Page 58 - Rand Purpose News Today

In a new ad campaign that will debut during the Opening Ceremonies of the Winter Olympics, Walmart is emphasizing the ‘live better’ part of its famous ‘Save money. Live better’ slogan. The ad aims to give viewers a glimpse into the everyday lives of Walmart shoppers and employees while also highlighting safety and giving a slight nod to its technological sophistication.

Adidas has extended its ’Impossible is Nothing’ campaign to champion diverse women, with Squid Game actor HoYeon Jung among them.

The Drum, in partnership with Twitch, is revealing who has topped our 2022 World Creative Rankings – the definitive guide to advertising’s most creative brands, agencies and people. Earlier today we unveiled the 200 most awarded ad campaigns of the last 12 months. Now, we go a bit deeper on one of those campaigns, catching up with the team at Havas Middle East about their multi-award-winning ‘Liquid Billboard’ for Adidas.

Folgers knows that many people think of it as being your grandma’s coffee – and it’s proud of that fact. In a new ad campaign launched today, the iconic coffee company leans into its New Orleanian identity and positions itself as a brand that’s for everybody, not just coffee snobs.

The evolution of cancel culture is a fascinating one. The concept traces back to civil rights boycotts in the ‘50s and ‘60s, through music and film to more recent incarnations on social media. Just think of brands including Soul Cycle, which found its brand name attached to the #canceled hashtag on Twitter. So what do you do when cancelation comes for you? Sway Effect chief executive Jennifer Risi offers five pieces of guidance.

Singapore-based beer brand Tiger has unveiled its non-fungible token (NFT) collection for its Chinese New Year campaign.

The clock is ticking for many western brands in China, predicts Domenica Di Lieto, the chief executive officer of Chinese planning and marketing consultancy Emerging Communications. The Year of the Tiger will be one in which fortunes are turned around, or the planning will be focused on packing up and returning home.

Travel marketing is based on feelings and appeals to the senses. From adventure tours to city breaks, many of the most effective campaigns are based on creating tangible wants and desires in the consumer. As travel has been curtailed over the past two years, have tech solutions like VR and AR kept the dream of travel alive – and how else is technology empowering travel marketing?

Better creativity in B2B has officially become ‘a thing’ given the announced launch in 2022 of a B2B Lions category at Cannes. As part of B2B World Fest, held by The Drum in partnership with global B2B agency Stein IAS, top creative and brand leaders discussed how they can work together to elevate the work across the B2B space.

Hyundai is sitting on the sidelines for this year’s big game – but didn’t want to miss out on all the fun. It has teamed up with A-lister Jason Bateman to promote its new electric IONIQ 5, and plans to air the spots during the NFL conference championship games this weekend.