Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about right now.
5. L.A. Mayor’s Youth Council to End Gun Violence: Louder Than Guns, Omelet
This quietly unsettling campaign debuted on the streets of Los Angeles, informing consumers of a new type of insurance coverage—for mass shootings. Turns out, it was actually a campaign the Mayor’s Youth Council to End Gun Violence, debuting in time for Gun Violence Awareness Day last Friday.
4. Taco Bell: Chasing Gold, Deutsch L.A.
Following Taco Bell’s blockbuster faux trailers starring Josh Duhamel and James Marsden promoting Nacho Fries, the brand and agency Deutsch debuted another cinematic spectacular, this time starring Darren Criss in a “Star Is Born”-style musical saga. The coolest part: It actually introduced a Nacho Fries-themed pop song too, airing on iHeart radio and complete with sheet music so fans can sing and play along.
3. McDonalds: Spotify Frieslist, Leo Burnett Colombia DPZ&T
McDonald’s and agency DPZ&T created this unusual tray liner that featured a Spotify logo and a series of outlines. It asked patrons to line their fries up to match the design to create a mobile code that would take them to a fries-themed playlist.
2. Renault: Pollution Discount Billboard, Publicis Bucharest
Renault wanted to encourage Romanians to start considering its electric vehicles, so with the help of Publicis Bucharest, it created this real-time digital billboard that drops the prices of its e-vehicles every time pollution levels go up.
1. Volkswagen: Drive Something Bigger Than Yourself, Johannes Leonardo
Volkswagen made the risky move of owning up to its emissions scandal, in a new spot that broke during the NBA Finals as well as in remakes of the brand’s iconic “Lemon” and “Think Small” ads. It’s the first work out of its new creative agency Johannes Leonardo. While some can argue that the brand shouldn’t have bothered bringing up a controversy the everyday consumer probably forgot about, it’s an admirable move to wipe the slate clean as it goes forward with a big push on its electric vehicles.
That’s it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.