TOP5
TOP
5
Best marketing campaigns globally
The best ads and advertising campaigns of the week worldwide.

The week's Top5 marketing campaigns

1

SiriusXM - A Life In Sound

Stunning work from Uncommon for SiriusXM that emotes a life through music.

TitleA Life In Sound
Agency
Campaign A Life In Sound
Advertiser SIRIUSXM
Brand SiriusXM
Date of First Broadcast/Publication 2024 / 3
Business Sector TV/Radio Programs & Stations
Media Type Television
Length
Production Company
Director
Founder
Founder
Director of Photography (DOP)
2

Visit California - The Ultimate Playground

New campaign from Visit California's AOR, The Shipyard, beautifully highlighting all that California has to offer.

TitleThe Ultimate Playground
Agency
Campaign Let’s Play
Advertiser Visit California
Brand Visit California
PostedMarch 2024
Business Sector Transport, Travel and Tourism
Media Type Television
Length
Chief Creative Officer
Executive Creative Director
Creative Director
Executive Producer
Assistant Producer
EVP
Group Account Director
Account Supervisor
Planning Director
Production Company
Director
Production Company Producer
Production Designer
Photography / Illustration
Editing Company
Editor
Music Producer
Post Production
CG
Art Director
ACD
Copywriter
Account Director
Producer
Music Director
Producer
Audio
3

Campbell Company of Canada - Campbell’s pAIntings

Campbell's builds on Andy Warhol's famous soup cans art to see what today's AI can do with the brand's iconic packaging - with some pretty astonishing results. Creative through Zulu Alpha Kilo in Toronto.

TitleCampbell’s pAIntings
Agency
Campaign Campbell’s pAIntings
Advertiser Campbell's
Brand Campbell Company of Canada
Date of First Broadcast/Publication 2024 / 3
Business Sector Food
Story Campbell Company of Canada is putting the AI in pAIntings with its latest marketing campaign aimed to help modernize its iconic red and white condensed soup can. The soup brand is leveraging generative artificial intelligence (AI) to reimagine artwork of its iconic can through various artistic styles, which will debut on social. For decades, Campbell’s has been a leading food brand and an art inspiration. The soup brand has brought to life engaging visualizations of how its famous red and white can could have been painted in a range of styles from the past, intended to reconnect Campbell’s with creativity. As part of their “Campbell’s pAIntings” campaign, the brand’s Instagram page @campbellcanada, will be transformed into a virtual gallery featuring over a dozen reimagined artistic AI outputs, to surprise and delight consumers and art lovers alike. The artwork will also pop up on transit shelters.
Media Type Television
Length
Agency
Creative Chairman
Chief Creative Officer
Chief Creative Officer
Associate Creative Director
Art Director
Associate Creative Director
Copywriter
Account Manager
Executive Director
Technology
Strategy Team
Agency Producer
Agency Producer
Media Agency
Media Team
Media Team
Media Team
Post
Production Company
Post
Post
Online Producer
Sound Design Company
Studio
Production Artist
Executive Strategy Director
Public Relations
PR
PR
PR
Editor
Mix Engineer
Studio Manager
Studio Manager
4

Decathlon - Ready to Play?

The UK's AMV BBDO partners with Wolff Olins on a 360 integrated rebrand for sports brand Decathlon, reframing the company's position as 'Ready to Play'.

TitleReady to Play?
Agency
Campaign Ready to Play?
Advertiser Decathlon
Brand Decathlon
Date of First Broadcast/Publication 2024 / 3
Business Sector Leisure & Sport Equipment
Philosophy Decathlon, the third biggest sports company in the world, today relaunches its brand to reflect its transformation from French retailer to global sports brand, in partnership with global brand consultancy Wolff Olins. Following a collaboration over two years, the rebrand spans across strategy, design, internal culture and brand experience, and encompasses every Decathlon touchpoint: revitalising the visual identity, the product portfolio and the omnichannel experience. Since its creation in 1976, Decathlon has catered to pros and beginners alike - the company designs for all sports, all people and all levels. But despite the scale of the business, its brand voice wasn’t carrying it well enough into the hearts of customers or future audiences. With the appointment of Barbara Martin Coppola as Global Chief Executive Officer of Decathlon in 2022, Wolff Olins was briefed as trusted brand transformation partner to support the new business strategy of shifting Decathlon from a French retailer to a future-fit global sports brand. Move people through the wonders of sport With the Sports category changing rapidly in line with consumer trends, the question at the centre of the strategic approach was: what role does sport play in our lives? Insights showed that people's love for sport is not tied into the winning, but in the enjoyment and wellness it brings. This led to the development of a new purpose for the organisation: ‘to move people through the wonders of sport’, with the entire brand strategy anchored around the idea of wonder. Wonder as the promise of amplifying all the emotions of sport; enjoyment, connection, adventure. Celebrating movement, participation and progress. An invitation for people to play their way, on their terms. The new Decathlon brand platform is rooted in its new positioning ‘make sport yours’; enabling everyone to embrace sport on their own terms and live happier, healthier lives. Breaking away from the category’s traditional focus on perfection and injecting a sense of play and enjoyment back into sport. Design for Wonder The Wolff Olins team streamlined a portfolio of 85 brands into one unified brand: Decathlon. This supported the design of a desirable, expressive visual identity that positions Decathlon as a maker, not just a retailer. This included revitalising the iconic blue, celebrating the iconic, heritage wordmark and introducing the new brand icon: L’Orbit. L’Orbit is an expression of the brand’s purpose; conveying movement and circularity, with a strong angle inspired by the iconic wordmark and a peak representing its connection to outdoor sporting activities. It will now feature prominently on all products, from play to pro, signalling a new narrative for sport. The wider identity system is designed to work effortlessly across all channels. A new voice, art direction, motion, iconography is brought together with a bespoke typeface: Decathlon Sans. Inspired by the iconic Avant Garde wordmark of the 1970s, Decathlon Sans is both expressive and technical in its details and design, making it impactful wherever it is met. A motion system brings the Orbit to life, working across animated type, imagery, layouts and cinematography with a signature orbital movement. The approach to art direction aims to redefine sport, with a focus on emotion and authenticity as well as showcasing a spectrum of narratives that embrace the diversity of ages, abilities and sports that makes Decathlon unique. Ready to Play? To launch the new Decathlon brand to the world, Wolff Olins’ sister creative agency AMV BBDO has developed a campaign centred on the concept of play. At the heart of the creative work lies a profound human insight: regardless of age, skill or sport, the joy of play lives in every single one of us. Decathlon invites everyone, everywhere to rediscover the joy of play. In a world where stress and perfectionism hold so many people back from enjoying sport, Decathlon simply asks, "Ready to Play?". This bold question serves as an invitation and rallying cry to experience the sheer delight of movement and spontaneity, fostering a deeper connection between individuals and the world of sports. The integrated campaign will launch with a hero 60-second film directed by Hector Dockrill, through Magna Studios. The film mixes original footage and found footage and celebrates sport, not as we’re used to seeing it, but as it truly occurs with real people around the world. From children to older people, from beginners to professionals, everyone in this film is united by the spirit of play. The out of home campaign, featuring stills shot by Tom Sloan, also captures the joy of real people at play across a range of sports. Versions of the film will also run in 30, 15, and 6 second formats, across TV, digital and social media. A full 360-campaign, it will first air during Decathlon’s official launch event in Paris and across its global markets on 12th March, and broadcast across 70 markets throughout the month.
Media Type Television
Length
Post Production
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Creative Director
Creative Director
Creative Director, Copywriter
Creative Director/ art director
Creative Director/ art director
Social Creative
Planning Team
Planning Team
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Agency Producer
Agency Producer
Agency Assistant Producer
Designer
Designer
Production Company
Director
Producer
Audio Post Production
Production Company
Director
Producer
Photographer
Photographer's Agent
Retouching
5

Molson Coors - See My Name

Aligning with IWD, Molson Coors, celebrates women's hockey players by making their names visible on game-day team shirts.

TitleSee My Name
Agency
Campaign See My Name
Advertiser Molson Breweries
Brand Molson Coors
Date of First Broadcast/Publication 2024 / 3
Business Sector Beers, Ciders, Lagers
Media Type Web Film
Length
Marketing Director
Creative Director
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