Allstate, Williams highlight financial plight of domestic abuse victims | MullenLowe creates Snapchat Specs goggles for Royal Caribbean | Forsman & Bodenfors, P&G brand young Asian women with a "sell-by" date
June 23, 2017
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Allstate tapped Serena Williams to raise awareness of its Purple Purse initiative, which seeks to help the victims of domestic abuse through empowering them to become financially independent. A spot from Leo Burnett Chicago and MSLGroup Chicago provides insights into domestic violence through a woman's purse discarded in a Lyft, and the campaign will be promoted by Williams on her Instagram, Twitter and Facebook accounts.
Royal Caribbean, with MullenLowe, has unveiled a scuba mask that incorporates Snapchat Spectacles called "SeaSeekers" as part of its new #SeekDeeper campaign. The mask allows users to live-stream from depths up to 150 feet and is part of the company's strategy to reach out to a younger demographic by showcasing the more adventurous opportunities its cruises provide.
Forsman & Bodenfors has created a campaign for Procter & Gamble's SK-II that spotlights the pressure of Asian women to marry before their 30th birthday. A spot features young women in Japan, South Korea and China growing up with an expiration date branded on their skin, with a voiceover asking, "Are we worth less after we turn 30?"
Cannes juries were tasked with putting empathy at the center of their decision-making this year, and DigitasLBi's Jill Kelly writes about some of the most empathetic creative from the festival. JetBlue empathized with both parents and those disrupted by giving all those traveling on a flight with a crying baby 25% off a future flight, and Hygiene's "Long-Lasting Uniform" brought financial relief to underprivileged schoolchildren in Thailand.
Why has the word "advertising" become a negative buzzword for creative while "branded content" has become revered as the answer to all of the industry's challenges, asks FCB Global's Susan Credle. "Let's take back advertising and define it for what it really is -- one of the best economic-drivers, problem-solvers, dream-makers in the world," she writes.
WPP has invested $6.5 million in millennial news outlet Mic, which reports attracting 65 million monthly unique users. Mic helps brands such as Netflix, Alphabet, Goldman Sachs, Microsoft and Discover build engagement with millennial consumers.
Just 112 mainstream mobile and desktop sites carried vertical video ads in the first quarter, with 40% of vertical video spots coming from TV and movies, 9% from clothing brands and 7% from retail, MediaRadar reports. Seventy percent of vertical video ads are 15 seconds long, which "is interesting since Snapchat, a vertical video leader, has a current max of 10 seconds," MediaRadar's Todd Krizelman said.
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