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Ads of the Week: Greenpeace’s GTA takeover and Marvel’s Spider-Man meme

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By Amy Houston | Reporter

March 2, 2022 | 6 min read

Every Wednesday, The Drum picks the top global campaigns from our Creative Works.

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Greenpeace delivers a hard-hitting message in GTA

This week, Greenpeace issued a hard-hitting message within the popular video game Grand Theft Auto about the climate crisis, Marvel fans’ Spidey senses were tingling when actors Tom Holland, Tobey Maguire and Andrew Garfield recreated that meme, and the iconic McDonald’s golden arches popped up in 19th-century impressionist paintings.

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Greenpeace: Los Santos +3ºC by VMLY&R

Climate activist group Greenpeace, alongside creative agency partner VMLY&R Brazil, wanted to raise awareness about environmental issues within the popular video game Grand Theft Auto in the hopes of hitting home the urgency of the impending disaster.

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Marvel: No Way Home Meme by Marvel

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Spider-Man actors Tom Holland, Tobey Maguire and Andrew Garfield delighted Marvel fans and social media users alike by recreating a viral meme to promote the digital release of No Way Home.

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McDonald’s: Meant To Be Classic by DDB Athens

What do McDonald’s and impressionist painters Edouard Manet and Pierre-Auguste Renoir have in common? Well, in a way, they both represent classic and iconic imagery of their time. Playing on this idea, DDB Athens used recognizable works of art as an advertising canvas for the fast-food chain in Greece.

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South Western Railway: Spread Your Wings by St Luke’s

Following an order from the Peaky Blinders, English football club Birmingham City FC returned to its roots and reverted back to its former name of Small Heath Alliance.

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Mona: Best of Our Worst Reviews by Finch

The Museum of Old and New Art (Mona) in Australia launched a very dry but hilarious campaign based on terrible reviews of the gallery.

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Burger King: Meat? by David Madrid

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Burger King’s latest campaign confused meat lovers as it continues to reinforce its commitment to offering plant-based alternatives.

‘Meat?’ plays on the visual similarities between animal-based products and meat-free options with a striking, close-up series of print and out-of-home (OOH) ads with the tagline: “Sorry for the confusion, meat lovers.”

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Valentino: Rendez-Vous by LS Productions

American actress Zendaya is the face of Valentino’s new campaign, which has seen the Italian fashion house experiment in the metaverse for the first time.

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Prudential: Code to Wellness by Naga DDB Tribal

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Prudential launched a wellness campaign in Malaysia to encourage people to scan its QR codes every month and get access to advice, activities and rewards.

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NHS: Jack-In-The-Box by M&C Saatchi

NHS England has released a tense campaign by M&C Saatchi to boost detection of early-stage cancer by likening reticence on the part of individuals willing to present for a check-up to a coiled ‘Jack-in-the-box.’

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