A beautiful aspect of the creative process is that inspiration tends to spring from the most unexpected places. While 2020 has presented the world with many challenges to overcome, it has given advertisers a unique opportunity to combine creativity with social responsibility on an incredibly large scale. As the world continues to adjust to the circumstances brought on by Covid-19, it is fascinating to see how influential brands are integrating new phrasing and concepts into their reimagined marketing efforts.
Check out how these brands are using their distinct voices to serve as forces for good at a time when everyone is promoting the same “product”: mitigation of the spread of Covid-19.
YouTube’s #WithMe Campaign
YouTube is catering to its 1.9 billion users with a campaign that simultaneously encourages people to stay home to curb the spread of the virus, and promotes the use of YouTube as a way to spend time indoors. The world’s second-most popular social media platform launched a series of video playlists covering a wide array of topics to help people occupy their time spent at home, all with titles ending in the words “With Me.”Jam With Me, Cook With Me, Meditate With Me and Work Out With Me are just a few of the ways YouTube suggests viewers can stay entertained and connected from home.
Relevant Logo Redesigns
The Coca Cola Company displayed a version of their logo with the letters spaced out on their billboard in Times Square. Below the logo read the words, “Staying apart is the best way to stay united.”
In a similar manner, a creative director from Slovenia named Jure Tovrljan quickly recognized an opportunity to have some fun with his logo design skills. He created a series of famous logo spoofs including the Starbucks logo wearing a mask, and the Mastercard and Olympics logos featuring separated circles, instead of their usual interlocked versions.
“Since everything is digital now, it has been interesting to see how advertising and digital marketing has changed and adapted to their target audiences,” said outgoing PRISM Chief Strategy Officer Andrew Luo. “After reading an AdAge article, it brought me positive vibes that companies are altering their logos to adapt and stay ahead of the current trend. One of my favorite ones is Mastercard's logo, where they separated their red and yellow circle to enforce ‘social distancing.’”
Source: https://adage.com/creativity/work/jure-tovrljan-coronavirus-logos/2245061
The Washington Post’s Coronavirus Handshake
The Washington Post took their message to TikTok, reminding people to stop shaking hands by putting their own fun spin on the classic handshake from the movie The Parent Trap. TikTok has skyrocketed in popularity since it’s launch in 2016 and attracts more than 800 million monthly users, 30 million of which are in the U.S. The app’s popularity among teens and young adults makes it a great place to connect with a demographic that many people fear may not be taking the pandemic as seriously as they should be.
TikTok has also introduced a banner along the bottom of many videos that directs viewers to a page with Coronavirus related information. Several officially verified accounts, including those run by the World Health Organization and the International Federation of Red Cross and Red Crescent Societies, have been sharing videos to help keep the public informed on news and best practices regarding Covid-19.
Free Food for frontline workers
On April 22, McDonald’s began serving free “Thank You Meals” to healthcare workers and first responders. The campaign, which ran until May 5 proved to be successful for the fast food company.
In honor of National Nurses Day on May 6, Dunkin’ unrolled a similar plan to give a free medium coffee and donut to healthcare workers.
Source: https://www.wric.com/news/u-s-world/mcdonalds-serving-up-free-thank-you-meals-to-healthcare-workers-and-first-responders/
Mercedes-benz Concours de Zoom
With the cancellation of the 2020 Pebble Beach Concours d’Elegance, one of the most highly anticipated car shows in the collecting world, Mercedes-Benz decided instead to host a virtual version of the event via Zoom. The virtual show, known as “Concours de Zoom,” feautured several famous car collectors, including Jay Leno and Martha Stewart, and concluded with a donation to the American Red Cross.
In this difficult time, we have been inspired by all the creative initiatives brands have designed to join forces in the fight against the pandemic while continuing to promote their brands in relevant and responsible ways.