We arrived at the end of March. The third month of the year did not need more time to bring several campaigns that deserve to be highlighted. Brands make big moves on the accessibility front and join Hollywood’s biggest night to deliver all kinds of messages. To remember the ones that marked the most this time, we separated them in a special list.
Check out the best campaigns of the last week of March:
5. Oscar Mayer: If you have a Wiener
Agency: Johannes Leonardo
In the run-up to the Oscars, many brands came out to use Hollywood’s biggest night as a platform, but Kraft Heinz’s Oscar Mayer took the opportunity to make an unexpected social statement about the show’s well-documented lack of gender inclusion. The sausage brand has “baked” the awards for, well, a lot of “sausages” throughout its history, noting how male directors are “46 times more likely to take home a director win.” The phrase was seen on social posts, on the Wienermobile and in out-of-home postings around the Dolby Theater in Hollywood.
4. Heinz: Make Heinz an Actor
Agency: Rethink
Another Kraft Heinz brand, Heinz Ketchup, was also nominated for an Oscar to double down on its efforts to gain Tinseltown recognition. In 2020, in one of Rethink’s campaigns, the brand created its own IMDB page to highlight its major roles in cinematic history. He returned this year with a campaign in which ketchup applied to join an official actors’ union, along with a “For Your Consideration” billboard on Los Angeles’ Santa Monica Boulevard.
3. Google: a look can say a lot
Agency: In-House
In yet another Oscar campaign, Google returned to Hollywood’s big night with another ad highlighting its accessibility tools. The ad featured a series of cinematically filmed eyes to illustrate just how much a “look” can say. The idea then grew when the commercial showed how the eyes of a woman, an ALS patient, actually allowed her to speak, with the help of Google’s Look to Speak feature.
2. Crypto.com: The Basics Are Now Essential
Like Oscar Mayer, Crypto.com turned to Oscar to make a statement beyond the shill. The cryptocurrency exchange brand, which previously used big stages like the Super Bowl and big stars like LeBron James and Matt Damon to promote itself, was much quieter for the Oscars. His ad featured simple typography explaining how the basics of life like batteries, bread, blankets and hot soup are now essential in Ukraine. It then displayed a QR code that takes viewers to a donation page for the Red Cross and Red Crescent Movement (RCRC).
1. Mastercard: Apresentando o Touch Card da Mastercard
Agency: McCann
Mastercard made history with its “Priceless” campaign, but the innovations it has introduced in recent years around its own credit card offerings are a new milestone in its marketing. The company’s True Name card recognized the brand’s transgender customers, and now the Touch Card promises to make life a lot easier for visually impaired consumers. The brand is promoting the offer with a McCann cinematic ad that features a day in the life of a blind woman, each moment narrated with an audio description. The company announced the product in October and is now working with banks and merchants to launch the card, which was co-designed by technology company Idemia.
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