Rafael Reina's Top 10: Campaigns that nailed it in 2021

"If you’re looking for the best picture in creativity, marketing, and advertising of 2021, here’s a summary of the Top 10 Best Campaigns of the Year. These were the most effective campaigns in the world, which include TikTok content, tv spots, e-commerce, digital, design, retail, and innovation. They became a trend, placing the brands at the center of the conversations, showcasing relevant creativity and where communication is going in 2022." - Rafael Reina, CCO

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Unilever: Unilever Degree

Statistics show that 1 in 4 people in the US suffers from a physical disability. However, no products for personal care or daily use had been thought of specifically for the majority of this population to use. Unilever, together with therapists, engineers, and designers, created the first all-inclusive deodorant to be used in the easiest and most efficient way.  Unilever’s idea proves actions are better than words to address inclusion.

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Change the Ref: The Lost Class

The leading cause of death in North America is murder by firearms. Since 2013, more than 635 deaths have been caused by guns in schools. Change the Ref is one of the non-governmental organizations (NGO) that strives to raise awareness in society and lower the number of gun fatalities. They decided to give a speech, like no other. The speech not only reached the 3,044 undergraduates that were killed in schools, but also it extended to millions of people on social media to accomplish a better future for young people.

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Heinz: Draw Ketchup

This campaign is about an experiment conducted on 5 continents in which participants were invited to draw ketchup. As a result; everyone drew the Heinz bottle. This finding turned into a magnificent branding campaign. They demonstrated that the brand is embedded in the minds of consumers and by doing so they fulfilled one of the most coveted purposes in marketing.

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Reddit: Superb Owl

Reddit was embroiled in a fierce controversy because part of its community had participated in an alleged hack to inflate its shares on the Wall Street stock exchange. This created a crisis in the entire financial system, questioning the rules and existence of this social network. The Super Bowl was approaching and with no budget for the production for an ad at this event, and less than a week to go live, Reddit was determined to defend its brand, its purpose, and the power of its communities. It only took 5 seconds of interruption to become the most commented announcement on social networks during the Super Bowl,  with a letter that could not be read. The announcement covered more than 300 media outlets and resulted in a 25% increase in visits to Reddit.

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Salla 2032: House of Lapland

The coldest city in the world was trending globally on Twitter for three weeks. This was achieved with an ingenious tourism campaign to host the 2032 Summer Olympic Games. They created a logo, mascot, and campaign to be legitimately chosen as a venue. All this is to raise awareness about the effects of global warming in the world. Salla increased conversations about the city on social networks by 879%. An undeniable Olympic gold for this campaign.

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Mastercard: Roadside Markets

Europe’s informal economy currently faces a lack of access to digital opportunities and tools. In addition, many of the small businesses, located in places with low visibility, are unable to survive due to the low awareness of their products. Mastercard decided to partner with Waze to give visibility to these merchants on the app and on the roads. Creating a new business model, accessing new clients, helping to reactivate the economy, fulfilling its brand purpose, and financial inclusion is priceless.

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Vienna Tourist Board: Vienna Laid Bare

Increasing tourism through art is not new. But the Vienna museum had something different that other museums around the world don’t have: an art collection of mostly nudes. They decided to promote the art on the world’s leading erotic content platform: OnlyFans. A work of art in marketing that managed not only to increase travel, but also the visibility of the museum, the country, and the art of Austria.

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Chevrolet: Lost Roads

How does Chevrolet position its SUV in a memorable way, in a market dominated by their  competitors? A region with thousands of miles undiscovered due to armed conflict in one of Latin America’s  least explored areas. Chevrolet in collaboration with Discovery Channel created a documentary about this inhospitable territory. The guides of this expedition were the ones who knew the area best. They were ex-combatants of the former guerrillas in the region. Not only did they test the attributes of the SUVs, but they also vindicated the value in society of these people, who are seeking new paths in their lives after the signing of the peace agreement.

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Pfizer: In-Game Vaccine

Pfizer created a virtual vaccination center to encourage vaccination against COVID-19 among Millennials and Generation Z. In one of the largest video game platforms “Grand Theft Auto”, Pfizer installed a vaccination center where the player could be vaccinated. The player received a full health bar and a vaccination pack that enhanced the in-game experience. The campaign was supported by 25 influencers in Brazil, making the hashtag #InGameVaccine and the brand trend on several social networks.

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Kit Kat: Have a Bite

Consumer rituals are indisputably a source of conversation for brands, this time was Kit Kat’s turn. For several years, customers have used social networks to question what is the right way to eat Kit Kat. Using content creators on TikTok sought to create a controversy and give an endorsement to the right way to give yourself a break, while putting the brand in the global conversation and creating heated debates on Twitter, TikTok, and Reddit.’