Adaily's Year of Brilliance #1: Glorify & Celebrate
Every week, we dive into a different creative thinking tool from the Deck of Brilliance - a collection of 52 methods created by Juggi Ramakrishnan and Todd McCracken, to help you come up with better ideas, faster.
We'll break down the tool, show how it works and share 5 award-winning campaigns from the Adaily database that nailed it.
BTW it’s the last days to access special Founding Partner plan (lower price + extra perks) in Adaily 2.0 for ad agencies and marketing teams!
This week it’s Glorify & Celebrate.
"Glorify & Celebrate" taps into our innate desire to belong. It's about spotlighting something meaningful beyond your brand - a community, a cause, a shared belief - and letting your brand be the voice that elevates it. The result? Deeper emotional connections and lasting brand loyalty.
Read more here: https://deckofbrilliance.com/glorify-and-celebrate/
1. Yeah, I Am Special • Special Olympics
Tombras New York • 2023 • NGO - sports • United States • North America
For too long, the word "special" has been used to diminish and exclude. But Special Olympics decided to reclaim it, launching the "Yeah, I Am Special" campaign that turned the term into a badge of honor, selling out sweatshirts and generating a tidal wave of support for inclusivity. This campaign proved that words have power and that brands can use their platforms to challenge perceptions and celebrate diversity.
2. The Exiled Team • Brahma
Africa São Paulo • 2023 • Alcoholic drinks - beer • Brazil • LATAM
Imagine losing your team, your stadium, your sense of belonging. That's what happened to FC Mariupol. So, Brahma, a Brazilian beer brand, stepped in, renaming a local football club "FC Mariupol" to honor the displaced Ukrainian team and giving them a new home on the field. This campaign showed the power of sports to unite communities and offer hope in the darkest of times.
3.We Love NYC • Partnership for New York City
Founders New York • 2023 • Association • United States • North America
New York City needed a hug. So, Founders gave it one, reimagining the iconic "I ❤️ NY" logo with a diverse emoji-filled "WE ❤️ NYC" that sparked city-wide pride and reached a staggering 123 million people without spending a dime on paid media. This campaign reminded New Yorkers that even in the face of challenges, their city is worth celebrating.
4. Lessons In Herstory • Daughters Of The Evolution
Area 23 New York • 2024 • NGO - health • United States • North America
What if history textbooks only told half the story? That's the question Daughters of the Evolution asked with "Lessons In Herstory," an augmented reality app that unlocked the stories of overlooked women from the 19th century, sparking a long-overdue conversation about gender representation in education. This campaign demonstrated the power of technology to rewrite narratives and give voice to the voiceless.
5. 100 Faces Of Lincoln Campaign • Lincoln
Hudson Rouge • 2022 • Cars • United States • North America
To celebrate its 100th anniversary, Lincoln could have just talked about its cars. But instead, the brand chose to shine a spotlight on 100 creators, artists and entrepreneurs who embody its values, generating 52 million impressions and proving that authenticity is the key to connecting with a new generation of drivers. This campaign showed that the best way to celebrate a brand's legacy is to celebrate the people who make it meaningful.
Quick Takeaways: Glorify & Celebrate
Amplify Shared Symbols: Identify and elevate symbols that unite your audience to foster community pride. Try This: Brainstorm 3-5 symbols that resonate with your target audience and create a social media post celebrating one of them.
Spotlight Resilience: As Brahma did with "The Exiled Team," use your platform to amplify stories of courage and resilience in the face of adversity. Try This: Identify a local organization that demonstrates resilience and offer to create a free video showcasing their work.
Redefine Perceptions: Take a cue from Special Olympics and challenge negative connotations by celebrating positive redefinitions. Try This: List 3 negative terms associated with your industry and brainstorm ways to reframe them in a positive light.
Give Voice to the Overlooked: Like "Lessons in Herstory," shine a light on untold stories and celebrate the contributions of those who are often overlooked. Try This: Interview a member of an underrepresented group in your industry and share their story on your blog or social media.
Humanize Your Brand: As Lincoln did, connect with your audience by showcasing the authentic stories and passions of real people. Try This: Feature an employee or customer on your social media channels, highlighting their unique skills and interests.
Five’s not enough?
Explore over 4,000 award-winning campaigns in Adaily, including winners from Cannes Lions, Eurobest and more, to unlock inspiration for your next project.
Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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