GOPRO — “PEOPLE ARE AWESOME”
This adrenaline-pumping video shows off the core function of the GoPro camera—to film action shots from a 1st-person POV. It’s fun to watch and begs to be shared. It also inspires. It gets you jacked up to try something adventurous.
OREO – “BLACKOUT” SUPER BOWL TWEET
When the Super Bowl went dark, many eyes turned to Twitter, where an amazingly clever and timely tweet by Oreo had just gone viral. A 30-second TV spot for the big game cost $4 million. Oreo’s tweet cost virtually nothing.
10 BRAND WINS
WORK THAT CAUGHT OUR EYE AND OUR ENVY
LOWES – BEST USE OF VINE
Lowe’s DIY Vines are like HGTV on hyper-drive. Each one takes you through a DIY project and multiple product demos in 6 seconds. As a bonus, the choppy style makes the featured projects seem fast, fun, and easy.
GUINNESS – “FRIENDSHIP”
It’s band-of-buddies love at its tear-jerking best. The spot opens on a group of guys in a game of wheelchair basketball. When the game ends, all but one of the players stands up. We're getting misty-eyed just thinking about it. We need a beer.
CHIPOTLE – “SCARECROW”
This Pixar-esque short follows a scarecrow as he frees his “people” from the soul-crushing oppression of a giant corporation. The beautiful animation and hauntingly gorgeous soundtrack by Fiona Apple make Chipotle—ironically, itself a giant corporation—seem human.
STARBUCKS — "TWEET A COFFEE CAMPAIGN"
Starbucks "Tweet-a-Coffee" campaign allowed any user with a credit card-backed Starbucks account to send $5 gift cards to friends via Twitter. So far the campaign is responsible for more than $180,000 in sales, and a lot of free publicity.
GOOGLE EARTH — "SAROO BRIERLY: HOMEWARD BOUND"
This mini-documentary tells the true story of a man who used Google Earth to find his childhood home in India and reunite with his birth mother, 25 years after he went missing. If you have a heart in your chest, it’ll put a lump in your throat.
KMART “SHIPPED MY PANTS”
This video is childish, punny and totally freakin’ awesome. The humor hammers home a clear and memorable message—Kmart will ship anything. It also went viral, which was a big win for Kmart.
NETFLIX - ORIGNINAL PROGRAMMING
Through original and highly binge watchable shows like House of Cards and Orange Is the New Black, Netflix was able to build brand loyalty without ads. Brilliant.
DOVE –"CAMERA SHY"
"Sketches" gets all the love, but "Camera Shy" was the real masterpiece of Dove’s inspiring "Real Beauty" Campaign. Through a clever use of home-video-like clips, the work gives a stark, but compassionate look at how women are socialized to be self-conscious.
SAMSUNG – "LOST IN TRANSLATION"
Subtly sexist with terrible acting, Samsung never expected American audiences to see this ad. Unfortunately for Samsung, the Internet knows no borders. The campy ad went viral, and had the executives as Samsung feeling ill.
PEARL IZUMI – BAD DOG AD. BAD.
This sports apparel company’s print ad featured a runner giving CPR to a Labrador. The message? Our gear will help you run so far, your dog might die trying to keep up. Unfortunately, folks love dogs more than Pearl Izumi.
STARBUCKS – VAN BREAK DOWN
A Starbucks van in Japan featured a side graphic with the brand logo and name. Unfortunately, the van had a sliding door, which left the logo visible, but shortened the name. The image went viral on Reddit.
10 BRAND Fails
SPECTACULARLY TERRIBLE IDEAS WE LOVE TO HATE.
MSN – MEMORIAL “LIKES”
MSN asked for “likes” of its Facebook page as a way for users to pay their respects to former lead singer of Bee Gee’s, Robin Gibb, who was recently deceased. MSN came off looking cold and opportunistic. Not exactly what we look for in a news organization.
LULULEMON – CEO GAFFE
When Lululemon received complaints about the quality of its yoga pants, CEO Chip Wilson defended his brand. It’s not the yoga pants, he said. It’s the unyoga-like bodies of the women trying to squeeze into them. Bad Karma Chip.
KENNETH COLE – SYRIA’S TROUBLE
Kenneth Cole did great things with social media in 2013. They also made an epic blunder. Then did it again. Through Twitter, Kenneth Cole twice put its shoes in its mouth by referencing deadly tragedies in the Middle East as a way to promote sales.
UNDER ARMOUR – MACH 39 SPEEDSKATING UNIFORMS
Analysts felt like the Mach 39—the U.S. Olympic speedskating uniform designed by Under Armour—presented an unfair advantage. And it did, just for other teams.
HYUNDAI – ATTEMPTED BRANDISCIDE
To promote its new zero emissions car, Hyundai created an ad where a man tries, but fails, to commit suicide when his car’s exhaust proves to be safe. The ad was designed to be shocking. It overachieved.
AMY'S BAKING COMPANY – FACEBOOK FREAKOUT
After a poor performance on the the TV show Kitchen Nightmares, the owners of Amy’s Baking Company received negative comments on Facebook and other social media. Their response—attacking commenters with obscenity-laced tirades—led to an even bigger nightmare.
NUTELLA – GRINCHING ITS OWN HOLIDAY
Nutella sent a cease and desist order to Sara Russo, founder of “World Nutella Day.” That’s right. Nutella threatened its most loyal fan with a lawsuit in order to stop a wildly successful and totally free promotion. Talk about nuts.