Five campaigns we liked in August: From Pogba to #MissingType via BA/Team GB

This month, Paul Pogba's return to Man Utd embraced modern media with music, #MissingType went global and British Airways successfully milked Team GB's celebratory return from Rio.

Adidas capitalised on Paul Pogba's return to Manchester United
Adidas capitalised on Paul Pogba's return to Manchester United

Pogba’s Man Utd return

Manchester United were guaranteed tonnes of coverage for the club’s signing (or rather, re-signing) of Juventus midfielder Paul Pogba for a world record £89m, but the accompanying PR campaign from Man Utd and Adidas helped capitalise on this. His return, dubbed #pogback, was announced with a slick 30-second music video featuring grime artist Stormzy alongside the star, with Pogba sporting a Man Utd emblem shaved and coloured into the side of his hair, and the slogan ‘First never follows’.

#MissingType goes global

More than 30,000 people registered to give blood following the initial 2015 #MissingType campaign from MHP and NHS Blood and Transplant, and it ranked among PRWeek UK Power Book entrants’ favourite campaigns of the year. Engine Group's #MissingType campaign returned in August, reaching beyond England and Wales to take As, Bs and Os out of the name of organisations and landmarks across 21 countries.

#MissingType campaign

Tefal’s pop-up toast art

Tefal, manufacturer of small appliances, was inspired with this endearingly quirky campaign – the art of breakfast – to launch its Maison breakfast appliance range. Working with creative and PR agency Bray Leino and food-art blogger Fresh Heather, it set up a gallery at Old Street Tube station featuring toast art based on works by Van Gogh and Hokusai, among others. See more of Tefal's pop-up toast art here.

Tefal pop-up toast art

BA’s Team GB homecoming

British Airways provided a PR masterclass for the return of Team GB’s stars from the Rio Olympic Games. Team GB’s official airline partner flew the athletes home on chartered flight BA2016, complete with a gold nose and emblazoned with the name ‘victoRIOus’, which was chosen by a public vote. The Olympians tweeted during the flight using #greattobeBAck, garnering money-can’t-buy publicity.

Pookémon Go

Toilet humour can be a valuable weapon in the PR armoury. The charity WaterAid parodied August’s fad du jour, the mobile game Pokémon Go, in a light-hearted video with a serious message. Produced in-house, it shows a volunteer trying to catch the rare new ‘Pookémon’, called ‘Pookachu’. With 2.3 billion people globally lacking access to a basic toilet, WaterAid is urging the public to sign its #ToiletsSaveLives petition.

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