High Five: Fan Favourites
Connecting with and nurturing a community of fans takes a different approach than selling a product or service. You first have to truly understand the group, and then be willing to actively listen and adapt quickly to resonate with them. These five examples show how brands are taking cues from online communities to guide their creative...
Michelob Ultra - 'Save It to See It'
Agency: GUT Miami
The writing in this campaign is brilliant. I love the way ‘save’ speaks to the social mechanic, the brand logo, the actual games, and the need to literally save women’s sports. 2022 felt like the year that women’s athletics finally made it to the forefront of people’s attention. It was great to see a smart campaign demonstrate the breadth and depth of talent in sport.
Gucci Gaming Academy - 'The Bellhop'
eSports Platform: FACEIT
This 'Grand Budapest Hotel'-inspired creative was such a fun way to launch the Gucci Gaming Academy, an important strategic initiative that fosters a healthier gaming community. eSports still feels like such a rich space with unlimited potential, and I appreciate that Gucci is investing in the coaching and development of young talent - and are making cool work while doing so.
Liquid Death - 'Hard to Kill'
Agency: In-house at Liquid Death
I have long admired Liquid Death’s ability to tell stories that come from within their dedicated community. Most brands would do anything for such a loyal fanbase. This work in particular is as hardcore as it gets.
Pepsi - 'Pilk and Cookies: That Is One Dirty Soda, Santa'
Agency: Creators League Studio
The creatives that worked on this one definitely speak Internet fluently. I love that this campaign capitalised on both a TikTok trend, as well as 'the Lindsay Lohan renaissance'.
Destination Quebec Cité - 'The White Lotus' Location Pitch Deck
Agency: LG2
My friends in the LG2 Montreal office did an amazing job pulling this pitch deck together so quickly while people are still in shock over 'The White Lotus' season two finale. So Mike White - let’s make season three happen in Quebec City?
