As part of The Drum's relaunch issue, published on 2 September, we invited readers of thedrum.com and followers of @thedrumcreative to suggest their favourite world-changing ads.
Here’s what they came up with.
Sport England ‘This Girl Can’ by FCB Inferno
FCB Inferno’s campaign for Sport England ‘This Girl Can’ set out to encourage more women to take up sport and physical exercise. The creative confronted women’s fears of being judged and showed real women of all shapes, sizes and ages enjoying sport. An accompanying outdoor campaign featured snappy slogans including “I jiggle, therefore I am”; “I kick balls, deal with it ”; “Sweating like a pig, feeling like a fox”.
Make Poverty History ‘Click’ by AMV BBDO
Make Poverty History’s ‘Click’ brought together a number of instantly recognisable celebrities from Brad Pitt to Kylie Minogue to simply click their fingers. Each click symbolised the death of a child across the developing world where, on average, one child dies every three seconds from extreme poverty. German, Canadian, French, African and Indian versions of the advert were also released in 2005 to build mass support at the time of the G8 summit and convince governments to drop the debt.
Channel 4 ‘Meet the Superhumans’ by 4Creative
Set to the track ‘Harder Than You Think’ by Public Enemy Channel 4’s Paralympic Games trail ‘Meet the Superhumans’ showcased the abilities of the UK’s leading Paralympians and represented some of the unique stories behind the elite athletes as well as the lengths they had pushed themselves to in advance of the 2012 Games.
Seagram Distillers Corporation ‘Loose Lips Sink Ships’
Originating on US propaganda posters during the second world war , ’Loose Lips Sink Ships’, warning servicemen against unguarded talk, was created by the War Advertising Council and used on posters by the United States Office of War Information. The most famous version which popularised the phrase was created for the Seagram Distillers Corporation by designer Seymour R Goff in 1942.
Dove ‘Real Beauty Sketches’ by Ogilvy & Mather
Produced as part of Dove’s 2013 Campaign for Real Beauty, Real Beauty Sketches attempted to show women that they ar e more beautiful than they think by comparing self-descriptions to those of strangers. The film sees several women sit with a forensic sketch artist and when compared the strangers image ends up being invariably more flattering and accurate. Within a week of release the film had been downloaded by more than 15 million people.
Coca-Cola ‘Hilltop’ by McCann-Erickson
In 1969 Coca-Cola and McCann-Erickson decided to end the ‘Things Go Better With Coke’ push slowly replacing it with a campaign centred on a new slogan ‘It’s the Real Thing’. The 1971 ‘Hilltop’ advert portrayed a positive message of hope and love and was sung by a multicultural group from the top of a hill. Its legendary status was recently cemented by an appearance in the final series of ad agency drama Mad Men.
Always ‘Like a Girl’ by Leo Burnett Chicago, London and Toronto
Part of a larger campaign by feminine hygiene brand Always, Like a Girl illustrated the brand’s mission to empower females and attack the ‘self-esteem crisis’ amongst young women. In the film men and women of all ages are asked to describe what it means to be ‘like a girl’ – a phrase often perceived as an insult. When pre-pubescent girls are asked the same thing they make confident, serious efforts to show being ‘like a girl’ isn’t necessarily a bad thing.
Tiffany & Co ‘WIll you?’ by Ogilvy New York
Tiffany & Co.’s ‘Will You?’ campaign featured a same-sex couple for the first time in the brand’s 178-year history. The campaign included seven real-life couples who’ve all popped the question with a gay couple from New York taking centre stage. The focus of the campaign was to show that love comes in a variety of forms and featured couples in various romantic settings including a city rooftop, driving in a convertible and at home on the sofa.
Department of Transport ‘It’s 30 for a reason’ by Abbott Mead Vickers BBDO London
Part of a UK road safety campaign this Think’s haunting ‘It’s 30 for a reason’ advert sees a little girl explain how if she’s hit by a car a t 40mph there’s an 80 per cent chance she’ll die, whereas if hit at 30mph there’s an 80 per cent chance she’ll live. As the voiceover explains the odds, the creative shows clearly the difference that extra 10mph makes.
Metro trains ‘Dumb Ways to Die’ by McCann Erickson Melbourne
Metro Trains’ Australian public service campaign ‘Dumb Ways to Die’, devised by McCann Melbourne, looked to engage an audience that didn’t really want to hear any kind of safety message. The video featured 21 characters being killed by trains due to unsafe behaviour and is said to have contributed to a 30 per cent reduction in near-miss accidents. Within two weeks the 2012 campaign generated at least $50m worth of global media value.
The 2 September issue of The Drum also includes features on how marketing can change the world and celebrity gaming apps and is available to purchase now from The Drum Store.