MAGnet #43 24/03/22

Magnet #43

   
This week we’re highlighting some international campaigns, and the power of OOH.

Enjoy.

Campaigns:

 To start this week off, we’d like to shine a light on this stunning international  campaign we’re running with a footwear and fashion brand across Europe. The creative below is in Warsaw:

The power of OOH

In 2019, Mayor of London Sadiq Khan introduced a ban on junk food products being advertised on TFL lines in an attempt to battle child obesity. Following on from this, HFSS (high in fat, salt and sugar) food groups have seen a huge decline. Since the ban was brought in, households have brought 1,000 less calories across HFSS products. If we view this through the lense of a case study, it’s quite clear that the lack of junk food advertising in London can be directly related to this household decline of buying it. This is a testament then, to just how powerful OOH advertising is.

Campaigns:

Evri, the new name and brand for Hermes- the UK's largest dedicated parcel delivery company, unveiled its new identity and accompanying advertising campaign to launch the brand. The launch of the new Evri brand sees the company’s first ever TV advertising campaign and it  represents the ongoing transformation of Hermes UK – a business that has tripled in size over the last five years. It now delivers more than 700m parcels for 80% of the UK’s top retailers - fulfilling the demands of evolving shopping habits and continuing to revolutionise UK retail.

The multi-million pound campaign launches with a 30” hero film directed by Bafta nominee Charlotte Regan called ‘New Arrival’ created by VCCP London. The creative is centred around the relationship delivery drivers build with their customers. The TV spot will debut during Gogglebox and Coronation Street and follows the story of an expectant mother and her husband as they journey towards the birth of their child and beyond, setting out to remind the nation how personal the relationship is between delivery drivers and their customers, aiming to inject emotion into the delivery service category and show that there is love and care in each parcel. The relationship builds throughout the film and wraps up with the brand line ‘Evri delivery made for you’.