By Drew Beamer
(Reading time - 4:00)
We all face restrictions when it comes to producing new work. Budgets, timelines, client stipulations - these are the norm. But what happens when your team can’t even be in the same room to kick around ideas? What if your ability to collaborate and create something new was cut out from underneath you? This is what creative teams all around the world have faced these last few months during the pandemic.
That’s not to say that there aren’t workarounds. We have zoom, slack, and email, but it does slow down the process considerably - at least until the learning curve to the new normal flattens out. But while some clients are pausing projects, others are charging ahead and making the best of our current situation. Here are four that are creatively leaning into it.
Wendy’s Breakfast is Here.
Why it works
It’s tough getting a production team together safely these days and everyone in the business can relate. Even though these could be described as a little self-indulgent on the agency’s part (complete with fake design program UI and camera info), they’re light-hearted, funny, and actually very well produced to look “un-produced”. The insight here (in my mind) is that there are more important things going on in everyone’s lives than the release of a breakfast menu at Wendy's, but it’s here if you want it. They realize that and lean into it. Well done.
Stay at Home Humans of Genius
Why it works
With their “Real Men of Genius” campaign wrapping more than a decade ago, the revival of these spots brought back all the feels of just how great the original campaign was. It was smart, funny, and always on-brand. Bud Light is “the beer of friendship” so a salute to the unsung heroes was always a brilliant strategy. In the new spots though, the team found a way to meld that message of comradely, positivity, and humor with the current issues we’re all facing.
Be a Hero. Be Boring.
Why it works
For a brand that is normally focused on getting you back to your regularly scheduled activities, it was probably an uncomfortable swing in the opposite direction for the brand managers here. However, the concern for everyone’s well-being is what really makes these ads work, even if there’s not a product push apparent. It reads more like a PSA from a company that actually cares about people, rather than an ad to sell more Mucinex. But, you can bet if someone saw these ads and needed to get rid of some congestion, they'd have better feelings towards Mucinex than any other brand doing the same thing.
Courage is Beautiful.
Why it works
Dove has managed to remain relevant and relatable due (in large part) to its shift in 2004 to showcase “real beauty”. They were one of the first brands to commit to diversity and inclusion in their ads, as well as calling out the beauty products industry for over-editing their images in photoshop. But, the real reason this campaign has contributed to Unilever donating over 150 million dollars worldwide, is that they were able to align their brand with a worthwhile cause - helping frontline healthcare workers. Their courage is beautiful not because their pores are clean, but because of the sacrifices they’re making to help others.