Creativity Magazine ranks the year’s 10 best ad efforts, leading with Wieden & Kennedy’s “The Man Your Man Could Smell Like/Responses” for Old Spice. Pepsi’s “Refresh Project” from TBWA/Chiat/Day, Los Angeles; and Crispin Porter & Bogusky’s “Pizza Turnaround” for Domino’s also made the list.
OLD SPICE: The Man Your Man Could Smell Like/Responses
It wasn’t just “Hello, ladies!” but “Hello, everyone!” Wieden & Kennedy’s pop-culture-infiltrating commercial and the “Responses” follow-up capitalized on the beloved Isaiah Mustafa’s character and the immediacy of social-media channels, creating, over a period of three days, more than 150 tailor-made YouTube responses from the Man to fans. The latter drummed up tons of media attention for Old Spice and generated some impressive statistics: it increased Facebook interaction by 800% and Oldspice.com website traffic by 300%, OldSpice’s YouTube page became the all-time most-viewed channel on the site. More impressive? Even actual sales were up.
PEPSI: Refresh Project
The social-media-driven campaign from TBWA/Chiat/Day, L.A., which saw the marketer divert its Super Bowl budget toward social causes, has been one of the most — dare we say — important brand efforts of the year. Demonstrating what a reallocation of a portion of a mega media budget could do, the campaign ended this year with nearly three billion media impressions, 51 million votes from a broad demographic sample and millions given to worthwhile grassroots causes. The campaign has been a massive success in terms of awareness and — say Pepsi bottlers, no less — palpable goodwill toward the brand.
Continues at: Book of Tens: Campaigns Creativity Loved – Advertising Age – Special Report: The Book of Tens 2010.
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- Wieden + Kennedy is Campaign’s network of the year 2010 (wklondon.typepad.com)
- Wieden + Kennedy is SHOOT magazine agency of the year 2010 (wklondon.typepad.com)
