Hails & Fails – August 2nd 2024
There was no messing about from Team GB this week as they brought home gold medals galore in the first week of the games, and while the rest of us *not so athletic* Brits followed along in the sunny pub gardens (while googling what sport is easiest to learn), some brands were working hard to make a creative impact, taking the media by storm.
Samsung joined in on the Olympic fun with a new kind of medal, British Airways got our attention with a new safety video and TBWA\MCR made a bold statement about homelessness. But it was not a good week for Adidas after their latest campaign caused outrage.
HAILS
A new kind of Olympic medal
According to research, Gen-Z value an athlete’s story more than the actual competition. So, tech giant Samsung created a new kind of Olympic medal – awarded to anyone who has overcome challenges.
The unique medal, named the ‘Openness Medal’, is currently being awarded at the Paris games to nominated athletes, coaches, parents and teachers – all championed via an Openness Medal TikTok challenge and other social media content.
Jess Redfearn – Midweight Creative: “This idea speaks wonderfully to the target audience – Gen Z. I also love the concept itself as success in sport is so much about mental perseverance and inner strength as it is physical capability.”
Bridgerton Airways!
British Airways launched a new safety video this week and somehow made themselves even more British!
The video titled “May We Haveth One’s Attention” well and truly channels the energy of the Netflix favourite Bridgeton with a distinctive British period-drama style; with famous faces from British literature being “interrupted” by BA crew for their all-important safety announcements.
Watched by half a million people and counting, is it the most engaging flight safety video ever?
Corey Kitchener – Corpsumer Director: “A gloriously creative way to celebrate the best of Britain’s books while also capitalising on the world’s Bridgerton’s obsession. A campaign almost (but not quite) as delicious as Viscount Bridgerton himself.”
Stop Homelessness Spiking
Across the UK, spikes are installed on public benches and other flat surfaces to deter rough sleepers. Yes, you unfortunately read that right.
Shocked to discover that this type of design exists (us too), Manchester based agency TBWA/MCR created a series of spiked posters calling to an end of the disturbing practice.
“As if being homeless isn’t painful enough” reads one headline as spikes pierce through the billboard of a homeless person sleeping.
An indisputable hail.
Jasmine Shah – Creative Intern: “With homelessness on the rise and hostile architecture popping up all over the UK, I love that TBWA\MCR decided to create a campaign that makes such a bold statement to both the public and the councils who put these designs in place – here’s hoping we start to see some positive change…”
FAIL
Olympic shoe controversy
Adidas caused outcry this week for making supermodel and Palestine activist Bella Hadid the face of a campaign which was relaunching a shoe from the 1972 Munich Olympics – a games which saw 11 Israeli team members lose their lives to pro-Palestinian terrorists.
Adidas have since pulled the campaign, but boycotts of the brand have continued for the appalling lack of sensitivity.
Adam Moss – News & Creative Director: “A huge fail from Adidas regardless of the timing but this campaign is especially tone-deaf given the context and displays a jaw-dropping lack of sensitivity and planning. I can’t quite believe it ever made it off the ideas board. Further exacerbated by the fact that an Adidas spokesman disastrously claimed ‘Mistakes can’t be helped.”
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