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Advertising04 January 2018

Advertising campaigns 2017: breaking the barriers and stereotypes

Social trend

Every year, at the turn of December and January, on my blog I publish an overview of the most distinctive advertising campaigns over the past 12 months.  It is going to be the same this time, although at the sixth edition of my summary, I thought it is high time to change its formula into an even more valuable one. Until now, the creators’ creativity, the dose of inspiration or the form of the campaign were the main criteria of my choice. I created this year’s ranking based on the powerful factor. I was looking for ads with a unique and important message as well as those which main message was to go against the flow and against the prevailing stereotypes. I aimed at campaigns that are a loud and bold declaration of the brand on a specific, socially relevant issue.

This direction of communication is a very strong, global and long-term trend. I call it Good Is The New Cool and I often mention it on the blog as well as during my speeches. And it seems to be even stronger because the brands notice that they have to speak on issues that are important to their clients. Consumers are tired of fake news, aggressive political discourse, stereotyping in the media and advertising. They are looking for authentic brands with integrated, transparent communication, that are run for many years. Today, customers need brands whose goal is not only to generate revenue, but also activities that go beyond business in the broad sense. More often, they choose products of companies that strongly react to events important for a large part of society. 91% of Millenials would change the brand to the one that manifests greater corporate social responsibility (Cone Communication Millenials CSR Study), and 85% of people from Gen Z will be more likely to buy a product from a brand that supports the long-term social goal (Fuse Gen Z Report). Worth remembering.

For me, 2017 was a year of such campaigns and I predict that in 2018 there will be definitely more campaigns with a strong social pillar. The following fifteen is just the tip of the iceberg.

Audi: “Daughter” #Gender #Equality #STEM

Audi #DriveProgress Big Game Campaign: “Daughter”

Progress is in every decision we make, every technology we invent, every vehicle we build. It’s our past, our future, our reason to exist. Audi of America is committed to equal pay for equal work. A 2016 report by the U.S.

Diesel: “Go With The Flaw” #Diversity #StandOut #NoFucksGiven

Diesel – Go With The Flaw

Go with no plan. Go with not sure Go with what makes you feel insecure Go with the snooze Go with your hair Go with that face that needs no repair Go with mistakes Go with remakes Go without knowing if you have what it takes go with the tease go with the game go if no one remembers your name Go with the “oops” Go with no doubts Go if it doesn’t look as good as it sounds Go with the hunch Go with oh fuck.

Nike: “Equality” #NoBoundaries #Fairness #Respect

Nike | Equality

“Encourage people to take the fairness and respect they see in sport and translate them off the field.” #Nike #Equality

Burger King: “Bullying Jr.” #AntiBullying #SpeakUp #TakeAStand

BURGER KING | Bullying Jr.

Scrawny. Short. Ugly. Fat. Weird. 30% of school kids worldwide are bullied each year and bullying is the #1 act of violence against young people in America today (Source: The BURGER KING® brand is known for putting the crown on everyone’s head and allowing people to have it their way.

Tempo: “Pregnancy Test For Men” #TechTwist #ChangingRules #Pregnancy


What if there was an even more emotional way to find out you’re expecting a baby? Discover the mechanism of the first pregnancy test prototype that gives to all women the possibility to know if they’re pregnant by their men, not by a device.

War Child: “Batman” #Refugees #ImmigrationCrisis #RealHeroes


Wereldwijd groeien 250 miljoen kinderen op in oorlog, of zijn hiervoor op de vlucht. Zij worden dagelijks geconfronteerd met verschrikkelijke ervaringen. Ervaringen die ze niet altijd op eigen kracht kunnen verwerken. Ook Kadar is gevlucht. Samen met zijn vader. Zijn held. Hij praat liever niet over wat hij heeft meegemaakt: de bomaanslagen, de aanvallen, de terreur.

VW: “The blind photographer and the new Arteon” #Authenticity #VisualPerson #Senses

The blind photographer and the new Arteon

Can a photographer be blind? Can a car be art? Blind visual artist Pete Eckert and the new Volkswagen Arteon show you. See more at

Uber: “Boxes” #FutureOfCities #RideSharing #Transportation

Bufdir: “The Lunchbox” #Hunger #FosterHomes #Sharing

The Lunchbox. Kitchen Leo Burnett

Uploaded by Candide McDonald on 2017-06-06.

Nike: “Breaking2” #Barriers #Challenges #PushingTheLimits

Nike Breaking2 Trailer

This trailer features the three athletes who are attempting this moonshot on Saturday, May 6 at 5:45 a.m. local time in Monza, Italy – Eliud Kipchoge, Lelisa Desisa and Zersenay Tadese – with footage from their training camps and the test event in March. STREAM: PACERS: SHOES: OP-ED: FOLLOW US!

Edeka: “Vielfalt” #Diversity #ImmigrationCrisis #Stunt 

Volvo: “The Get Away Car” #Mindfulness #Passions #LiveFullyNow

The Get Away Car

You reach a point in life when you have to choose. Career over passion. Work over play. It’s when surfers turn CEOs. Photographers turn lawyers. Fly-fishers turn doctors. Mountain climbers turn engineers. It’s when you put a piece of yourself on hold. And as time passes, the things you used to love doing, start to fade away.

Airbnb: “We Accept” #Diversity #ImmigrationCrisis #Inclusivity

Airbnb Super Bowl Commercial 2017 (We Accept)

Airbnb Super Bowl Commercial 2017 #WeAccept #SB17 Airbnb Super Bowl Commercial 2017 released during super bowl To stand up for equality and acceptance! Airbnb Super Bowl Commercial!

The New York Times: “The Truth Is Hard To Find” #Truth #Transparency #Quality

TV Commercial | The Truth Is Hard To Find – Tyler Hicks | The New York Times

Caution: Graphic content and flashing images. Discover the hard work needed to report the facts in the latest video series from The New York Times marketing team. All photos in this video were taken by Tyler Hicks while he was covering the refugee crisis for The New York Times in Lesbos, Greece, in 2015.

TV2 Denmark: “All That We Share” #Tolerance #Unite #ConnectedSociety

TV 2 | All That We Share

We live in a time where we quickly put people in boxes. Maybe we have more in common than what we think? Introducing All That We Share. The English version.

I wish you a Happy New Year, full of love and happiness.

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