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High Five: Powerful Concepts from the USA

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From cheesy pleasures to deepfake Dove, ECD at Wunderman Thompson in New York, Susan Golkin, delves into five brilliantly simple ideas from the USA

High Five: Powerful Concepts from the USA

I think sometimes we forget the power of simplicity in advertising. A spot-on idea, well executed - no tricks, no tech, nothing to hide behind. Just strong ideas. All the work on this page inspired me for that reason, and made me jealous...

Hellmann’s - 'See More in Your Fridge'

Agency: Wunderman Thompson New York

The first time WT has ever not wanted someone to engage with something they did. We hid the possibility to win a cash prize in 'fridges' all over New York City to prove a very important point. We throw out money ($1,600 dollars a year for the average family) and waste an enormous amount of food, simply because we don’t see what is in our fridge.

Velveeta - 'La Dolce Velveeta'

Agency: Johannes Leonardo

People don’t eat Velveeta for the nutritional value or the cache...they eat it for pure pleasure. Pure cheesy pleasure. This campaign celebrates that brilliantly and updates the brand in the most perfectly own-able way - and then the line just seals the deal.

Dove - '#DetoxYourFeed'

Agency: Ogilvy
Production: SMUGGLER
Post: Absolute
Editorial: tenthree

It’s amazing when a brand can keep going like this and move us every time. We know Dove’s purpose but what we don’t know is how they will bring it to life with each and every effort, knowing that nothing is more important than the confidence and mental health of the next generation.

Miller 64 - 'What Number Is Smaller?'

Agency: Mischief

This just made me laugh out loud. It is the beauty of a very tight brief. One simple thing to say…meaning the agency had the freedom to just figure out the best way to say it.

Clean Slate NY - 'Mark the Days'

Agency: R/GA New York

The power of these two boards side by side just hits you. The simple visual demonstration of the problem is all you need. A conviction record shouldn’t be a life sentence. So smart. And then giving whoever sees it something to do, a way to be part of the solution, is a powerful combination.

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Wunderman Thompson USA, Wed, 04 May 2022 11:30:01 GMT