What are your Top Five Campaigns for 2012?

Here’s a contender:
Mr. Kipling’s cake giving bus stop – View here

The thoughts on digital at the start of 2011.

The Thought/ Before starting work on the advertising account for Mc Donald’s, we took a look at all their online ads and realised that it came from everywhere, in your face in every shape and form.

The M&S *effect: It is what I define the achievement this brand has been able to ingrain in our minds. If you’ve lived in the UK for the past 10 years, you know the tune, you know the sexy voice describing each ‘sumptuous’ product. Two or three seconds into the ad and you know who it is. The same notion had to be applied to Mc Donald’s online. A visual, cohesive language which allowed people, wherever site they’re at to recognise that brand, that movement, that look – even without much attention to it. It was there, because you knew it was there.

The creative template focused on the food, with campaign mood and visual cues added as a skin and messaging added between each change of camera/ pace. It also allowed for quick turn around in Mc Donald’s busy calendar of menu/ product release. Using Dynamic Logic analysis, we were able to note in the first year alone, that brand recall shot up much higher to previous online ads and has so far run in the UK successfully for over 2 and a half years.