‘Tooheys Welcomes Trav’ Blends NFL & NRL As Travis Kelce Supports Taylor Swift In Sydney

Aussie beer brand Toohey’s leveraged spiking NFL season-long interest in the relationship between Kansas City Chiefs’ player Travis Kelce and musical megastar Taylor Swift through a tactical, tongue-in-cheek outdoor ad welcoming the Super Bowl champion to Sydney as he touched down in Australia to support his girlfriend Swift’s Sydney’s ‘Eras’ tour shows. The brand’s marketers… Continue reading ‘Tooheys Welcomes Trav’ Blends NFL & NRL As Travis Kelce Supports Taylor Swift In Sydney

Heinz Beanz ‘England’s Secret Weapon Is Unbeanlievable’ Led By Lioness Ambassador Bethany England

A July UK outdoor campaign from Heinz leveraged the FIFA 2023 Women’s World Cup by positioning brand ambassador and Lioness striker Bethany England as ‘England’s Secret Weapon’ and claims that she is ‘Unbeanlievable’.   The OOH work, conceived and developed by creative agency Wunderman Thompson Spain, positions Heinz Beanz as being the England women’s team… Continue reading Heinz Beanz ‘England’s Secret Weapon Is Unbeanlievable’ Led By Lioness Ambassador Bethany England

The North Face Uses AI To Turn Recent ‘100 Reasons’ Campaign Into ‘10,000 Reasons’

July saw The North Face and agency FRED & FARID Shanghai continue to leverage the post-Covid opening up in China with a campaign titled ‘TNF10000 Reasons To Get Back To Trail’ which used AI (ChatGPT and Midjourney) to rework its earlier ‘100 Reasons’ initiative aimed at reigniting the national spirit of outdoor exploration.   Following… Continue reading The North Face Uses AI To Turn Recent ‘100 Reasons’ Campaign Into ‘10,000 Reasons’

Big Brothers & Big Sisters Activative NFL Tie-Up To Recruit Mentors Via #TheBigDraft

As part of its #InspireChange social justice programme, the NFL continued to activate and support its non-profit partnership with Big Brothers & Big Sisters Of America (BBBSA) around the 2023 Draft through an integrated initiative titled #TheBigDraft which seeks to recruit new mentors across the country for its programmes.   Youth mentoring non-profit Big Brothers… Continue reading Big Brothers & Big Sisters Activative NFL Tie-Up To Recruit Mentors Via #TheBigDraft

Boston Pizza Canada Temporarily Becomes ‘Auston Pizza’ To Troll Rival Boston Bruins Following Maple Leafs Win

Restaurant chain Boston Pizza – which oddly has no connection to its namesake city, but is a Canadian company – leveraged the NHL Playoffs through a Toronto Maple Leafs supporting campaign called ‘BP Fanalytics’ which purports to adopt advanced sports analytics techniques to create the ultimate Playoffs viewing experience and an evolving Playoffs menu  … Continue reading Boston Pizza Canada Temporarily Becomes ‘Auston Pizza’ To Troll Rival Boston Bruins Following Maple Leafs Win

The North Face Launch Integrated Campaign To Relaunch TNF100 Ultra Trail Race (After 3-Year Hiatus)

The North Face and agency FRED & FARID Shanghai collaborated to relaunch the ‘TNF100’ – the brand’s 100km ultra trail race in China – after a three-year absence with an integrated campaign reinventing the event and answering the question ‘Why should we keep running?’   The event, one of the toughest and most scenic races… Continue reading The North Face Launch Integrated Campaign To Relaunch TNF100 Ultra Trail Race (After 3-Year Hiatus)

Sky Sports Promotes New F1 Season With Neon Vegas Rollercoaster ‘Enjoy The Ride’

As cars are unveiled and engines begin to rev for the start of the Formula 1 (F1) season in March, Sky Sports teamed up with in-house agency Sky Creative to develop a promotional campaign spearheaded by an exhilarating spot featuring a fantasy racing rollercoaster called ‘Enjoy The Ride’.   Leveraging the 2023 season’s inaugural Las… Continue reading Sky Sports Promotes New F1 Season With Neon Vegas Rollercoaster ‘Enjoy The Ride’

Australia’s Bega Cream Cheese Ambushes Super Bowl To Challenge Philadelphia (Cream Cheese)

Bega Cream Cheese, which only launched across Australia in January 2023, ambushed the NFL’s Big Game and competitor Kraft Food’s cream cheese behemoth Philadelphia with an opportunistic outdoor and social reason-to-believe campaign linking the Philadelphia Eagles to the Bega brand.   Developed with creative agency Thinkerbell, the Aussie OOH ambush played on the fact that… Continue reading Australia’s Bega Cream Cheese Ambushes Super Bowl To Challenge Philadelphia (Cream Cheese)

VIVO Activates Qatar 2022 Smartphone Sponsorship Via Multi-Stage ‘Give It A Shot’ Initiative

Vivo activated its six-year FIFA sponsorship through a multi-stage, multi-platform campaign called ‘Give It A Shot’ which celebrated the tournament, boosted global brand awareness and promoted its new X Fold+ foldable device and X80 Pro.   As well as supplying smartphones to the 2022 FIFA Men’s World Cup staff, #vivogiveitashot sought to connect passionate football… Continue reading VIVO Activates Qatar 2022 Smartphone Sponsorship Via Multi-Stage ‘Give It A Shot’ Initiative

Women’s Aid ‘He’s Coming Home’ Raises Awareness Of Unacceptable Link Between Football & Domestic Abuse

Built on the tragic and unacceptable fact that while football does not in itself cause domestic abuse, existing abuse typically intensifies during major tournaments, Women’s Aid leveraged Qatar 2022 and the International Day for the Elimination of Violence Against Women to raise awareness with a chilling film called ‘He’s Coming Home’.   The UK charity,… Continue reading Women’s Aid ‘He’s Coming Home’ Raises Awareness Of Unacceptable Link Between Football & Domestic Abuse

Skin Protection Brand LifeJacket & Melanoma UK Team-Up For Nike Rooney Ad Inspired ‘Fan Paint’ Initiative

Skin protection brand LifeJacket and charity Melanoma UK leveraged spiking soccer interest around Qatar 2022 by partnering on a campaign called ‘Fan Paint’ to drive awareness of skyrocketing skin cancer rates in men.   ‘Fan Paint’ – which is supported by ambassador, skin cancer survivor and former England and Arsenal FC footballer Paul Merson –… Continue reading Skin Protection Brand LifeJacket & Melanoma UK Team-Up For Nike Rooney Ad Inspired ‘Fan Paint’ Initiative

Cris-Sal’s Superstitious ‘Unlucky Sponsor’ Salt Campaign Cheers For Ecuador’s World Cup Qualifying Rivals

In Ecuador (as is the case across Latin America), salt has bad luck connotations, so when Cris-Sal was prevented from sponsoring the national football team because of the traditional superstitions around its product, the brand turned to cheering for the country’s rivals to send the bad luck the way of the team’s opponents during FIFA… Continue reading Cris-Sal’s Superstitious ‘Unlucky Sponsor’ Salt Campaign Cheers For Ecuador’s World Cup Qualifying Rivals