#ChangeDestiny, Milka Wonderland and Dos Equis: creative ideas of the week

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Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 8th April, 2016: SK-II’s Marriage Market takeover in China, Milka chocolate and more.

SK-II: Marriage Market Takeover

Brand’s associating themselves with a cause and creating a touching video which tells a story (usually with a surprise or twist in the end) is common of late. Apparently there is a lot pressure on an unmarried woman over 25 years of age in China, with a label “Sheng Nu”, or “leftover woman”. In a stunt staged at a ‘marriage market’, SK-II (as part of their Change Destiny campaign) created messages targeted at parents of such women, standing up for single women. I thought it will end with a direct link to the product and how it helped transform the women but thankfully the product plug was absent. In a way the subtle association helps as the cause and the film strike a chord.

Agency: Forsman & Bodenfors

Milka chocolate

Sweet little film to convey the product feature of softness. Loved the tagline ‘tenderness is inside’.

Agency: W+K, Amsterdam

Dos Equis: The Coveted Collection

While the ‘Most Interesting Man’ is headed to Mars, this is a brilliant idea to remind us how remarkable his life was and indeed the campaign idea. The Coveted Collection puts on display some of the items owned by him. The descriptions of some of the items reminds us how good the copywriting was for the campaign across every element of the mix – web, print and of course, TV.

Dos Equis

Victorian Ice Axe

He’s never had a bad day. But if he had, it wouldn’t be because he left his ice axe at home. Reason being, he’s never once used it. He prefers to use his bare hands. He did, however, like to bring the ice axe along for aesthetic purposes.

Waikiki classic wooden surfboard

The perfect wave waits to catch him. And this vintage board, which he carved out of a koa tree, is his favorite. Witnesses on shore have reportedly seen him re-teaching an injured dolphin how to catch a wave, orchestrating a flash mob of hula dancers, and even delivering a baby on deck.

Agency: Havas

Anything else which caught your eye? Do comment in.

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