Adaily Inspiration Week #31: Celebrating a win
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,500+ database of winning campaigns.
For this week we chose campaigns celebrating a win. Below you can find our 5 picks, straight from adaily.co » HERE «
Short summary
Celebrating a win in advertising requires creating a memorable experience that resonates emotionally and culturally with the audience. Banco Pichincha's "The Cheering Trophy" campaign involved fans directly by turning their cheers into a trophy, making the celebration personal. TyC Sports' "La Argentina Hotel" tapped into national pride by upgrading a hotel to symbolize Argentina's World Cup victory, reflecting values like humility and effort.
Promoting inclusivity, as seen in Heineken's "Genderless Billboard," can also enhance a celebration by challenging norms and sparking important conversations. Involving stakeholders, like Budweiser did in "Messi X Budweiser 644" by honoring goalkeepers, fosters a sense of community. Lastly, using a powerful slogan, such as Nike's "Home" for the England women's team, can encapsulate the victory and evoke national pride.
In essence, a successful celebration combines emotional engagement, cultural resonance, inclusivity, community involvement, and strong symbolism.
1. “Home” - Nike
Nike celebrated the Lionesses' Euros win with a campaign featuring the word "Home" displayed across various platforms.
Wieden+Kennedy London • 2022 • Clothing • United Kingdom • Europe
Challenge
The challenge of this campaign was to celebrate the victory of the Lionesses in the 2022 UEFA Women's Euro and generate widespread excitement and recognition for their achievement. The aim was to capture the attention of the nation and create a sense of pride and unity around the team's success. Additionally, the campaign sought to promote Nike's brand and association with the sport by prominently featuring their celebratory message, "Home", across various platforms and media outlets.
Target Group
The target group of this campaign was football fans, particularly those in England, who were celebrating the victory of the Lionesses in the 2022 UEFA Women's Euro. The campaign aimed to engage and excite this passionate fanbase and generate widespread excitement and support for the national team.
Idea
The main idea of Nike's campaign was to celebrate the victory of the England women's national football team, known as the Lionesses, in the 2022 UEFA Women's Euro. The campaign aimed to highlight the team's exceptional performance throughout the tournament and the historic nature of their win. Nike used the slogan "Home" to symbolize the triumph and promote a sense of national pride, which was widely disseminated across various platforms and media channels.
Results
The campaign was a major success, generating over 2.4 billion media impressions and £25 million in earned media value in the UK. The HOME Tee, worn by the team in celebration photos, appeared on the front cover of nearly every major UK newspaper and was featured in over 5,000 press articles. It trended on Twitter, drove a 160% traffic surge to Nike.com, and led to 2,000 new Nike members within minutes. The shirts quickly sold out, sparking the creation of countless knock-offs, and the campaign achieved the most liked post ever on Nike London's Instagram. Chloe Kelly even wore the shirt in Grazia magazine, further highlighting its impact.
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2. “La Argentina Hotel” - TyC Sports
TyC Sports did a campaign transforming Argentina Hotel into a three-star establishment to celebrate the World Cup win, using a unique brand extension strategy.
Mercado McCann Buenos Aires • 2024 • TV channel • Argentina • Global
Challenge
The main challenge of this campaign was to create a unique and impactful way to celebrate the first anniversary of Argentina winning the 2022 World Cup, while also differentiating TyC Sports from the numerous other brands and campaigns released on the same day. Additionally, the campaign had to be successful without utilizing any footage from the World Cup matches due to FIFA restrictions. The aim was to capture the attention and hearts of an entire country passionate about football and deliver a memorable and emotional story that resonated with the audience.
Target Group
The target group of this campaign was the entire population of Argentina, aiming to capture the attention and emotions of the country's football-loving people as they celebrated the one-year anniversary of Argentina's World Cup victory.
Idea
The main idea of this campaign was to celebrate the first anniversary of Argentina winning the World Cup in 2022 in a unique and touching way by transforming a humble hotel named Argentina into a three-star establishment, mirroring the country's achievement of the third star in football. This creative concept aimed to capture the values that led to Argentina's victory, such as humility, family, effort, and fellowship, and resonate with the passion of the Argentine people for football. The campaign successfully generated widespread attention and engagement across the country, becoming a major highlight of the World Cup anniversary celebrations.
Results
The results of the Rainbow History Class campaign were significant. The social media channel grew rapidly, reaching over 500K followers across different platforms, including TikTok, Instagram, and YouTube. The content generated over 14.4 million organic views in 2022 alone, with one viral video accumulating 4 million views. The success of the campaign led to the publication of a book titled "Rainbow History Class, Your Guide Through Queer and Trans History" by Hannah McElhinney. Additionally, an audiobook deal was secured with Audible. Rainbow History Class also partnered with notable brands such as Google Arts and Culture, TikTok, Dr. Martens, and the Australian Broadcasting Corporation. The campaign extended beyond social media, with live shows at events like Sydney World Pride, the Museum of Contemporary Art in Sydney, and ComicCon in Melbourne. Overall, the campaign successfully educated and created a community for LGBTIQA+ youth, and it achieved significant growth and recognition.
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3. “Genderless Billboard” - Heineken
Heineken did a gender equality campaign using a subtle twist in their congratulations to the Barcelona Women's team.
Publicis Italy • 2022 • Alcoholic drinks - beer • Spain • Europe
Challenge
The challenge of this campaign was to create awareness and support for the Barcelona Women's team in a way that promotes gender equality and eliminates the gender bias often seen in sports coverage. This was achieved by Heineken congratulating the team for reaching the Champions League semi-finals without explicitly mentioning that it was the women's team, leading to a "small oversight" that garnered attention and sparked conversations about gender equality in sports.
Target Group
The target group of this campaign was likely a wide range of individuals who are interested in football and gender equality. This may include fans of Barcelona FC, supporters of women's sports, advocates for gender equality, and individuals who appreciate inclusive and fair representations in media and advertising.
Idea
The main idea of this campaign was to promote gender equality in sports by highlighting the achievements of the Barcelona Women's team in the Champions League and emphasizing their success without distinguishing them from the men's team. Through a "small oversight" in their congratulatory message, Heineken inadvertently sparked a conversation about equal recognition and representation for women in sports. The campaign aimed to generate awareness and support for gender equality in sports and challenge societal norms and biases.
Results
The campaign by Heineken to congratulate the Barcelona Women's team for reaching the Champions League semi-finals resulted in significant media coverage and discussions on gender equality. The campaign reached approximately 78 million people through earned media coverage. The newspapers in Spain, including major publications, covered the competition in a genderless manner, highlighting the oversight made by Heineken and emphasizing the achievement of the Barcelona Women's team. This campaign generated attention and sparked conversations about the importance of recognizing women's accomplishments in sports and promoting gender equality.
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4. “The Cheering Trophy” - Banco Pichincha
Liga de Quito did a campaign using real-time sound waves generated by fans' cheering to create a unique trophy.
MullenLowe Quito • 2019 • Bank • Ecuador • LATAM
Challenge
The challenge of this campaign was to create a unique and meaningful way for fans to show their support and award their team with a significant trophy. Additionally, the campaign sought to generate a significant amount of attention and positive press coverage within a limited timeframe.
Target Group
The target group of this campaign was the fans of Liga de Quito, the Ecuadorian football club. The campaign aimed to engage and involve the fans in a unique and interactive way, allowing them to contribute to the creation of a significant trophy for their team.
Idea
The main idea of this campaign was to create a unique and significant trophy for Liga de Quito, using the sound waves of fans' cheering. This trophy, generated in real time, celebrated the team's achievements and the support of their dedicated fanbase. The campaign aimed to engage fans and create a memorable and powerful experience at the stadium.
Results
The campaign to award Liga de Quito with a significant trophy through the cheering and chanting of 50,000 fans resulted in impressive outcomes. The campaign generated over 1.5 million impressions in just 90 minutes, indicating a high level of engagement and reach. Additionally, the campaign garnered over $500,000 worth of free press coverage in the same time frame, highlighting the attention it received from media outlets. Furthermore, approximately 50,000 people actively participated in this action, adding to the overall success and impact of the campaign.
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5. “Messi X Budweiser 644” - Budweiser
Budweiser celebrated Lionel Messi's record-breaking goal by honoring the goalkeepers he scored against using personalized bottles.
COPA90 London • 2021 • Alcoholic drinks - beer • United Kingdom • Europe
Challenge
The challenge of this campaign was to create something that would stand out and drive conversation amidst the noise surrounding Lionel Messi breaking Pele's record. Budweiser wanted to raise awareness of their association with Messi and own the 644 goal moment over his other brand partners. They needed a creative idea that would capture attention and engage fans across the globe. Additionally, they wanted to give a voice to the goalkeepers, who played a crucial role in Messi's achievement but often went unnoticed in these moments.
Target Group
The target group of this campaign was football fans, particularly those who admire Lionel Messi and follow his career. Additionally, the campaign aimed to engage goalkeepers and their fans, as they played a crucial role in Messi's record-breaking achievement. The campaign had a global reach, targeting audiences across different markets and social media platforms.
Idea
The main idea of the campaign was to celebrate Lionel Messi's record-breaking 644 goals for one club by focusing on the goalkeepers he scored against. Budweiser created personalized bottles for each of Messi's goals, honoring the keepers and their role in Messi's achievement. The campaign aimed to generate conversation and engagement by involving a group of players who shared a reciprocal respect with Messi.
Results
Budweiser's campaign celebrating Lionel Messi's record-breaking 644 goals generated a significant impact. Despite having no paid media support, the campaign became the most talked-about drink globally during the Christmas holiday. It owned 40% of all conversation surrounding the record, resulting in over 1,200 news articles across 84 countries and 3 billion earned impressions. The campaign garnered over 26 million views on social media and 1 million engagements, returning $20 million of social media value to the brand. Budweiser achieved a 95% share of voice in online articles compared to other Messi-associated brands and was featured in 30% of all articles' headlines. The campaign also generated reaction videos on YouTube and a multitude of memes created by fans, further expanding its reach and impact.
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