APRIL EDIT

At Stir, we believe the most powerful and creative campaigns stimulate both the conscious and subconscious mind. Consumers are bombarded with thousands of different messages a day and absorb only a handful of these, so brand campaigns need to make an emotional impact to drive measurable action. That’s why on the last Friday of every month, we pick 3 campaigns from the month that stirred emotion. Taking inspiration from those that gave us all the feels, and questioning those that left us feeling indifferent.

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Invested

Hellmann's X Save Our Sandwiches 

Earth Day saw plenty of campaigns, with Hellmann’s being a standout. Soil erosion is making it more difficult for farmers to grow soya beans - a key ingredient for its mayonnaise. So, knowing that two-thirds of Americans believe ‘sandwiches taste better with mayo’ Hellmann’s announced that “your favourite sandwich” could become extinct by 2043, in an effort to increase awareness on the problem and promote regenerative agriculture. Playfully adopting a trope from the charity industry, consumers could donate by adopting an ‘endangered sandwich’ plushie via a microsite filled with info on how to help the cause. As a family-centred brand it’s light and clever but delivers a powerful message.

Hellmann's: Save Our Sandwich's Emotion: Concerned 

DISturbed

SOS Children’s Villages X workwear for kids

A hard-hitting campaign for charity, SOS Children’s Villages, caught our attention this month by creating a ‘workwear collection’ in XXXS sizes to expose the harsh realities of child labour. Everyday millions of children are forced to perform hazardous labour in the mining, brick, and tobacco industries. Every piece was created with details to reflect the shocking conditions and incite horror, from knee pads that protect against crawling through mines to extra pockets containing tiny dust masks. A striking visualisation, it married the innocence of childrenswear, with a very sinister reality.

Nord DDB: SOS Children Villages Emotion: Disturbed

consoled

Telenor X Missed Calls

A thoughtful and meaningful initiative, born from a real insight – in this case the Creative Director’s own loss – but it would have been great to see the idea taken further by offering additional support from a grief councillor or partnering with a charity for example, as an additional call to action beyond the brand.

Telenor: Missed Calls Emotion: Consoled