Today’s Monday Morning Mojo is a continuation of the last posting where I shared some of my favorite, award-winning marketing campaigns. The annual Cannes Festival of Creativity held in June was the inspiration for this, and I highlighted several of the most moving and influential campaigns today and from my past.  Part 1 is here if you missed this. I realize watching the collection of 2-minute videos may take a bit more time than your usual visit, however, if you have the time, these cases are instructive in their own way.

“Ideas that Inspire” – Part 1

For today’s MMM, once again please watch for “the new combinations of familiar elements,” the definition of an idea, and what makes them so powerful.

Powerful Idea-Driven Campaigns

I am beginning with an award-winning campaign from this year’s Cannes Festival, and I have included a few more of my favorites from past years. I have used many of these examples in my classes and always enjoy the reactions of the students when watching them. I hope you can see how a very strong idea works like magic for the brands they represent.

Campaign #1 is a Silver Lion winner from this year’s Cannes Festival in the PR Category for Innovative Use of Influencers and Creators, created by Ogilvy Argentina and called “Unseen Faces.” This wonderful idea using a QR code to display the missing faces of children in Argentina placed on the faces of influencer/celebrity children’s blurred faces in the press, resulted in building awareness of the issue among millions of people in Argentina. More importantly, the campaign helped identify more than 40 missing children.  This is a simple idea wonderfully executed with great, life-changing results.  Sharing the award-winning case here.

Campaign #2 was created by Ogilvy’s Thailand office for the Thai Life Insurance company. This is not your typical life insurance brand video. Rather, watch for how well this 2-minute film highlights the simple idea that life insurance is central to what people value most.

There are many other Thai Life films I can recommend created by Ogilvy that are equally moving if you like the one above.  Here is a link to another if you have the time.

Case #3 is a campaign Ogilvy PR was part of for State Street Global Advisors in 2017 to express its support for gender diversity in the corporate world. This simple idea of a placing statue of a “Fearless Girl” in front of the “Charging Bull” on Wall Street was an image seen around the world.

Campaign #4 is a very powerful film by Ogilvy Brasil that was part of the long-running famous and revolutionary Dove soap campaign celebrating “real beauty,” which many experts say is one of the most powerful marketing ideas of this century.  Watch for the combination of the twist in self-perception and what strangers see in the women they observe.

Finally, for Campaign #5, I am sharing one of my all-time favorites, given we are nearing a new National Football League season in the US. This campaign was done for the 50^th Anniversary of the Superbowl, created in 2015, as part of the NFL “Football is Family” campaign. The NFL was working to court more families to watch football together and I was moved by the creativity of this combination.

If any of you have a favorite campaign you would like to share, please let me know. I hope you have time to consume some of these ideas and will be moved like I was. Wishing you a great week ahead and thanks for being part of this community.