March 1, 2018 in Creative Roundup
Studio Stew is a round-up of all things creative. A mixing pot of recent magic from the worlds of design and marketing to digital and PPC. #StudioStew
The Diageo-owned brand Johnnie Walker is to temporarily replace its logo with a female version of its top hat adorning mascot. The move, designed to broaden the whisky’s appeal amongst women and show support for empowerment causes, coincides with Women’s History Month and International Women’s Day.
The brand has announced that it will donate $1 of every $34 bottle sold to organisations such as She Should Run, Monumental Women and other causes which champion women.
250,000 bottles of Jane Walker will be rolled out in the US.
File sharing company Loop.gl has launched a poster competition which allows artists and designers to submit artwork which will be displayed as part of an urban art exhibition.
Creatives can submit their work to the London Loop online from March 1. A public vote will choose the best work, which will appear on 72 poster sites across London. These sites, which include areas such as Shoreditch and Soho, will be seen by up to 300 million people, according to Loop.gl.
There’s also prize money up for grabs, with the overall winner receiving £10,000 and category winners receiving £1,000.
You can enter here
Menna Fitzpatrick, an 18-year-old visually impaired Para alpine skier, defies the odds whenever she hits the slopes by skiing competitively at over 60mph with only 3% vision.
Working with Saatchi & Saatchi, Dentsu and Archer’s Mark, Toyota has launched its recent campaign: ‘Start Your Impossible’. Through the Instagram account @SeeLikeMenna, a series of images and videos use a 3% vision filter to give viewers a sense of what life is like for Fitzpatrick as she speeds down the snowy mountains.
This social media component is part of a wider ‘Start Your Impossible’ campaign from Toyota which has also included ads during the Super Bowl and Winter Games, a 360 immersive video experience and a 60-second film introducing Fitzpatrick.
Food delivery brand Deliveroo has embarked on a new global campaign encouraging people to “Eat More Amazing”.
In an attempt to showcase the breadth of food available on the service, the campaign features the typical takeaway foods alongside more unconventional offerings such as poke – a type of Hawaiian salad.
Designed in-house, the creative adopts the brand’s signature teal colour and relies heavily on the imagery. The campaign will roll out across OOH, radio, mobile, social, experiential, direct mail and partner marketing over the next 6 months in a bid to encourage people to “eat more amazing at every food occasion”.
Aldi has had its wrists slapped by the Advertising Standards Authority over the behaviour of its Christmas ad character, Kevin the Carrot.
A TV ad featuring Kevin was deemed to break ASA rules around advertising alcohol. Throughout the advert, various bottles of spirits are shown and Kevin is frightened by another character dressed up like a ghost. This prompted one (yes, one!) viewer to make a complaint based on the advert being “irresponsible” due to its appeal to under 18s.
In response to the ASA investigation, Aldi argued that the ad in question was scheduled in accordance with the BCAP code and was not aired around programmes likely to appeal to under 18s.
The ASA disagreed, stating: “We considered that Kevin the Carrot appeared to be childlike and had a high-pitched voice, similar to that of a young child. Furthermore, we understood Kevin was sold as a soft toy during the Christmas period and was popular amongst under 18-year-olds, particularly young children.”
The ruling states that this version of the advert must not appear again in its current form and Aldi has been warned that its future ads for alcohol must not be likely to appeal to those under 18 years of age.