Here are the seven digital trends for 2021.
The campaign focuses on the transformational effects that come with knowing another language. Highlighting the claim Understanding Changes Everything, two new TV Spots show how small interactions in other languages can have profound effects on a personal and professional level.
It’s the first cooperation between Babbel and the award-winning Amsterdam-based production company Media Monks together with creative director Charlotte Moore.
While much of the language learning space is about promoting language skills as a bullet point for your résumé or a tool for your next holiday, Babbel wanted to dive deeper. “It’s true that learning a new language can change your cognitive skills, your career options or your personal life”, says Charlotte Moore, Creative Director for the campaign. “But deeper than that, beyond that, it enhances what you understand about yourself and the world around you. When you put people together who share that experience, the possibilities of change for the better increase dramatically. Understanding is a power for good, and Babbel takes the responsibility of spreading it through language-learning very seriously.”
The message: Learning a language isn’t just a transactional skill, but a life-changing activity that changes how you see other people and therefore the world. Babbel’s courses, developed by language learning experts give users the necessary confidence to engage in a conversation with others. The efficacy of the courses has been demonstrated in several studies in collaboration with, for example, Yale University.
To test how this messaging would resonate in the markets before launch, Babbel enlisted the help of the market research institute IPSOS. "After talking to consumers globally, we understood that they wanted to be inspired to learn a language, but also wanted to know more about the benefits of Babbel,” says Ana Cavalcanti, Head of Creative Operations at Babbel.
“This is why our creative strategy addresses both, with a brand spot that delivers a fresh perspective of Babbel that inspires people to start their language learning journey, and a product spot that reminds learners that Babbel's expert-crafted learning experiences will motivate them and help them achieve the gratification of speaking a foreign language."
The international campaign kicks off with the two TV spots in 30-, 20- and 10-second formats in the United Kingdom, Germany, Switzerland, Austria, Canada, Brazil, France, Italy and Spain. Besides TV the multi-channel campaign will be rolled out across social media, display, YouTube, PR channels and SEM.
We anonymously asked people all over the world to “draw ketchup.” The result? They all drew Heinz.
Idea by: Agency Rethink -Canada.
Total and ultimate brand building is when your product is synonymous with the category. When you become the industry not only one of the top of mind brands.
The world deserves witnesses. Our minds tend to bias for negative events, a quality often stoked by all the things seeking to stimulate us over the course of the day. But there are millions of tiny miracles occurring around us all the time. When we don't look, we miss them. A whole life could be spent missing the beauty of watching someone you love breathe.
This is what TBWA\Paris conveys, so warmly, in camera maker Leica's "The World Deserves Witnesses."
It begins: "This is it. This is our world. Our small world, where everything happens…"
That voice you hear is American photographer Joel Meyerowitz, who gave us this compelling puzzle of a picture circa 1974 or 1975. In the video, his voice ripples with emotion as he lists all the everythings happening around us: revolution, peace, war, hate, love, tragedy.
Some 30 photographers contributed to the campaign, and their images punctuate each word. The work is so beautiful, the juxtapositions so mindful, that it's helpful to stop and really look at them: Peace is two men mirthfully kissing. Women in the trenches, wearing varied expressions, illustrate war. A stuffed bear sits, as if on a trip, atop the wheels of a tank for "the killing." A bodybuilder, shiny and proud, represents hunger; a nun licking ice cream is "the little sins."
Maybe we are more sensitive to the impact of this ad since the presidential inauguration, whose many images, shared over and over across social media, seemed so replete with promises. But this past year, and its many trials, also reoriented us, forcing people to interrogate what is truly important to them. Some manifested the answer to that question by getting really political on social media. Others quit jobs or left cities, left partners. Still others learned to bake an awful lot of bread.
There is something of that here, too—this sense that we are just more aware of the world itself, not as an abstraction but as a living place where we also live, and that requires as much nurture as we do. Dreams of joining a Musk-powered Mars colony aside, this really is it, as Meyerowitz says at the beginning. This is our world, our small world. Where everything happens.
The video "manifesto" was developed using only existing photos; none were staged to suit the campaign, and nothing was retouched or altered. It will air online, with accompanying visuals to appear in more than 15 countries. Images will rotate and change over time.
"I had goosebumps down my arms and along my ribs when I first saw the video," Meyerowitz, who also contributed an image, says. "It was astonishing! It was more human and inspiring than anything any camera company has ever done! No doubt about it."
Below, check out the gallery of prints.
Brand: Andrea Pacella, Director Global Marketing & Communication Jérôme Auzanneau, Global Director Brand, Partnerships & Accessories
TBWA\Paris: Renaud Berthe, Matthéo Pressmar, Alexandre Stachowiak Executive Creative Directors: Benjamin Marchal & Faustin Claverie Associate Creative Director: Philippe Rachel
Associate Creative Director: Carl Härborg
Art Purchase: Elise Kubler, Isabelle Jaubert
Legal: Caroline Paillard
Post-Production: Eléonore Girard
Sound Production: \Else
Composer: Niccolò Pacella
Head of Music and Sound: Olivier Lefebvre
Sound Director: Fabrice Pouvreau
Sound Engineer: Alexandre Robieux
Photographers (print in bold):
Emily Garthwaite /Institute
Sarah G. Ascough
Véronique De Viguerie
Godong/ Getty Images
Hulton-Deutsch Collection/ Getty Images
Bruce Gilden / Magnum
Outside of that, no shenanigans are permitted.
When the clearly-defined rules are tampered with, the IOC gets very angry. They impose steep sanctions on those who transgress.
Meanwhile, with marketing, the brilliance often occurs at the edges, the tiny, hidden grey area between what is allowed and what isn’t. It is in this small pocket, that guerilla marketers unlock fortunes.
This is why this story is so brilliant.
Usain Bolt owns the word ‘fast’. He is sponsored by internet companies. He is sponsored by jogging apparel.
And at the time, he was heavily sponsored by Puma, who was paying Bolt $10M a year as his primary sponsor, making him the face of the company.
They needed to capitalize on the Rio Games to justify this investment. Running a mere minute-long commercial would cost millions. And they lacked the budget to become a full-blown Olympic sponsor.
They needed a workaround.
Usain Bolt flew across the finish line in 9.81 seconds, securing his gold medal.
He lifted his golden shoes high up in the air, striking his pose, and then took a lap around the stadium
It was all staged.
And as soon as he’d crossed the finish line, the marketing department at Puma kicked into high gear. It was 4 a.m. in their German offices. Their social media teams started carpet bombing social media with these images:
Notice this image doesn’t include a picture of Bolt or a reference to the Olympics. This was deliberate.
If you look at the actual footage from the race, he was wearing his gold shoes but they were modified:
The Olympic Committee had strictly forbidden marketing slogans being displayed by athletes. This was enforced down to the most minute details.
How Puma and Bolt Tricked Everyone
Technically — they hadn’t broken the rules. At the time of his race, the phrase was not an official marketing slogan. It was just in the moments after that it became one.
Additionally, and with a slight twist, the phrase on his shoes ‘forever fastest’ was simply a homage to Puma’s official slogan ‘forever faster’, which was named after Bolt in the months prior.
Bolt and Puma planned beforehand that he would hold the gold shoes up while doing his pose to help them be seen on cameras.
The inscribing on the insoles of his shoes was also deliberate. Bolt was zoomed in on more than any other athlete during the Olympics.
There was an additional reason Puma didn’t reference the Olympics or medals when posting Bolt’s shoes: they didn’t need to.
Everyone on the planet who was following the Olympics knew Bolt won his 100m when they saw these images. They knew exactly what Puma was talking about, without Puma having to be explicit.
By circumventing the rules, they’d pulled off a monster free advertisement that would have easily cost them tens of millions to buy. In turn, it led to more than $50M increased sales of their product in the following months.
Meanwhile, Nike was infuriated. They’d paid more than $100M to be the featured shoe brand of the Olympics. They threatened legal action in the aftermath, but when push came to shove, there was nothing more they could do.
Following these Olympics, the IOC had to tweak the marketing rules yet again which, when it comes to ambush marketing, is the surest sign of a win.
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