Jean-Francois Baril’s Post

What’s a great way to connect with an audience? Storytelling. I never played with Barbie dolls growing up. I think I had G.I. Joe and a few Trolls. But I must confess now: Barbie is the G.O.A.T. Yep! If the billion dollar box office smash didn’t prove it last year, this wonderful new campaign from 72andSunny and Mattel reinforces the iconic role Barbie has enjoyed for 65 years. Ok, I’m jealous. This new campaign is a storyteller’s dream — rich with insights from both the parents’ perspective (I want to give you the world), and the child’s (I can be anything I want to). This is exactly what Barbie is incorporating into its newest campaign strategy, revitalizing its iconic “You Can Be Anything” tagline with the “Give Limitless Possibilities” campaign. Barbie’s collaboration with the WNBA showcases how brand storytelling can seamlessly integrate with current cultural trends. Dolls aren’t just being sold — they're sending an impactful message that girls and women can be whoever and whatever they want to be. The WNBA collab only furthers this message. For those of us in marketing, it’s a brilliant reminder of how highlighting a brand’s core values and connecting with audiences on an emotional level can drive remarkable engagement and loyalty. Well done, Mattel. Jealous as heck. #VideoMarketing #BrandStorytelling #MarketingInnovation #BarbieCampaign #Marketing

Levi's just recreated the iconic Lauderette Ad and featured Beyonce!! You might just be a little surprised by the response though ... Levi's original Laundertte Ad featuring Nick Kamen not only sold a lot of Levi 501's but famously also set a trend for boxer shorts and revived a classic soundtrack You can imagine my intrigue when they 're-imagined' the famous Ad for today. It's a clever idea to bring back something you are so famous for but with a modern twist and the fact its 'Chapter 1' suggests this might be the start of a series But how did the general public react? The results might surprise you because on Star rating the original beats the new one 4.1 Star vs 2.3 Star My thoughts ... 🤠 Iconic advertising doesn't wear out Despite being almost 40 years old the original scores 4.1 Star putting it in the top 3% of all fashion adverts. Given how old the ad is its a pretty remarkable score and in fact the only negative emotions are generated by a few people thinking it was a copy. 🤠 It's the way that you tell it that matters You can see the different emotional response in the FaceTrace on the video and the original does a much better job of surprising you and the characters reaction to the undressing scene creates more emotion too. It perhaps uses more subtle right brain features of humour, surprise and facial reactions 🤠 Sound-tracks can make a huge impact to how you feel I can imagine they discussed using the classic emotive sound-track vs creating a bespoke one with Beyonce. They did the latter and whilst it's a nice track and introduces the brand into the music it doesn't create the same drama of the original 🤠 Cultural attitudes to undressing in public may be gender specific There is clearly some negative emotion when Beyonce gets undressed compared to Nick Kamen which is interesting. Is this similar to the reaction Calvin Klein got to the FKA Twigs vs Jeremy Allen White. I am going to do some more testing to find out! 🤠 The branding on the Beyonce version means it will do well I mentioned the difference in Star rating between them but on Spike (short term potential) the new version does better. It's really well branded, even down to the time on the clock (5:01) and the close up on the jeans make it obvious its a Levi's ad. What a fascinating move by Levi's and I think it's going to get everyone talking and should help the brand If you want to hear me talk to the legendary creative behind the original version, Sir John Hegarty on Uncensored CMO then you can do that here Podcast link https://lnkd.in/eq4jAMJC Would love to know what you think? Vanessa Chin Andrew Tindall Kerry Collinge Orlando Wood

We have all lived our dreams vicariously through our Barbie dolls, haven’t we? #GoodAdsMatter –Make them be what we couldn’t, have them wear what we wanted to, and live the dream life. Well, this Mattel ad for Barbie lets little girls be exactly who they want to be! The 'Imagine the Possibilities' campaign took a bold approach with this one. Using hidden cameras, the ad film captured genuine reactions as young, ambitious girls envisioned their future aspirations. Positioned against the popularity of Disney's Frozen, the campaign aimed to emphasise that Barbie was the gateway to unleashing children's imaginations. Another challenge at hand was to deal with Mattel's sales decline due to concerns about Barbie's unrealistic body image. This campaign aimed to shift parents' perceptions of the toys through a narrative that guided the brand ethos back to the mission of Ruth Handler, “through the doll, the girl could be anything she wanted to be.” Its success paved a new direction for Mattel, which has been committed to the ‘Imagine the Possibilities’ platform ever since. The ad has been viewed over 40M times since and is titled by YouTube ‘the ad that restores your faith in humanity’, and we couldn’t agree more! 𝗕𝗲𝗰𝗼𝗺𝗲 𝗮 𝗺𝗲𝗺𝗯𝗲𝗿 𝗼𝗳 𝗼𝘂𝗿 𝗲𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗲 𝟭% 𝗰𝗹𝘂𝗯 𝗼𝗳 𝗮𝗹𝗹 𝘁𝗵𝗶𝗻𝗴𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴! 𝗦𝗶𝗴𝗻 𝘂𝗽 𝘁𝗼 𝗼𝘂𝗿 𝗵𝗮𝗻𝗱𝗰𝗿𝗮𝗳𝘁𝗲𝗱 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿 - https://lnkd.in/dg3JEGpK Country: USA Year: 2015 Brand: Barbie Page | Mattel, Inc. Agency: BBDO San Francisco Chief Creative Officer: David Lubars Production Company: Slim Executive Producer: Tom Weissferdt Senior Producer: Lisa Christman Director: Karen Cunningham Director of Photography: Jeff Cutter Edit/VFX: NO6 Editor: Andrea MacArthur Good Ads Matter 𝗶𝘀 𝘁𝗵𝗲 𝘁𝗼𝗽 𝟭% 𝗰𝗹𝘂𝗯 𝗳𝗼𝗿 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝗰𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗮𝗱𝘀 𝗮𝗻𝗱 𝗮𝗱 𝗺𝗮𝗸𝗲𝗿𝘀 𝗳𝗿𝗼𝗺 𝗮𝗿𝗼𝘂𝗻𝗱 𝘁𝗵𝗲 𝗴𝗹𝗼𝗯𝗲. 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 𝘁𝗼 𝗹𝗲𝗮𝗿𝗻 𝗶𝗻𝘃𝗮𝗹𝘂𝗮𝗯𝗹𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗹𝗲𝘀𝘀𝗼𝗻𝘀 𝗳𝗿𝗼𝗺 𝗮𝗱 𝗺𝗮𝘀𝘁𝗲𝗿𝗺𝗶𝗻𝗱𝘀 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘆! 𝗛𝗮𝗻𝗱-𝗽𝗶𝗰𝗸𝗲𝗱 𝗯𝘆 Good Ads Matter, 𝗮𝗻 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲 𝗯𝘆 Purpose Studios #Barbie #Mattel #YouCanBeAnything #ImagineThePossibilities #SocialExperiment #Aspiration #Career #MarketingStrategies #Marketing #Advertising #Branding #PurposeStudios #PursuePurpose

GAPS new ad campaign signals a new strategy with the help of Tyla. A brand revive. Better imaging, modern styling, better story telling. A focus on story telling through social- mainly You Tube. #strategy #innovation #creativity https://lnkd.in/gitbRjFQ

6 Ways Creatives Can Build Their Personal Brand When you see a plain black contour of an apple, with the right side bitten and cut out with a clean arched line, what comes to your mind? That’s right, Apple. And when you hear names like William Shakespeare, George Orwell, J.K. Rowling, and Ernest Hemingway—you quickly realize these are authors (even if you’re not a literature major). https://lnkd.in/ectbkeXT #PersonalBrand #CreativeProfessionals #BrandBuilding #BrandIdentity #SelfPromotion #Community #DigitalMarketing #Development #testimonials #Network #employers #transparent #consumer #authencity TYCOONSTORY 10Web.io WP Minds Brandfolder Mobirise

Meet Tyra, yes THE Tyra of Tyra Creative. Our amazing CEO of the company! Today we put her in the hot-seat and asked her these 5 questions… Q) How long has Tyra Creative existed for? A) Tyra Creative has been around long enough to know how to Photoshop our baby pictures to look like professional headshots. Q) What inspired you to start your own company in Marketing? A) I wanted the freedom to create without rules! I wanted to build an environment where creatives could come and be free to make crazy things and just be themselves. Q) Who is your dream client to work with? A) I'd love to work with Nike, but only if they agree to launch a new shoe line called 'Just Do It with TC. Q) What's your favorite thing to do in your job and why? A) I love brainstorming wild campaign ideas because it’s the only place where suggesting ‘crazy ideas’ can be taken seriously Q) Tell us an interesting fact about yourself! A) I was born with six fingers on one hand, so technically I've always been a little ahead when it comes to making high-fives

❓ Are Characters Important in Advertising? Whether you like her or loathe her 'Aunt Helga' from IONOS's advertising campaign is very memorable. She has become the figurehead of the company's advertising and provides a focal point for consumers to form opinions about the brand. Either way, IONOS is onto a winner. It doesn't entirely matter what your opinion is of her but what advertisers are aiming for is divisiveness. Aunt Helga is a Marmite character which is absolute gold dust for #advertisingcampaigns. 💡 The great thing about characters is that you have the option to choose between having an actor portray your focal character or design a character from scratch in the form of a #3danimation. Either way, you can explore memorable characteristics; unusual hair (like Aunt Helga), props, accents and mannerisms. Which characters in advertising have been the most memorable for you? (The Cadburys gorilla remains in my memory banks :-)) #advertisingstrategy #creativedesign #animationstudio

Once again, CalvinKlein has our attention. And it’s clear why! “The Calvin campaign is a lesson in modern marketing, a wake-up call to an industry that sometimes takes itself way too seriously.” Sometimes stripping down to the basics is what we need to do in marketing. Especially in this noisy digital age. The main thing I learn from Calvin Klein is consistency is key. They are so consistent, that consumers can focus on the, ahem, subject. 😉 Now, how many women bought their partner some new briefs in the last 2 weeks? #marketing #calvinklein

🌟 What #CPG #ConsumerProducts #brands Can Learn from Kleenex's "The Big Day" Spot 🌟 As executives in the consumer products space, we’re always on the lookout for innovative ways to connect with our audience. Kleenex's latest campaign, "The Big Day," is a masterclass in emotional #branding that can inspire us all. The narrative follows a mother and her son on his first day of school, a moment filled with poignant emotions. Kleenex expertly weaves the message of its product into the story—not just as a functional item but as a symbol of love and care. Here are some key takeaways for your marketing campaigns: 💡 Emotional Connection is Key: The essence of Kleenex’s spot lies in the relatable and heartfelt moments shared between parents and children. Craft narratives that resonate emotionally with your audience. When consumers can see themselves in your story, they form a deeper bond with your brand. 💡 Relatable Scenarios: By tapping into the universal experience of the back-to-school season, the ad evokes nostalgia and anticipation. Identify moments in your target audience’s lives that are ripe for connection. This could be seasonal events, milestones, or even everyday life challenges. 💡 Subtle Product Placement: Notice how the Kleenex pack is seamlessly integrated into the storyline, not as an advertisement but as a natural part of the narrative. Ensure your product feels like an essential element in your stories, enhancing engagement without overshadowing the emotional message. 💡 Sound Matters: The poignant cover of "Three Little Birds" amplifies the emotional weight of the scene. Music can evoke feelings and enhance storytelling. Choose soundtracks wisely to complement your visuals and overall message. *I'm not crying, you're crying* 😭 💡 Empathy as a Strategy: At its core, this campaign is about empathy. It shows understanding, not just of the characters but of the audience’s experiences and emotions. As brands, we should strive to create campaigns that reflect the challenges and joys of our customers’ lives. Let’s draw inspiration from "The Big Day" to craft marketing campaigns that don’t just sell products but also foster emotional connections. When we tell human-centered stories that resonate, we can turn prospects into loyal advocates for our brands. Keep this in mind to ensure your marketing truly speaks to the heart of your consumers. 💙 #EmotionalMarketing #Kleenex #Storytelling #Branding #MarketingStrategy #fractionalcmo -------------------------------------------------------------- I help CEOs build strong #CPG #brands, increase velocity, and scale profitably with flexible marketing leadership.