A Week in Creative: Pepsi’s burger bags and Adidas’s Euros stunt
Welcome to A Week in Creative, your one-stop shop for creative news. This is an extract from The Drum Creative Briefing, which you can subscribe to here if you’d prefer it in your inbox once a week.
Pepsi’s hidden logos ‘prove’ that it goes better with burgers than Coke
And so, the pick of this week is Tracked by Apple. The ad is an eye-opening representation of the intrusions that pass unnoticed in our everyday lives by reimagining app trackers not as nebulous digital algorithms, but the flesh and blood cashiers, waiters and tradesmen with whom we place our trust.
A case of the challenger brand having more fun after a third-party blind test went in its favor, Pepsi decided to let everyone know that its drink goes better with burgers than rival Coca-Cola.
As part of this wider #BetterWithPepsi campaign, it commemorated #NationalBurgerDay on May 27 with a simple but effective execution, using packaging from fast food joints KFC, McDonald’s and Wendy’s and circling where the Pepsi logo coincidentally appears – all to illustrate that its drink naturally goes with burgers.
While Poland was among one of the first nations to grant legal rights to women, over the past decade the governing body has been slowly eroding away any progress, undermining sexual and reproductive health rights and criticizing gender nonconformity.
Working with agency Dziadek Do Orzechow, Centrum Praw Kobiet has delivered ‘Recharge Women’s Rights in Poland’, which is a fierce, hard-hitting film that doesn’t shy away from the difficult subject of women’s rights in the country.
Imagine a cookbook where if you don’t have any ingredients, you can grow some. Well, thanks to Uncommon and Merchant Gourmet, that is now a reality.
‘The Simple Plant-Based Cookbook’ contains over 60 recipes that use wholesome lentils, grains and chestnuts. Of the 60 ways to help the planet included in the cookbook, one is that you can plant the limited-edition cover and it will grow basil, parsley, oregano and a bit of hope.
It‘s no secret that tensions between the auld rivalry – England and Scotland – have been tense of late. This places greater focus on the upcoming Euros as football fever heats up.
Scotland’s kit sponsors Adidas have poked fun at England by placing a massive billboard near the Kingston Bridge in Glasgow, letting people know ‘it’s coming hame’ – a reference to 1996 track The Three Lions written by The Lighting Seeds.
While the song has a history in English football, the ad unapologetically crosses out home and replaces it with the Scots word ‘hame’.
And, demonstrating just how far people will go for their animals, PetSmart has depicted the love affair between pet owners and their furry best friends with ‘Anything For Pets’ created by Deutsch LA.
In the spot, we see pet owners pictured doing everything for their pets – from walking their dog during a downpour and sporting a sweater featuring their pet’s face to getting inked with a portrait of their feathered friend.
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