Odeon no longer wants to be beholden to the film slate and so has launched its biggest brand campaign to date. In doing so it pivots its marketing strategy away from showcasing films to selling the cinema experience. There was a titanic shift when film release windows reduced from 16 weeks to 45 days. It's forced a rethink at the top cinemas. When a movie comes to the home faster, the business has had to get better at selling the experience it provides.
"Built Like Lee" celebrates Lee's heritage, optimism and craftsmanship (the brand claims to be the first to use a zipper in jeans in the 1920s). The campaign spans connected TV, social media, in-store, influencer partnerships and out-of-home events and is the first effort produced by Lee alongside creative agency Yard. Beyond the denim itself, "Built Like Lee" spotlights the people who wear the pants - people the brand describes as future builders and go-getters.
"Today, WhatsApp announced the launch of its new US brand campaign, ' highlighting why Americans deserve better than "just okay" group chats. Starring Emmy-nominated actors Adam Scott and Adam Brody, the cinematic campaign plays out in mirrored storylines that reveal the difference between group chats that fall apart and ones that truly work."
"At Carhartt, we believe every moment, big or small, starts with dedicated people showing up and putting in the work. Made Possible is our way of honoring the tradespeople who keep the world moving. They may not always be in the spotlight, but everything we cherish and love is made possible through their hard work."
Tyler, the Creator inspires creativity in a new Instagram campaign, emphasizing the power of sharing one's art regardless of others’ opinions, utilizing snippets of user-generated content.
