Five Campaigns We Liked in January: vote for your favourite

From Lloyd's and lads to vacations and vaccines, PRWeek offers up its five favourite campaigns from January 2021. Vote below for your favourite.

Tourism New Zealand – Travelling Under the Social Influence

Tourism New Zealand is encouraging tourists to ditch the “social influence” and take original snaps when visiting the beautiful country. The mockumentary style campaign, fronted by comedian Tom Sainsbury, makes fun of clichéd stylised tourist shots, such as summit spread eagle on top of a mountain, lavender fedora and the dreaded hotdog legs.

In doing so, the spot promotes some of the beautiful landscapes and calls on travellers to share their new experiences for the chance to win prizes.

The campaign received global media attention.

UK Government – Look Into My Eyes

Of the many Government campaigns around the coronavirus, this is among the most impactful, in PRWeek's view.

A film created by Freuds features close-up views of hospital staff and sick patients staring into the camera and pleading for people to follow the Government’s guidance. It reveals the emotional and physical toll that COVID-19 is taking on medical teams and the people they care for, in an attempt to stress the importance of staying at home to help stop the spread of the virus.

The 'look into my eyes' slogan is especially effective in portraying the human cost of disobeying the rules.

Lloyd’s Register - Future Seascapes

Artist Reuben Dangoor partnered Lloyd’s Register to shine a light on the need for a zero-carbon shipping industry in a campaign by The Romans. The Future Seascapes campaign sees the artist reimagine famous oil paintings from JMW Turner, Vincent Van Gogh and Claude Monet to depict the carbon-neutral vessels of the future.

The artworks featured maritime technologies and futuristic concept ships that could address the challenges facing zero-carbon shipping.

The pieces are being showcased as part of a 360-degree virtual gallery tour, hosted at Carlton House Terrace and available for public view on the Lloyd’s Register website.

McDonald's – Four Lads in Jeans Tutorial

Some escapism next, with this fun social media campaign for McDonald's, which makes good use of the men behind the popular 'four lads in jeans' meme.

Kevin Rooney (lad on the far left, wearing socks) offers a tutorial on how to use the fast food giant's mobile Click & Serve ordering app. Rooney takes orders from his skinny-jeaned friends.

The likeable Rooney's delivery is decent, and news that the men had signed a deal with McDonald's also generated news. The campaign from PR agency Ready10 is good, clean fun, and an effective way to tap into the zeitgeist to publicise the company's COVID-era service.

Ethnic Minorities Vaccination Campaign – If You Could Save a Life

British Asian figures including comedians Romesh Ranganathan and Meera Syal, Mayor of London Sadiq Khan, cricketer Moeen Ali and TV presenter and author Konnie Huq featured in a film from Media Hive urging people to get their COVID-19 vaccination.

It centres on a video co-ordinated by Citizen Khan creator Adil Ray, whose aim is to dispel vaccination myths for people from ethnic minority communities. They have been hit hard by the pandemic: not only suffering a disproportionate number of cases and deaths, but also showing more reluctance to receive the vaccine.

The campaign has been picked up across the mainstream media and it has the feel of something necessary, in response to a real and urgent need – on this occasion, celebrity action as a force for good.

In case you missed it: Five Campaigns We Liked in December: your winner revealed


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