Joe Blogs | New Decade, New Campaigns

With the new decade in full swing, there has been a rush of new campaigns. We have put together a collection of our favourites.

Fisher-price

Pentagram partner Emily Oberman and her New York team have unveiled a new visual direction for children’s brand Fisher-Price that looks to reposition the brand at the forefront of a contemporary market, whilst retaining core features that immediately provoke nostalgia in their consumers.

A new logo iteration, custom typeface and vibrant sets of graphics altogether convey “fun, action, play, celebration, silliness and joy.” Riffing off Wieden + Kennedy’s brand strategy and its newly created tagline, “Let’s be kids.”

Oberman states “the new messaging focuses on making an emotional connection and recreating the feeling consumers had when they were playing with toys as children, and to feel okay to keep playing with them now and forever – which is as long as Fisher-Price will be around.”

Greenpeace & Aardman

Greenpeace UK has collaborated with Aardman, the animators behind Wallace and Gromit, to get the word out about its petition for a global ocean treaty.

Using a delicate mix of Aardman humour and emotion, Greenpeace wants to hit home that six out of seven sea turtles species are currently threatened with extinction. To protect them from the risk of extinction, it is calling on people to sign a petition that would, in effect, create a global network of ocean sanctuaries to protect the turtles' homes.

In a similar vein to Greenpeace's historic 'Rang-tan' campaign, the NGO is relying on heart-touching animation to draw attention to a reality that isn't common knowledge.

Oatly

Oatly are quickly positioning themselves as the dairy alternative. As seen throughout the brand’s visual identity, they are constantly seeking ways of shaking up a newly burgeoning market that is growing at an exponential rate. Their tone of voice for their latest series of print media highlights this non-conformist standpoint that is commonly associated with the dairy-alternative industry.

 Utilising an ‘anti-ad’ ethos, the brand takes an irreverent spin on how to publicise their product. Some lines like: ‘You actually read this? Total success.’ Seeks to highlight the necessity of marketing against the consumerist tropes of current advertising. ‘Maybe a social media celebrity will take a photo of this poster and you will see it on Instagram and like it way more than you do right now.’ And: ‘We made this ad to look like street art so you would like it better than if it was just an ad.’ Also help add to the tone of voice Oatly are establishing whilst looking to appeal to a more contemporary market.

Pantone

Pantone are consistently reaffirming their leadership position as the colour authority. After their highly anticipated ‘Colour of the year’ unveiling, this new campaign looks at encouraging people to continue to explore their preconceived understanding of colour.

Working with photographers Pakawat Thongcharoen, Pongsakorn Jun and Stefan Mokrzecki, the product is a selection of visuals that are just as colourful as they are explosive.

Through a campaign based in a world of pure fantasy, “Pantone establishes a universal language of colour aimed at guiding everyone in building a world that resembles them.” Between the blue cactus of Mexico and the red pinnacles of the Australian desert, Pantone has managed to establish a whole new, colour-filled universe.

Cheetos

Cheetos and MC Hammer are both returning to make a pop culture splash as the Frito-Lay brand and rapper are teaming up for Cheetos’ return to the Super Bowl after a decade away. 

The brand, which recently launched its biggest product innovation in a decade – Cheetos Popcorn – will highlight the orange and red dust that coats its products, called Cheetle, in a 30-second TV spot during the game. 

‘It’s a Cheetos Thing’ stars hip-hop star MC Hammer, as seen in a teaser on Cheetos’ social channels. The teaser video explores the origins of one of MC Hammer’s most popular songs, U Can’t Touch This (which celebrates its 30th anniversary this year) and asks the question, ‘Was Cheetos and Cheetle the inspiration behind the iconic track?’

Check back soon to read the next installment of Joe Blogs.