For March’s top three emotionally-stirring campaigns, we’ve looked to those brands that have shown versatility and creativity at a challenging time worldwide. There have been so many to choose from, but our favourites come from LVMH, Ann Summers and Leon.
Find out more about our approach with Stir Emotion here
(1) Emotion: comic-relief
Last week, amidst the chaos of shoppers panic-buying, pasta disappeared from shelves. Even our own local convenience store started selling it under the counter. But rather than shy away from the hysterical headlines, Ann Summers dared to share a bit of comic-relief with the media, revealing it had a full shelf of pasta no-one had thought to hoard… Penis Pasta. Cue, reams of digital coverage across the likes of Metro, The Sun, LADbible and LadBaby, plus a huge smile from millions of readers across the UK. Even Aldo Zilli got in on the act, with Ann Summers tasking him to create “Zilli’s Willies”. Genius.
(2) Emotion: purposeful
With the shutdown of bars, cafés and restaurants, there has been an unprecedented demand on supermarkets up and down the UK. So LEON, wanting to do its bit to help the industry and consumers, swiftly turned its 64 restaurants into shops, offering a click and delivery service for its menu, as well as cupboard essentials. It not only offered an important lifeline for LEON itself, but also local independents who were invited to sell at their restaurants too. A clever, nimble activation that also puts its purpose front and centre.
(3) Emotion: compassion
This month has seen brands across a multitude of disciplines answer the government’s calls for aid to avoid shortages, helping provide everything from NHS clothing, breathing apparatus, to hand-sanitiser. Of these we were most surprised and impressed to hear of LVMH’s swift offer to use its facilities – usually making premium fragrances and cosmetics – to churn out bottles of hand sanitiser. It was even said to be delivered free of charge to health facilities across France “for as long as required”. The luxury industry often gets a lot of flak, but we applaud LVMH’s compassion and quick action. Stay classy, LVMH.