Millennials want to feel like they're making a difference in the world, donating to worthy causes or buying responsibly made products. But it never hurts to give them something in return for their money and time.
Wieden + Kennedy, Amsterdam
Nike is weighing in on the Greek economic crisis with a haunting new ad featuring four competitive athletes from the debt-stricken country. It's a visually arresting piece, set in desolate venues from the 2004 Athens Olympics—expensive projects that have fallen into disrepair, becoming symbols of short-sighted government overspending in the years leading up to the nation's current predicament. In the ad, swimmer Eleni Hatzimitrou, Paralympic runner Michalis Seitis, NBA player Giannis Antetokounmpo and pole vaulter Nikoleta Kyriakopulou prepare to ply their craft. A voiceover, delivered in Greek, spits defiance as the tension builds. "We will not be defined by circumstance," read the English captions. "We will not be undone by what is broken. We are more than our surroundings. We are the makers of our fate." The athletes take off as lightning crackles in the background and war drums beat with enough drama for a high-budget Hollywood movie based on an ancient Greek myth.
For decades, athletes saw emotional vulnerability as something to be shunned, a personal shortcoming that must be internalized and kept out of the limelight at all costs. Competitors seemed to hatch into life as fully formed adults—stoic, hardened and almost inhuman in their single-minded fortitude.
Two guys—one Irish, one Polish—wake up handcuffed to each other on a remote island in the Philippines. No, it’s not the start of a bad joke. It’s actually a new ad for Heineken launching today.
If you ever run across a marketer offering you an impromptu adventure overseas, you might first want to clarify whether it will entail you being kidnapped by clowns and dropped from an airplane. That was the terrifying fate of South African graphic designer Clint Jacobs, the final latest of four participants in Heineken's "Dropped" campaign from Wieden + Kennedy, Amsterdam. As you may have guessed, the campaign (which got a lot of buzz from the related Departure Roulette stunt in JFK) literally drops real people into remote destinations to film their adventures. In the campaign's last installment, a group of Heineklowns tosses the affable Jacobs into rural Poland and makes him hitchhike and tandem-bike his way to Germany, where he must host his own circus. This seems like the sort of proposition you'd have to be drunk to accept, so it works as a long-form beer commercial even if it seems like a total non sequitur. Watch how the story plays out after the jump.