Vida M Cornelious, senior vp creative and strategy, T Brand/New York Times Advertising
This, of course, was a studio mega-hit at the box office, but it was also a well-orchestrated bacchanalia of integrated marketing. The only way you missed this campaign is if you were not only “living under” the proverbial rock, but you were the actual rock. As polarizing a figure as Barbie may historically be, launching her back into modern culture with the assistance of modern marketing sparked a conversation of empowerment and self-actualization for women (and men) across ages, gender norms, race and economics. A win for everyone.
(Editor’s Note: Barbie’s marketing and partnerships were done in-house and by multiple agencies. The Barbie Airbnb Dreamhouse pictured above was done by Verb)
Digital Public Library of America: “Banned Book Club” by FCB Chicago
Gian Carlo Lanfranco, CCO, L&C
Giving access to books that have been censored in a simple and brilliant way, using data as the main tool to give people access.
Heineken: “Pub Museums” by Publicis Dublin
Samira Ansari, CCO, Ogilvy
I love this idea because as I look back at my life—as a student, as a creative, as a friend—so many key life moments happened in a pub. Hundreds of ideas were formed, friendships made and stories written, over a beer or two. Such an insightful idea to preserve the understated pub.
Sphere: “Exosphere” by Sphere Entertainment
Frances Webster, CEO, Walrus
It’s the coolest entertainment venue of all-time. Immersive, beautiful and a never-been-done-before concept that positions Las Vegas as a must-visit market to see U2, Dead & Company, Phish, etc. Marketers will follow.
DoorDash: “Dash All the Ads” by Wieden+Kennedy
Scott Bell, CCO, Droga5 NY
DoorDash’s “All the Ads” is a shining example of modern advertising that seamlessly blends humor, strategy and consumer engagement. The idea of delivering every product advertised during the Super Bowl broadcast to one lucky winner is both audacious and perfectly aligned with DoorDash’s brand message of delivering “anything, anytime.”