It’s that time of year when we all begin to reflect back on what has been and the legacy that we’ll leave behind in 2012. We’ve seen some truly outstanding campaigns come and go this year and we thought that as a footnote to the year we would collate our top ten for all of you to enjoy. Please note that the choices expressed by the Fiasco team our are own and if you don’t like them, well you know where to find us.
So grab a cuppa and sit back as we reveal our Top 10 Campaigns of 2012.
10. Bodyform Responds – Rubber Republic
In October this year, Bodyform with the help of Bristol based agency Rubber Republic released this as a response to a disgruntled Facebook follower. Richard Neil wrote a hilarious Facebook comment bemoaning period adverts and received 86,743 likes and 3,735 comments. Bodyform spotted a golden PR moment and responded with this brilliantly witty and well acted spot. The video received over 2 million views in just two days. Not bad going really.
9. Absolut Unique – Absolut Vodka
Absolut Vodka got creative this year on a campaign they ran entitled Absolut Unique. They produced 4 million uniquely designed bottles with 38 bright colours and 51 abstract patterns. After intense programming of production robot artists, Absolut have calculated they could produce 94 Quintiillion bottles before 2 identical bottles would be produced!
8. Take the Stage – The Church of London & Sid LeeAs part of Adidas’ Take The Stage campaign which took place over the London Olympics, publishing house The Church of London teamed up with Adidas in a large-scale print campaign. Advertising agency Sid Lee commissioned the publishers to create 17 unique illustrations based on portraits of different Team GB athletes to form cover wraps for the Metro newspaper on each day of the games. Readers could also pop into any Adidas store in London and pick up a free limited edition digital print of the same image. Artists involved in the project included Noma Bar, Geoff McFetridge, Stevie Gee, Andrew Rae and Another Example.
7. The Good Times newspaper – The Church of London
Following on from their success with their Take The Stage Metro cover wraps, the creators of Little White Lies and Huck make another appearance at number seven. In January of this year, they set about producing a smile-inducing antidote to your moody morning metro in no less than a week.
The Good Times is entirely non-profit, free publication that was dished out to commuters on Blue Monday. “Full of reasons to be optimistic about the year ahead,” articles ranged from the seriously good: how peer-to-peer funding cuts out banks, supporting money lending and donations, to the ridiculously good: Dogs make people smile. All of this was framed beautifully with custom typography, a wealth of illustration and quality portraits.
6. Meet Stanley – Digital Kitchen
Meet Stanley was a self initiated project put together by Chicago based creative agency Digital Kitchen. Stanley was conceived by the team as a way of promoting a three-day block party on Capitol Hill. They created an interface that linked up with three computers that would play out songs selected by users through Twitter. A truly ingenious and innovative way of getting people to engage through social media.
5. Braille burgers – Metropolitan Republic
In January, South African ad agency Metropolitan Republican created these braille burgers in a genius campaign to underline how everyone is welcome at Wimpy restaurants. We found the concept and promo video incredibly touching. The kind of idea that sticks in your head before it gets lodged in your veins!
4. More4 identity – ManvsMachine
At the beginning of the year More4 launched a new identity created by design and motion studio ManvsMachine and Channel 4’s in-house agency, 4Creative.
The new identity moved away from the minimal approach taken by Spin in the previous identity in an attempt to reflect the wide range of content now available through the channel. While the static brand mark itself is attractive, the identity comes to life in a series of live action idents designed and directed by ManvsMachine in collaboration with art installation designers Jason Bruges Studio. Each device is made up of hundreds of mechanical flippers that reveal a range of colours and patterns. A truly beautiful idea when set against a series of different environments.
3. The Whole Picture – BBH London
A close contender for top spot, this charming and yet gruesome twist on the story of the Three Little Pigs as a modern news story. The tale is a fantastic ad spot that was released by BBH London for The Guardian. The ad puts The Guardian at the centre of the story as it plays out in a delightfully playful and yet somewhat grim oh so familiar narrative. The intention of the video is to illustrate how “open journalism” is now at the heart of what The Guardian do, utilising a collaborative approach formed with their readers. With a huff and a puff BBH delivered what should be heralded as the greatest mix of craft and storytelling seen on our tellies this year.
2. Stratos – Red Bull
What can be said about Felix Baumgartner and Stratos? In this recent article we talked about the emergence of the “Experience Economy” and how brands are finding new and innovative ways in which to better market their products and engage with their customer base. As we discussed in the aforementioned post, the Stratos event represented what all modern brands are now waking up to. The fact that what really matters is how a brand engages and interacts with the people who impact the business, from its customers to the people who influence customers. That put simply, “Brands are verbs: what they do matters more than what they say”.
What Red Bull and Felix Baumgartner did back on October 14th was not only a feet of human endurance but also a staggering example of how far brands like Red Bull are willing to go to expand their customer base. They effectively re-wrote the rules of content marketing, sponsorship and PR.
Stratos may be one of the most ambitious and outlandish PR stunts ever delivered and we loved it.
1. Meet the Superhumans – 4Creative
Top of our list for 2012 is the ad spot which changed the face of the London Paralympic games. Put together by Channel 4’s in-house design team 4Creative and directed by Tom Tagholm, Meet the Superhumans is Channel 4’s biggest ever marketing campaign. The film that featured different paralympic athletes and highlighted the human strength and endurance required to take part in the games was an inspiring and powerful film that helped to lift the Paralympics to a level of mass appeal. The shots, visual effects and backing track come together to deliver the stand out campaign of the year.