From new fashion rental schemes that help you chase your dreams to toothbrushes that smile at you, here are some things that made us say “That’s Interesting” in the studio this week.
So, we see uplifting campaigns that help young men find their way in life, brands fighting to change dysfunctional beliefs around beauty, payment platforms going green, and personal care brands becoming personal care gurus.
Time to suit up.
Dress for success is a familiar concept… But not always an attainable one. Especially for young job seekers. To address this, H&M has launched a campaign targeted at young men seeking employment. One/Second/Suit rents suits to young men for job interviews… For 24 hours and for free! The brand’s aim is to help job-seekers not be limited by their financial backgrounds and to chase their dreams. We all know how difficult the job market can be, so a little extra help, opportunity and confidence are always welcome. There is so much more to brands than influencers, aspirations and ambitions – it is where they demonstrate understanding for real life challenges that the difference is made.
Show them what you’re made of here
Back to real.
Dove continues its journey into inclusivity with its latest campaign, which fights unrealistic beauty standards and highlights the damage to young girls caused by heavily edited selfies on social media. At the heart of this powerful campaign created by Ogilvy is a 60 second video directed by Benito Montori. ‘Reverse Selfie’ shows the process of a young girl doing her makeup, taking photographs and then editing her selfie before uploading it, but in reverse. In so doing, it highlights the full extent of digital distortion and its impact on young girls’ self-esteem. Another great example of a well-established brand using its influence and reach to address dysfunctional and problematic issues in today’s society.
Better selfies here
Payment for planet.
Buy-now-pay-later service Klarna adds a little green to its character to celebrate Earth Day. Beyond being a trusty shopping buddy, it now aims to give users insights on the carbon footprint of their purchases, in an effort to raise awareness and to nudge consumers towards more sustainable habits and eco-conscious buying. Carbon labelling is becoming a key trend across categories, almost like nutritional information.
Shop consciously here
Mmmsmile!
Adding the fun in a category that is generally more functional is Colgate’s new electric toothbrush – Hum –which smiles back at you through its playful, approachable and ergonomic design. The packaging, a telescoping cylinder, is unfussy and is linked back to the master brand in a clever, discrete way which is reassuring about the quality of the product. And let’s not forget the most important feature: to add to the experience, Hum is linked to an app that keeps you up to date with your oral care routine! How can brands continue to deliver newness, excitement and uniqueness, while still retaining a strong link with their expertise, knowledge and heritage?
Say cheese here