Adaily Inspiration Week #36: Brand manifestos
Adaily Inspiration Week #36: Brand manifestos
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,500+ database of winning campaigns.
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For this week we chose belonging and representation campaigns. Below you can find our 5 picks, straight from adaily.co » HERE «
Our pick of top5 campaigns:
“The Greatest Story Ever Worn” - Levi's: Levi's celebrated the 150th anniversary of the 501 jean by sharing true stories from wearers worldwide, achieving 332 million impressions and a 534% increase in site visits.
“I'm Possible Billboards” - Adidas: Adidas challenged perceptions of women in sports across the Middle East by turning their social media posts into real-time billboards, reaching over 250 million people across 25 countries.
“The Cost Of Beauty” - Dove: Dove's campaign tackled the harmful impact of toxic beauty content on young girls' mental health, achieving over 69 million views and leading to legislative reform in online safety.
“Different.” - Samsung: Samsung's campaign targeted Gen Z in New Zealand, promoting the Z Flip 5 as a unique alternative to the iPhone, resulting in an 11.4% growth in market share, surpassing Apple.
“We Are All Peru” - Cristal Beer: Cristal Beer invited international beer brands to support the Peruvian national football team by changing their names to "Peru" on billboards, expanding the team's fan base to 280 million worldwide.
1. The Greatest Story Ever Worn • Levi's
Droga5 New York • 2023 • Clothing • Cross-country • Global
Campaign Summary:
Levi's "The Greatest Story Ever Worn" campaign celebrated the 150th anniversary of the iconic 501 jean by showcasing true stories from wearers around the world, honoring its cultural impact over the past 150 years.
The challenge was to highlight the jean's enduring relevance while inspiring a new generation. Targeting both loyal wearers and potential customers, the campaign spanned 37 global markets in 19 languages, generating 332 million impressions, a 534% increase in site visits, and a 61% rise in positive sentiment, successfully inviting the next generation to be part of Levi's rich legacy.
Links
2. I'm Possible Billboards • Adidas
Havas Middle East Dubai • 2022 • Clothing • United Arab Emirates • Middle East
Campaign Summary:
adidas' "I'm Possible" campaign aimed to challenge the perception that sports aren't meant for women in the Middle East, inspiring them to share their stories and participate in sports.
The challenge was to shift societal norms and empower women through a social media movement that turned their posts into real-time billboards across Dubai. Targeting women in Dubai, the campaign achieved over 250 million total reach, spanned 25 countries, and featured 100 billboards, successfully sparking a regional conversation about inclusivity in sports and changing perceptions.
Links
3. The Cost Of Beauty • Dove
Ogilvy London • 2023 • Personal care • Cross-country • Global
Campaign Summary:
The campaign aimed to raise awareness about the harmful impact of toxic beauty content on social media on young girls' mental health and to support the Kids Online Safety Act.
Faced with challenges like social media bans, the campaign targeted parents and a broader audience, using a powerful film to drive change. It achieved over 69 million views, 11.1 billion impressions, and became Dove's most shared film, leading to legislative reform in the UK and significant progress for the Kids Online Safety Act in the U.S.
Links
4. Different. • Samsung
DDB Auckland • 2024 • Smartphone • New Zealand • Oceania
Campaign Summary:
Samsung's campaign aimed to highlight the uniqueness of the Z Flip 5 phone by targeting Gen Z in New Zealand, challenging the perception that Apple is the only "cool" brand and encouraging a shift to Samsung.
The challenge was to capture Gen Z's attention and loyalty. The campaign achieved a +13.7% increase in Samsung's perception as "Superior and Successful," a 4.3% rise in "Proud to Own" ratings among 18-29 year olds, and an 11.4% growth in premium market share, surpassing Apple for the first time in New Zealand.
Links
5. We Are All Peru • Cristal Beer
VMLY&R Peru • 2022 • Alcoholic drinks - beer • Peru • LATAM
Campaign Summary:
Cristal's campaign aimed to create unity and support for the Peruvian national football team by inviting beer brands from other countries to advertise as "Peru," expanding the fan base and rallying global support for their FIFA World Cup™ play-off match.
The challenge was to amplify the sense of solidarity, transforming Peru's 33 million supporters into a global fan base of 280 million. The campaign successfully generated international attention and a powerful sense of unity for the Peruvian team.
Links
Five’s not enough?
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