'Meaningful impact needs a more impactful campaign' - Creative Hits & Misses of the Week

Davnet Doran, head of brand PR at Britvic, casts her critical eye over this week's creative offerings.

HIT

A Perfect Planet – set on fire

Continuing the climate conversation Sir David Attenborough started in the finale of his series A Perfect Planet, BBC Creative hijacked its own billboards to demonstrate how humans are a destructive force on the planet. The viral campaign was a great example of how out-of-home can still have an huge impact, as well as showing longevity of a campaign platform, even when everyone is stuck indoors.

Verdict: Hit – simple yet effective.

Bloom & Wild, 'Not for sale'

After seeing last year that many of its customers opted for more colourful, inventive bunches (forgoing roses), Bloom & Wild decided to do its research and look into whether roses were worth selling any more. Being super relevant to its target audience is how it is tacking Valentine's Day, based on a solid insight at the heart: 50 per cent of consumers think red roses are a cliché. It’s a bold move by Bloom & Wild, nicely executed by creative agency Other.

Verdict: Hit – and I hope its sales blossom as a result.

MISS

Lush, 'Bring it Back'

The cosmetics brand Lush has brought me back to my youth this week with its Bring it Back campaign. My first job was in the Body Shop and I loved refilling those bottles from customers who – 25 years ago – really wanted to use as little plastic as possible. Lush gets serious with financially motivating its customers to do the same, but for it to have meaningful impact, it needs a more impactful campaign.

Verdict: Time will tell, but this kind of behaviour-change needs more than just media relations.


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