1. Heineken – Worlds Apart
- Concept : Social experiment featuring strangers
with opposing views engaging in conversation over a beer.
- Impact : Encouraged dialogue in a polarized world.
- Result : Gained viral success and praise for
promoting unity.
2. Nike – Equality
- Concept : Athletes like LeBron James and Serena
Williams advocating for equality and social justice.
- Impact : Aligned Nike with progressive social
causes.
- Result : Strengthened brand loyalty among socially
conscious consumers.
3. Dove – Real Beauty
- Concept : Celebrating women’s natural beauty and
challenging stereotypes.
- Impact : Continued to champion body positivity.
- Result : Dove’s brand image as an advocate for
self-esteem grew.
4. Apple – Welcome Home (HomePod)
- Concept : An artistic ad showing how Apple’s
HomePod transforms home life through music.
- Impact : Created an emotional connection with
audiences.
- Result : Viral success, reinforcing Apple’s
premium, creative brand identity.
5. Audi – Daughter
(Super Bowl Ad)
- Concept : A father reflects on his daughter's
future while advocating for gender pay equality.
- Impact : Addressed the gender pay gap.
- Result : Sparked debates and positioned Audi as a
socially responsible brand.
6. KFC – The Return of Colonel Sanders
- Concept : Multiple celebrities portrayed Colonel
Sanders in a humorous and nostalgic way.
- Impact : Reinvigorated the brand with humor and
tradition.
- Result : Increased brand visibility and social
media engagement.
7. Airbnb – We Accept
- Concept : Highlighting diversity and acceptance
amidst global tensions on immigration and race.
- Impact : Strong stand on inclusivity.
- Result : Reinforced Airbnb’s commitment to
diversity, resonating with its global user base.
8. Spotify – 2016 Wrapped
- Concept : Personalized year-end user data in an
engaging and fun format.
- Impact : Gave users a sense of ownership over
their music experiences.
- Result : Drove high social media engagement and
user retention.
9. Burger King – Google Home of the Whopper
- Concept : A TV ad that triggered Google Home
devices to search for the Whopper on Google.
- Impact : Leveraged technology in a unique way to
surprise viewers.
- Result : Sparked a conversation about privacy and
innovative advertising.
10. Tide – Bradshaw Stain (Super Bowl)
- Concept : A fake live sports broadcast interrupted
by a stain, turned into a Tide ad.
- Impact : Clever misdirection that kept viewers
engaged.
- Result : Huge buzz during the Super Bowl and viral
success.
11. Samsung – Do What You Can’t
- Concept : Promoting the resilience of the Samsung
brand post-Galaxy Note 7 crisis.
- Impact : Rebuilt trust with consumers after
product failures.
- Result : Strong sales recovery and restored brand
confidence.
12. IKEA – The Wonderful Everyday
- Concept : Focused on small, everyday moments at
home that IKEA helps enhance.
- Impact : Reinforced IKEA’s core message of
accessibility and practical design.
- Result : Increased brand loyalty and in-store
visits.
13. Fearless Girl (State Street Global
Advisors)
- Concept : A statue of a fearless girl facing the
Wall Street bull to promote gender diversity in business.
- Impact : Sparked global conversations about female
empowerment.
- Result : Viral success, inspiring similar
initiatives worldwide.
14. Pepsi – Live for Now (Pulled)
- Concept : Attempted to promote social unity by
featuring Kendall Jenner in a protest scenario.
- Impact : Criticized for trivializing serious
social issues.
- Result : The campaign was pulled due to backlash,
becoming a case study in tone-deaf advertising.
15. Netflix – Stranger Things 2 (Super Bowl Ad)
- Concept : Teased the second season of Stranger Things during
the Super Bowl.
- Impact : Played into the excitement of the show’s
massive fanbase.
- Result : Boosted anticipation and helped make Stranger Things one of
Netflix’s most successful shows.
16. Mercedes-Benz – Easy Driver
(Super Bowl Ad)
- Concept : Peter Fonda reviving his Easy Rider
character to promote the new AMG
GT Roadster.
- Impact : Tapped into nostalgia and star power.
- Result : Helped Mercedes appeal to a broader
audience.
17. Google – Year in Search 2017
- Concept : A recap of the most-searched terms of the
year, capturing global trends.
- Impact : Highlighted moments of hope and
resilience amidst difficult times.
- Result : High emotional resonance and massive
online sharing.
18. Old Spice – Smell 'Legendary'
- Concept : The quirky continuation of Old Spice’s
humor-driven ads with Terry Crews and Isaiah Mustafa.
- Impact : Reinforced Old Spice’s irreverent and
memorable brand image.
- Result : Strong engagement and continued
popularity of the brand.
19. Wendy's – Twitter Roasts
- Concept : Wendy’s Twitter account became known for
its witty and savage comebacks to customer tweets.
- Impact : Built a strong and unique brand voice on
social media.
- Result : Gained millions of followers and drove
engagement through humor.
20. Halo Top – Eat the Ice Cream
- Concept : A darkly humorous ad showing a robot
force-feeding ice cream to an elderly woman in a futuristic dystopia.
- Impact : Stood out for its unconventional and
surreal take on advertising.
- Result : Viral success and elevated brand
recognition.
These
campaigns captured the attention of global audiences through creativity, social
relevance, and emotional engagement, making them standout successes in 2017.
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