Winners, losers, and copycat culture, it’s all here in the Weekly Round-up.
The big winners
The Big Won, The Drum’s yearly ranking of creative advertising have the award winners for 2018. The top picks were a diverse collection of brand breakthroughs from the biggest and brightest. Some were tear-inducing, such as The talk from P&G, some were slick as hell, like Nike’s animated masterpiece, Nothing beats a Londoner, and some were an outright jab at the competition à la Burger King’s Lovin “It”. But the ruler supreme came in the form of a quirky, yet poignant short, from everybody’s favourite technicolour treat. Skittles’exclusive, the rainbow, brings together a wonderful blend of star power (bleach blonde David Schwimmer anybody?) and zany humour to create what they have called a “great and very successful advertising stunt”
Three pups on a pitch
From the obscure to the adorable, the bigger winner for us this week is the latest campaign from SNIFF. Dubai based organisation SNIFF, Strays Needing Interim or Furever Friends, wanted to send a message to audiences encouraging them to help adopt, foster, or sponsor mixed breed dogs. There is a stigma surrounding mixed breeds, that they are difficult to train. Co-founder of SNIFF, Jasmeen Bhirani explains their mission to “actively promote the adoption of mix breed dogs by combining a body of services that assist the animals from the ground to a ‘forever home.” In order to do just that and dispel this misconception that you can’t teach an old dog, new tricks, SNIFF worked with agency, TBWA\RAAD, to show the world just what these pooches are made of.
The result? A canine Clásico, naturally. A short film which packs a punch in terms of puppy love and football fandom alike. Each of our ‘players’ show their prowess as pets and entire us while doing so. The best part, following the campaign’s initial launch, one lucky pup has already been adopted to his furever home.
The imitation game
Counterfeit goods have long been associated with the Asian market, particularly with the Chinese market. From handbags to hardware, if you want it, but can’t afford it, this market will more than likely have an iteration for you. The culture of copying is ingrained in Chinese society and is made possible by what the country’s ad industry has called ‘China speed’, the ability to answer their audiences’ demand both in terms of speed and scale. But is that all about to change? Just two years ago, Lego won its first copyright case against two companies in China. The following year, the Danish brand won again against four companies who had “infringed multiple copyrights of the Lego Group.” These wins mark a huge change in the commercial industry in China. A change which, Ramzi Chaabane of MediaMonks China, tells The Drum is down to the entrance of Millennials into the workforce. “They are entrepreneurial and ideologically creative. For them, it was like, ‘Let’s try to do things our own way and do it very fast.’” Quite a departure from China’s previous mentality of pure speed, though this may mark the change, all good things come with time. Case in point, electronics brand, Little Swan, who has been accused of plagiarism for their latest campaign. The accuser is Design Army and Hong Kong Ballet who, looking at the comparison pictures, might just have a case. Even if a knock-off is, Rome definitely wasn’t built in a day.
On Trend: The fashion houses and the racial faux pas
It looks likes Gucci is the latest to succumb to fashion’s recurring trend of racism, in the form of their recently released blackface jumper. A faux pas, to say the least, the roll neck jumper which came with large red lips, received a less than positive reception on social media, with some people stating that they would boycott the brand and encourage others to do the same. In response to the backlash, Gucci has withdrawn the garment from its collection and has apologised, stating that they would turn the mishap “into a powerful learning moment for the Gucci team”.
Nice words, but it has to be asked, how many “learning moments” does the fashion industry need to stop their very blatant prejudice? After all, this incident isn’t isolated with celebrated brands like Prada and Burberry making very questionable choices in both their designs and their advertisements. And that’s before even mentioning D&G. From their so-called ‘slave’ sandal to that spaghetti and chopsticks moment. We can only imagine that Stefano and Domenico are breathing a sigh of relief this week, that this latest controversy isn’t down to them.
We did it!
On a final note, we want to throw the spotlight on ourselves for our recent win at the DMN Awards for 2018. We came out on top winning the award for the Best Email Marketing Company and we couldn’t be happier, particularly after our recent accolade from Forrester. In their report, The Forrester Wave™: Email Marketing Services Providers, Q2 2018, they named us a leader, paving the way for email in the industry. To find out more about this and our email offering as a whole, check out our latest blog here.
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