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The week's Top5 marketing campaigns
1
RSPCA - For Every Kind
We launch this week's Top5 with new work from UK animal welfare non-profit, the RSPCA, marking the charity's 200th birthday. Creative through AMV BBDO.
| Title | For Every Kind |
| Agency | AMV BBDO |
| Campaign | For Every Kind |
| Advertiser | Royal Society for the Prevention of Cruelty to Animals International |
| Brand | RSPCA |
| Date of First Broadcast/Publication | 2024 / 4 |
| Business Sector | Animal Rights/Safety/Adoption |
| Philosophy | a new purpose was crafted to inspire people to support the RSPCA and the animal welfare cause: "Inspire everyone to create a better world for every animal." This purpose was then tested using the Loops technology platform, gathering feedback from thousands of individuals both within and outside the organisation. This ensured that the purpose truly reflected the RSPCA's values and would resonate with supporters, internal teams and the wider public. |
| Problem | For more than two centuries, the RSPCA has been pushing boundaries and raising standards to help animals live fairer and better lives. Now, in a pivotal moment, the charity introduces a new strategy designed to respond to the growing challenges faced worldwide and inspire a million acts of kindness for animals. To define its next 200 years, the organisation has partnered with global branding agency Jones Knowles Ritchie (JKR) to unveil a new purpose, positioning and branding. The charity has also tasked creative agency AMV BBDO to bring its new strategy to life through a powerful and empathetic brand platform. JAA delivered the media strategy and buying, which includes TV, Cinema, OOH and Digital; a launch partnership with Channel 4, Studio Lambert and Gogglebox will kick off the campaign. |
| Media Type | Television |
| Length | |
| Soundtrack | Respect |
| Advertising Manager | Olivia Reid |
| Advertising Manager | Louise Stevens |
| Advertising Manager | Zoe Lomax |
| Advertising Manager | Sarah Durbin |
| Creative Director | Jack Smedley |
| Creative Director | George Hackforth-Jones |
| Chief Creative Officer | Nicholas Hulley |
| Chief Creative Officer | Nadja Lossgott |
| Creative Team | Sophie Beard |
| Creative Team | Mike Kennedy |
| Designer | Kate Whitley |
| Agency Account Team | Alex Bird |
| Agency Account Team | Henrietta Corley |
| Agency Account Team | Georgia Phillips |
| Agency Producer | Edwina Dennison |
| Agency Producer | Tara Megson |
| Agency Producer | Polly Lowles |
| Agency Producer | Joe Sloane |
| Account Planner | Margaux Revol |
| Account Planner | Kerrie Boyes |
| Production Company | Somesuch |
| Production Company Producer | Elly Camisa |
| Executive Producer | Chris Watling |
| Director | Raine Miller |
| Post Production | Untold Studios |
| Post Production | Ella Glazer |
| Executive Producer | Tom Igglesden |
| Creative Director | Tom Raynor |
| VFX Artist | Adam Grint |
| CG Lead | Kanishk Chouhan |
| Sound | Sound Tree |
| Sound Engineer | Luis Almau |
| Audio | Jay James |
| Singer | Aretha Franklin |
2
MyClimate - myclimate Carbon Tracker (Film)
Jung von Matt/ Havel
60% of travel bookings are inspired by influencers. This social media activation from MyClimate raises awareness of the need for carbon-conscious travel, by responding to influencer and celeb posts.
| Title | myclimate Carbon Tracker (Film) |
| Agency | Jung von Matt/ Havel |
| Campaign | myclimate Carbon Tracker |
| Advertiser | Myclimate The Protection Partnership |
| Brand | MyClimate |
| Date of First Broadcast/Publication | 2024 / 4 |
| Business Sector | Environmental & Ecological Issues |
| Story | The jet-setting lifestyle of influencers and their excessive air travel cause massive climate-damaging emissions. A large-scale climate protection campaign by the NGO myclimate is now publicly confronting these celebrities – on their own channels. Many influencers use location markers on Instagram to share their trips. In collaboration between Jung von Matt HAVEL and the developers from Championship Records, the "myclimate Carbon Tracker" was created. This intelligent bot analyzes location markers in social media posts from over 1000 influencers and celebrities. Based on the distance between two posts with location markers, it identifies flights and calculates the resulting emissions. Based on this, the bot generates a personalized comment, reminding them of alternative travel options and donations for climate projects. For particularly prominent frequent flyers, completely individual comments are written. At the same time, the travel activities are included in the first influencer CO2 ranking at carbontracker.myclimate.org. myclimate aims to raise awareness of climate-damaging travel behaviour, offer alternatives, and call for responsibility for one's own emissions. The initiative is accompanied by a campaign on social media, which, not without irony, asks people to donate for the influencers if they fail to fulfill their responsibility. |
| Media Type | Case Study |
| Length | |
| Creative Director | Arne Stach |
3
Agenda Antarctica - Antarctica Flag Redesigned
Agenda Antarctica redesigns the continent's flag to highlight just how much plastic has become part of the ecosystem. Creative through Publicis in Canada.
| Title | Antarctica Flag Redesigned |
| Agency | Publicis Canada |
| Campaign | Antarctica Flag Redesigned |
| Advertiser | Agenda Antarctica |
| Brand | Agenda Antarctica |
| Posted | April 2024 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | Antarctica is traditionally known as a land covered in clean ice and pristine snow, but latest research by the University of Canterbury in New Zealand reveals a much starker truth. The continent, much like the rest of the planet, is suffering the impacts of global plastic pollution. In response to this recent scientific discovery, Agenda Antártica, a non-governmental organization that works for the environmental preservation of the Antarctic continent and the Southern Ocean, has commissioned a redesign of the Antarctica flag by its original author, renowned vexillologist, Graham Bartram. Formerly a white map of the continent symbolizing Antarctica’s distinctive attributes as a hub for scientific collaboration, peaceful coexistence, and nature conservation, the new flag shows a continent dotted with colourful shapes symbolizing the actual microplastics found within Antarctic snow. "The discovery of microplastics (plastic pieces smaller than 5mm) in Antarctic snow is a wake-up call to the world," said Graham Bartram. "Through this redesign, I aim to ignite a global conversation about our responsibility towards the environment and the urgent need for collective action to combat plastic pollution." “This redesigned joint initiative aligns with growing international concerns about environmental degradation and the need for sustainable practices. The new flag will serve not only as a symbol of Antarctica's environmental significance but also as a call to action for nations, corporations, and individuals to address the pervasive issue of plastic pollution”, said Dr. Horacio Werner, Executive Director of Agenda Antártica. Far from just being a symbolic gesture, the new flag aims to reignite discussions around the University of Canterbury’s scientific findings, drawing much-needed attention to the broader implications of plastic contamination in remote and ecologically critical regions like Antarctica. In conjunction with the flag's redesign, a dedicated website has been launched – http://antarcticaflagredesigned.org/ – where individuals and organizations can learn more about the impact of plastic pollution and take a proactive stance. Visitors to the site are invited to sign a pledge supporting the establishment of a strong Global Plastics Treaty, a crucial step in combating the pervasive issue of plastic pollution worldwide. |
| Media Type | Web Film |
| Length | |
| Press Relations | North Strategic |
| Music Supervision | Michael Bertoldini |
| Music Supervision | Andrea Morelli |
| Music Company / Composer | Seppl Kretz |
| Music Company / Composer | Marvin Losch |
| Director | Yan Cucco |
| Production | The Pub Productions |
| Music | Magma Music |
| Directors Assistant | Linda Djelailia |
| Editor | Neal McAuley |
4
Greenpeace France - Plastic Attack
A ridiculous scenario? Not so much. Greenpeace in France tells us that we are unknowingly ingesting 5 grams of plastic each week. Creative through independent agency la chose in Paris.
| Title | Plastic Attack |
| Agency | la chose |
| Campaign | Changeons le scénario |
| Advertiser | Greenpeace |
| Brand | Greenpeace France |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story (original language) | Subscribers Only |
| Philosophy (original language) | Subscribers Only |
| Media Type | Digital |
| Length | |
| Advertising Manager | La....ce V...e Subscribers Only |
| Advertising Manager | P...re K....el Subscribers Only |
| Advertising Manager | My....le G...ud Subscribers Only |
| Creative Director | C....es F....nd Subscribers Only |
| Art Director | H..o M...us Subscribers Only |
| Copywriter | M...in Ep....ud Subscribers Only |
| Strategic Planner | C...ine F...e Subscribers Only |
| Founder / President | E..c T..g C...g Subscribers Only |
| Account Director | G...ia Am....ag Subscribers Only |
| Director of Development | M....ne Mat.......uyen Subscribers Only |
| Production Company | Da....ng Subscribers Only |
| Production Company | Sur........s.tv Subscribers Only |
| Director | Al.....re C....ès Subscribers Only |
| Producer | J...my A...un Subscribers Only |
| Director of Production | T....ut C....ud Subscribers Only |
| Executive Production | S...t Gi.....re Subscribers Only |
| Executive Production | ecl......net Subscribers Only |
| Chief Operator | Va....in V...et Subscribers Only |
| Post Production | .2 P..t Subscribers Only |
| Editor | N....as La......ere Subscribers Only |
| Sound | S...l T..g C...g Subscribers Only |
| Sound | S...io .8 Subscribers Only |
| Cast | ..a D...no Subscribers Only |
| Cast | A...is F..e Subscribers Only |
| Cast | Fr....�ric C...e Subscribers Only |
| Cast | L....tia L...ni Subscribers Only |
| Cast | S....en M...s Subscribers Only |
| Cast | M...me B....et Subscribers Only |
5
Hyundai Motor - Forward Collision
The Last Safety Feature is a new OOH, print and social global campaign from Hyundai that highlights how the company is going carbon neutral. The message is that no safety feature is going to save us from climate catastrophe.
| Title | Forward Collision |
| Agency | Jung von Matt / Neckar |
| Campaign | The Last Safety Feature |
| Advertiser | Hyundai Motor |
| Brand | Hyundai Motor |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | |
| Market | Subscribers Only |
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