RCKSTR

Metaforen Database

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McDonald’s shows the way in its new directional campaign featuring its iconic French fries.

In advertising, showing a brand’s direction is usually summed up to its logo and a arrow. McDonald’s France decide to stand out with a directional campaign inspired by an emblematic artistic movement of the 21st Century: minimalism.

Pictured on a color patch, French fries shows the way. According to the direction, eight colors are proposed to make 64 different combinations.

Thanks to this new campaign, you’ll never take the wrong way anymore.

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Gillette turned to public relations for a creative solution to help make a national retail promotion in Brazil, leading up to the 2018 World Cup, a runaway success. The promotion revolved around a pair of limited-edition “lucky” boxer shorts honoring Brazil’s football superstar, Neymar Jr., which fans could receive in store with a Gillette razor purchase. Product had already shipped to stores nationwide when Neymar got injured and couldn't premiere them in a friendly with Germany as planned. Now Neymar's "good luck" boxers weren't going to be perceived as so "lucky" anymore. PR needed to rescue the promotion and create an entirely new narrative around the boxers to turn them into a cult item that every Brazilian football fan wanted. The campaign reached over 10 million, garnered 300 million viewing minutes, 375 million media impressions, and 3 million+ social engagements. Gillette had its strongest sales quarter in Brazil of 2018. 

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Introducing Beef and our Beef Lovin’ campaign - the perfect marriage of character, tone of voice, and a killer idea to generate award-worthy results.

Peperami’s Beef Animal set out to help those unlucky-in-love around Valentine’s Day, by offering his own beefed up brand of romantic advice.

Beef’s top love tips spread across social media. We created a Spotify playlist to get users’ meaty mojo going, shot a music video, gave Beef his very own Tinder profile and built a Love Grotto at London’s Westfield Stratford shopping centre. We even distributed Beefy Bouquets (floral arrangements stuffed with sticks of Peperami) to shoppers, press and social influencers.

As a result, Peperami’s new Beef Animal introduced his inimitable character to over 25 million people either side of Valentine’s Day. The online Peperami community gained over 10,000 new followers, and the Peperami beef variant saw rapid growth, 9% ahead of the market.

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Jaguar Land Rover briefed W to produce a trade campaign to ‘celebrate’ International Women in Engineering Day, however rather than a celebration, we wanted to focus on the small pool of talent. The UK has the lowest number of female engineering professionals in Europe and just 15% of engineering graduates are women. However, the issue of gender bias in STEM studies and careers starts at primary and secondary school age where engineering is still seen by many as a ‘job for boys’.

We decided to inspire female engineers of the future by visiting a primary school. Four young children were shown a Range Rover Sport SVR and given a simple task: draw the person who you think helped to engineer the car. The results were captured on a charming film which was released on INWED, ensuring JLR dominated the conversatiion with TV coverage on BBC Breakfast, Sky News and Bloomberg.

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Hijacking the buzz around the infamous Fyre Festival, Shutterstock recreated the original promo video, swimming pigs and all, in 24 hours with just over $2,000 in stock footage. Aimed at changing the perception of stock and engaging with the design and creative communities, Fyrestock went viral and saw over 2 million views in the first week.

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We opened the doors to The Linked Inn – a pop up pub from LinkedIn where Londoners could get a job with their afterwork drink.

Designed to show that the job seeking process needn’t be arduous, and you can engage your LinkedIn community in much the same way you build connections in the real world, The Linked Inn enabled professionals discuss live job opportunities at seven of the UK’s top companies – while getting advice and support from LinkedIn experts.

Journalists praised the initiative and it captured the attention of lifestyle influencers who encouraged attendance and contributed to its 1.75m social impressions.

Post-event research revealed that 43% of people who saw the campaign would be more likely to use LinkedIn if they were looking for a job and 48% of people believed LinkedIn to be ‘a place for people like me’.

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Did a Vegan Sausage Roll begin to heal a divided nation? 20,000 signed a petition calling for a vegan version of Greggs’ most iconic product. So Greggs made the impossible; the Vegan Sausage Roll. ‘The Next Generation of Sausage Roll’ campaign broke records, delivered commercially, and elevated the launch to a national debate about the evolution of a British icon.

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Food waste is a global problem but initiatives about sustainability can be preachy and boring, making them less effective. Coop, Sweden's second largest grocery chain, needed to raise awareness about food waste in an engaging way,

We realised that if people stopped relying on best-before dates, food waste would decrease significantly. What if we could find a way to remind people to smell and taste the food before throwing it away? We created Old Milk, a perfume that smells just like milk gone bad. The perfume works as an unexpected way to remind people to use their sense of smell to determine when a product is ready for the trash. By spreading Old Milk through social media, online, print and outdoor, Coop made sure their important message couldn’t be missed.

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Blackout Track is the world’s first running track for training the mind.

A never-done-before, creative brand experience: a pitch-black indoor running track with no music, audio vacuum, no tech, no scenery, no starting-line and no finish line...

We invited journalists, talent and influencers to test the track and utilised credible third parties, social channels and earned media to influence conversation within the running community - encouraging perception of ASICS as the brand which targets every muscle of a runner’s body, including the mind...Then we created a Blackout Edition of the Runkeeper App, so everyone could try.

Blackout Track became Asics' most successful shoe launch of all time.

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To get a Christmas-shopping obsessed nation to consider the plight of child heart patients who miss the festive magic, Golin connected the Christmas lights of London’s famous shopping district, Seven Dials, to the heart monitor of a 2-year old heart patient using specially designed technology.

The pulsing of the Christmas lights was controlled by his heartbeat from over 100 miles away in the last shopping week before Christmas day, creating an emotive tale, which spread around the globe – generating coverage in 31 countries, increasing web traffic to child heart charity, Tiny Tickers, by 365% and doubling their donations YOY.

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Zara zet eigen begrafenis in scène voor campagne: "Mijn ouders en mijn lief komen niet. Te emotioneel, vrezen ze"

Levend in een doodskist liggen en horen hoe je eigen begrafenis plaatsvindt. Het lijkt een nachtmerrie, maar zaterdag overkomt het Zara Couton (20) ook echt. De nepuitvaart kadert in een campagne van Drive Up Safety en moet ons confronteren met de mogelijke gevolgen van onvoorzichtig gedrag in het verkeer. "Mensen denken: mij overkomt het niet. Maar iedereen moet weten dat dit de realiteit kan zijn."

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Terre des Hommes baart opzien met ‘aanbieding’ kinderseksreizen

Kinderrechtenorganisatie Terre des Hommes baart opzien met een zeer opvallende advertentie voor kinderseksreizen. De advertentie van het fictieve bedrijf Lekker Man Tours biedt vanaf 700 euro een reis naar Cambodja aan, inclusief ‘Angkor Wat Tour met kind‘. De advertentie lijkt op een echte aanbieding voor een kinderseksreis, omdat er nergens wordt verwezen naar Terre des Hommes zelf.

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In nieuwe winkel op Utrecht CS kun je condooms passen

Steeds minder mensen gebruiken een condoom als ze vrijen, terwijl het de beste manier is om je tegen een seksueel overdraagbare aandoening (soa) te beschermen. Volgens Soa Aids Nederland is dat geen goede ontwikkeling.

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In je eentje dineren en zwijgende kelners: Japanse keten slaat aan in New York

Wie graag in zijn eentje op restaurant gaat, kan bij de Japanse restaurantketen Ichiran terecht. De obers nemen de bestellingen op in absolute stilte en lossen eveneens geen woord wanneer ze de noedels serveren en afruimen. De keten heeft in New York net een tweede vestiging geopend.

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Brits koppel koopt hotel tijdens dronken avondje huwelijksreis

Een Brits koppel dat op huwelijksreis een avondje flink was doorgezakt in een romantisch hotelletje aan het strand in Sri Lanka, werd de volgende ochtend met een grote financiële kater wakker. De Britten bleken het hotel waar ze verbleven te hebben gekocht.

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