Brand Actions Library — 75 Examples for Creative Inspiration
Coming back with scripts to an integrated briefs is a common problem at creative agencies, drawing out the idea from a script is always a challenge. One thing that helps is if you ask the creative team to go another round creating a brand action. A brand action being something that the brand does in the real world that proves out the creative idea.
I use examples to show how I think the idea could flex out of a script or to inspire teams to the types of executions that we are looking for. Here’s my library of executions that I have built up over the years hopefully you can use it for your briefings.
NEW EXPERIENCES IN FAMILIAR ENVIRONMENTS
Durex Fundawear — Used technology to bring couples who were away from each other together
Powerade Workout Board — Gave people in the street an opportunity to work out no matter where they were
National Geographics Augmented Reality — interactive installation with the amazing world of National Geographic Channel
TNT push to add drama -TNT placed a button and had passersby push it.
The Dancing Traffic Light- Stop signs that encouraged dancing, discouraged walking across the street when the light is red
Automatic Thank Machine — TD ATM plays like a “santa” interacting with customers that enter the branch with gifts. Some a vase of flowers, others tickets to see their long-lost relatives abroad.
Zappos: Baggage Claim Game — Zappos converted an airport conveyor belt into a wheel of fortune belt and wherever the luggage landed, the traveler was awarded that prize (ie. $100 gift card, ugg boots, kitchenaid mixers)
EXPERIENCES WITH THEIR HEROES
Tweet and Shoot Tennis — Lets you get closer to the athletes with the machine allows you to practice with Roger Federer
Foot Locker X James Harden — NBA star James Harden took on The Internet in a digital battle of the classic pickup game H.O.R.S.E.
The Last Shot — Nike gave people the chance to try on their latest shoes and take on MJs high pressure championship winning shots
AIAIAI World Premiere: Stones Throw Records created an APP where anybody can rap over their verse onto one of his songs. The contest winner gets a signed record deal.
The Best of Us — A campaign that challenged youth around the world to compete against Olympic Athlete, ie Egg toss, Solo Cup Golf.
Russell’s 12th fan rescue: Alaska airlines wanted to promote the fact that it has the most nonstop flight to Seattle from Alaska so they flew out the most deserving fans to Seattle to watch the Seattle Seahawks.
ACCESS TO EXPERIENCES THAT WERE NEVER AVAILABLE BEFORE
UberChopper — Gave the new experience of travelling in a chopper to the Hamptons
Audi X Uber — House in the middle of death valley that comes with an Audi. Great TV and activation that is linked
Ronaldinho house on Airbnb for the Brazil World Cup
House of Black Mamba — They created an LED court which taught up and coming basketball players how to play like Kobe
Heineken: The Payphone with Fred Armisen — Heineken hired Fred Armisen to cold call people to join him on stage at his stand up.
Heineken: The bottle with a mission: The Heineken Museum in Amsterdam increased foot traffic by placing a bottle that navigates people to their museum in the middle of the city.
INVITE PEOPLE TO TAKE NEW EXPERIENCES
The best job in the world — Gave people the opportunity to have the best job in the world, island caretaker in queensland australia
Google Maps: Pokemon Challenge — Gave everybody the chance to be part of the pokemon universe by placing pokemons around Google Maps
Paris, Amsterdam, Brussels headphone billboards — Encouraged visitors to travel around Paris/Amsterdam/Brussels and experience the city through live streamed sounds
Gatorade: Replay — Two rivalry high school football teams were brought back 15 years after a heart wrenching tied game (including coaches, cheerleaders, and the band) to “replay” to see who the victor is. The two-month training and game were filmed and over 10K tickets to view the live game sold out in 90 minutes.
CHALLENGE NEW EXPERIENCES
Heineken Departure Roulette — For those that are willing they gave people the opportunity to roulette their airfare and choose somewhere in the world to go
Steal Banksy — Gave hotel guest the chance to steal a banksy painting
TAKE THEIR VIEWING EXPERIENCES TO A NEW LEVEL
Foxtel Wearable Tech Vest — Wearable tech vest which allowed you to get closer to the game by feeling every hit in the game
Microsoft Illumiroom — Full room interactive viewing of content
Tusk Weed with Film — for the new movie they created a new strain of weed that you could smoke with that experience
RedBull Supernatural Second Screen experience
Pizza Hut Cinema — Pizza hut box that turns into a projector
Honda ‘The other side” — Interactive website where audiences can press the ‘R’ key on their keyboard to toggle from 2 different experience.
GT RIDE Case Study — mobile racing app that lets users create tracks by moving your mobile device through the air. Race them and challenge your friends.
Nike FuelStream- A digital billboard the size of a city block that celebrates everyday athletes by taking their image and tweets and displaying them.
INSPIRE WITH NEW EXPERIENCES
Puma: Inverted Jersey against Racism — Brazil’s team inverted the black and white stripes on their jerseys to make a statement about race relations.
RedBull Stratos — Created a new level of daredevil behavior
Europe, It’s Just Next Door — Doors displayed real-time events happening in those cities. Inspired people to travel more to other european countries.
Livestrong: Chalkbot — Robot led the pack of the tour de france spraying 36K tweets about cancer survival and in memory of those that lost their battle.
Equinox: The Pursuit — Equinox gym adds a competitive, scoreboard-type tracker visible to all in the spin class in order to inspire the cyclists to push themselves to the max in their workout.
CREATE BETTER EXPERIENCES
Miserable time in Puerto Rico — Puerto Rico tourism retook the shot of a guy who posted that he had a miserable time and gave him another trip with his family to make him happy
Squarespace : Dreaming with Jeff — Squarespace wanted to showcase that anybody can build a website. So they collaborated with Jeff Bridges and created his own website about sleep.
Nike Fuelbox — Nike created a mobile vending machine that is activated with Nike Puel points on their fuel bands
The Bates Motel Comes to Life — A&E brought its show Bates motel to life during SXSW when it opened the Bates motel to SXSW attendees
All State Social Media Burglar -
Keep the flame alive — Johnnie Walker Keep Walking — Facebook created flames
STANDING UP FOR VALUES
REI closing on Black Friday for 1st time in push to #OptOutside
GAYTMS for ANZ store and ANZ eftpos machine
PRODUCT AS BRAND ACTION
Lexsus Hoverboard — created a hoverboard to prove their idea of innovation in motion
Bud Light Red Light — went off when your team scored
OTHERS
TUI BEER PLUMBING SERVICE — Wouldn’t it be awesome to get your whole house tapped with beer. Tui beer did this
CGU brings back Tropfest — CGU brought back the Australian short film festival with funding driving home their proposition of seeing it through
Gran Turismo Academy — Get drivers from the game and make them into real drivers
Sprite Step Up Academy — Competition to crown the step up champions, televised on MTV
Nike SB? — giving skateboarders the tools to learn and hone their skills via the “trick tree” and then challenge other skaters in S-K-A-T-E around the world
Smirnoff Nightlife Exchange — Local markets share the best of their nightlife and then ship it to the other side of the world
Triple J Take The Stage — National radio station chooses a small country town to hold a festival every year on a popular vote
BUNDY SKYCOUCH — Bundaberg Rum created the best seats in the house by connected a couch to a crane and lifting it above the stadium
BELIZE FREE KICK — Belize offered kickers who missed kicks, free tickets to Belize.
MIKE’S HACKS — Mike’s Lemonade made a whole tumblr of guy logic inventions (can-woofer, cooler belt, tinder chips for bbq made from corn chips)
Febreeze and the Azberijian Wrestling Team
Art Of The Trench — opportunity for customers to be the true models. People create fashion not couturiers.
XXXX beer build an island — Asking guys to help build an island
TED — 6 Beers of Separation — Meet your creative idols with six pack of beer and $12,000 dollars
Toohey’s Extra Dry — The Lab — Get to perform with Mark Ronson, enter the competition and get with them
Carlton Dry — Carlton Dry has a competition where they wanted to hear your craziest story, they got Steven Segal to act as you
Jack Daniels Future Legends — They are providing a platform for people and passion to come together and start shaping and sharing music’s future legends. From creating a new recording studio at Australia’s best independent radio station to creating music videos for upcoming bands
Southern Comfort Billboards — SC used their billboards to show people who are comforable to be on a billboard
Hello Beer — 15 second vignettes of the type of content we should be creating for House Party
Bar that Jack built — For Jack Daniels birthday they put the call out for people to donate things to their bar and help them build it, people got tickets to the event and bottles of jack in return
Wild Turkey and What So Not created an app that allows you to create your own songs from their music
Telekom Street Gigs — concerts in crazy unexpected locations
WATCH THE STOVE — April Fool’s joke that used Soundcloud influencers to create a surprising EP for Hamburger Helper
Poultry company has a live chicken running its Twitter account
If you enjoyed this brief rendezvous, why not recommend it? And check out other articles myself and my colleagues have written around the ever changing media landscape on our Communications Planning Blog.
