.
3. Lurpak FoodBeats
Lurpak has made other butter brands look positively sclerotic over the past few years with a steady stream of creative expressions and experiences across a range of platforms. The brand’s spots are always a mouth-watering treat, it’s launched a bake club, an app to help people find good food nearby, and now Lurpak teams with Last.fm for FoodBeats, an app that brings music into the kitchen. Via the new tool, users connect to Last.fm and get a playlist tailored both to food type and prep time.
2. The Dark Knight Rises Anonymous Vigilante Investigation
As part of the campaign for Christopher Nolan’s The Dark Knight Rises, Warner Brothers orchestrated an alternate reality-flavored site/trailer tie-in that generated huge buzz around an already almost impossibly buzzed-about property. The site allowed fans to participate in an “anonymous vigilante investigation,” sending them on a hunt for Batman graffiti around the world. Playing along by submitting “photographic evidence” allowed people to unlock frames from the latest trailer. That trailer appeared surprisingly soon after the game launched and it didn’t disappoint.
1. Call Of Duty: Black Ops 2 Campaign
With the campaign for the upcoming Call of Duty Black Ops 2, 72AndSunny has orchestrated a layered campaign that, so far, has included explosive trailer action as well as bespoke content that expertly plays into the game’s rather upsetting premise. The campaign makes the most of the title’s near-future timeframe--Black Ops 2 is set in 2025, practically tomorrow--by employing realistic elements and drawing attention to the fact that the line between real-world fact and game fantasy here is rail thin.
The campaign started, surreptitiously, with an unbranded video from YouTube star FPS Russia featuring a demonstration of one of the game’s weapons. A teaser, created with The Ant Farm, reintroduced a central character from previous installments. The kicker was a recently released “documentary” featuring Oliver North, and focusing on Black Ops 2's theme of high-tech military tech falling into enemy hands. It’s troubling, certainly--you can follow the ethical argument around this whole enterprise down a very deep rabbit hole (convicted felon Oliver North selling violent video games about war… violent video games about war… war itself..). That gravitas, of course, is balanced by good old fashioned badassery of the visuals. And, in the end, perhaps it’s more fitting that a game like this is served up with a helping of unease.