Passionfruit Piques - Volume #37

Welcome back to Passionfruit Piques!

So, what's piqued our interest this week?

Pique #1 - Swedish Alzheimer's campaign tugs on the heartstrings:

The Alzheimer's Foundation in Sweden has released a creatively brilliant (yet heartbreaking) OOH campaign in the last few weeks, designed to publicise the awful reality of the disease.

The idea is to make viewers feel just one iota of the frustration that someone who suffers from the disease feels on a daily basis.

They have taken a modern pet-peeve, the buffer wheel, and made it the focal point on portrait photography of a selection of different people, all art directed as family photos.

As a result of this buffer wheel, the photography is blurry and you can't see who the people are: a visual representation of what happens as the disease develops.

This is a really smart and very important campaign. Firstly, from a creative standpoint, they've used a modern recognisable trope in a really innovative and unique way - specialised creative thinking and execution at its finest.

Secondly, using creativity for good is so crucial - there still isn't a cure for this horrible disease and campaigns like this boost awareness of this reality to try to help fund the research we need to finally find one.

Pique #2 - McDonald's revive old Facebook group:

McDonald's have jumped into the archives for their latest campaign to promote their often-forgotten, cult menu item: the Filet O' Fish.

In a really cool move that blurs the lines between online and offline (as well as past and present), they've reinvigorated an old 2012 Facebook group that was set up in homage of the iconic McDonald's sandwich.

They've pushed it out on all social media, encouraging people to join, but also launched a huge OOH campaign that celebrates its existence via vintage-looking billboards (think old-school Microsoft windows, typefaces etc.).

It's a really cool example of leveraging your community to spearhead your campaign - it's not just live social listening that's important, making sure you do it over a considerable period of time so you can see how it ebbs and flows allows you to make maximum impact when you want to.

They're a brand that constantly sets the bar in this type of campaign but it's a really good bit of inspiration for any brand - use social listening specialists to know what consumers are saying about you and use it to your advantage to form genuine connections with them.

Check it out below and here.

Pique #3 - Who said direct mail was dead?

Direct Mail used to be the most prevalent and effective marketing channel out there but, these days, it seems to be somewhat gathering dust (or at least being overlooked due to marketers favouring digital channels).

However, insurance brand Hiscox have just launched a brilliant direct mail campaign designed to entice new customers.

They've sent out what look like red wine-stained letters to homeowners explaining that 'even something as simple as a dropped Bordeaux could end up being far more costly than you'd imagine'.

It's simple, it's eye-catching, it's physically in prospective customers' hands - it's absolutely fantastic.

Using Specialists' creative brains in innovative ways to smash those new customer acquisition targets is what it's all about. Creative marketing driving commercial benefit = 10/10.

Check it out below.

That's it from us, have a brilliant week.

Josh