This week, three brands brought the heat and even made me pause my, almost constant, scrolling.
From Loewe jumping on a viral Tiktok trend with the original creators, to a billboard that literally burns in real time, these three campaigns proved speed, smarts, and a little bit of shade still win on the scroll.
Loewe’s reactive moment
Loewe jumped on the ‘My boyfriend wants to show you something’ trend with record speed.
Getting their runners in the hands of creators ‘Yearning Yardies’ for a version of their viral video, was chef’s kiss!
The comments on Loewe’s TikTok post say it all.
Pause-worthy score: 9/10
Originality: It’s pretty much a direct replica of the original, but replacing plants with shoes from the brand, so not an original take on the trend.
Execution: Fab! They kept it recognisable as the original from Yearning Yardies went viral (and people are still jumping on it now). What makes it so effective is the speed at which they managed to reactively execute this branded version, maintaining the humour.
Verdict: Loewe are masters at reactive content on social media. I envy the processes (and budget) they must have.
The British Skin Foundation launch burning billboards
@bsfcharity Introducing the Burnable Billboard: The billboard that burns in real time - so your skin doesn’t have to ☀️ New statistics confirm that over a third of unprotected sun worshippers in the UK have been caught out by UV rays so far this year. The upcoming heatwave is expected to cause even more skin damage as half of Brits underestimated the spring sun, and almost a third can’t be bothered to wear sunscreen 🫣 To highlight the importance of protecting your skin, the British Skin Foundation has launched a hi-tech “Burnable Billboard”. The innovative installation uses AI technology to accurately depict in real-time how skin burns, based on the live UV level around the billboard. These billboards are now live at the following locations: • Meridian Steps at Westfield Stratford City, London (10 AM - 4 PM) • The Totem at West Quay, Southampton (12 PM - 3 PM) • Additionally, smaller displays will be set up around Manchester and Birmingham. If you spot the billboard whilst you’re out, don’t forget to share & tag us @bsfcharity 👀 For more sun safety resources, and to support our mission of funding vital skin disease & skin cancer research, head over to our website: www.britishskinfoundation.org.uk #BritishSkinFoundation #SkinHealth #SunSafety #SunProtection #SunBurn #HeatWave #UKWeather #SunSafe #SPF #SkinCancer #StaySkinSafe #Dermatologist #BillBoard #London #WestfieldStratford #Manchester #Birmingham #Southampton ♬ Torch Illusion - Ausku Studio
The British Skin Foundation launched an innovative billboard campaign “The billboard that burns in real time – so your skin doesn’t have to.”
Using live data feed technology, and weather sensors, the individual screens show the images of skin changing as they are affected by UV rays.
They’re updated with the exact UV level in that location in real time every second, so you literally see the skin getting more and more burned as they are exposed to the sun over time.
A great way of using data and tech to highlight the importance of skin protection.
Round of applause!
Pause-worthy score: 9.8/10
Originality: Apparently it’s “the world’s first multiple-location DOOH campaign to reflect the effects of too much sun exposure as it happens.”
Execution: Very flippin’ clever. It’s simple, clear and effective. I feel like these should be everywhere and featuring different skin tones.
Verdict: I’m a sucker for smart OOH, so although I didn’t see it out in the wild, it still made me pause when it showed up on my feed. An AI model, developed in collaboration with a dermatologist? Bravo!
Burger King’s beef with McDonalds
The Burger King vs McDonald’s rivalry has been going forever. This trolling move from BK genuinely made me laugh though.
When McDonald’s launched their Big Arch Burger in the UK, ‘for big McDonald’s hunger’, with a campaign across TV and outdoor posters, BK couldn’t help but work up a stunt.
Pulling up next to one of McDonald’s sign with their own digital advertising van with a similar poster, but with the cheeky “Arch nemesis. For hunger clowns can’t satisfy” message.
Pause-worthy score: 7.5/10
Originality: Using digital advertising vans for newsjacking isn’t anything new.
Execution: Funny, maintains the rivalry and generates media coverage. Great copywriting too.
Verdict: I love humour in reactive marketing. Nothing groundbreaking, but not everything needs to be.
