Ketchup 009: Meta’est Campaign Ever, Icelandverse, Giftnosis, Vegan Cannibal Steakhouse, UnF**k It, MTV Rebrand

+ Oatly Department of Mind Control, Quality Meats, Cramer-Krasselt, Arnold Worldwide, ILOVEDUST, Liquid Death, SS+K, BBH New York, DIA Studio, Anomaly LA and NOMINT

Welcome to this month’s advertising catch up with Ketchup, a once-a-month roundup of creative that got me excited. If you like this type of thing, subscribe.

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“I could be risking my career by doing this,” says Jack Constantine, CDO of Lush. “And you can’t deny there’s a commercial risk, but we’re prioritising people over profit.” (Vogue Business)

The cosmetics company Lush is quitting the social media top four – Facebook, Instagram, Tiktok, and Snapchat – to fight for a happier future. The cult-like brand rolled out its Global Anti-Social Media Policy as a response to the latest mental health findings. In an effort to uphold their ethos, they are hitting delete and refresh on the way they connect with their fans. 

Lush’s anti-social strategy is bold and inspiring, but will it motivate other brands to do better?

Or is it all just a stunt? 

While some brands like Bottega Veneta have removed themselves entirely, others are using delete stunts to get PR headlines. Recently Jay-Z had an Insta moment with his first and last post on social media to drive buzz around his new Netflix film "The Harder They Fall," a move Taylor Swift also pulled in 2017 for her album Reputation.

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Fork: (Campaigns) 

• Icelandverse by SS+K – Mercilessly trolls Facebook’s new Meta-verse pitch.

• Meta’est Campaign Ever by Oatly Department of Mind Control – The Swedish oat milk brands in-house team does it again with their bizarrely clever lo-fi ad.

• UnF**k It by YouTube Presents – A month of ideas, action, and four original shows to help heal the planet. 

• Reflections by Quality Meats – A PSA that encourages men to get the vaccine to protect their manhood.  

• Google Presents Black-Owned Friday by BBH New York – Gives individual small businesses a special focus with this beautiful film feat. T-Pain and Normani.

• Vegan Cannibal Steakhouse by Liquid Death – 100% plant-based, cruelty-free human meat. Yes, you read that right. 

• Giftnosis by Wieden+Kennedy – Camden Town Brewery releases its first ad campaign to hypnotize bad gift-givers for Christmas.

• Dangerous by Anomaly LA – The king of cold cuts Tony Bolognavich played by Brad Garrett continues to humor us for Jimmy John’s.

• Swipe Night by 72andSunny – Tinder’s Emmy-nominated interactive experience is back to connecting couples via a whodunit.

• We can’t negotiate the melting point of ice by NOMINT – To highlight the urgency of climate change they let ice melt, literally. 

• MTV brand identity by Loyalkaspar – Remasters the iconic logo for the small screen. 

• Mailchimp motion identity by DIA Studio – Scales out the inbox brand for digital. 

Knife: (Drops)

• Miami Mashup Collection by ILOVEDUST– One jersey with over 5,000 remixed versions to remind fans of the decades of heat. 

• Crypto.com Arena – On Christmas day the Los Angeles Staples Center will be changing its name to Crypto dot com for the next 22 years.  

• Gerry’s Partisan Pizza by Mischief – With RepresentUs, educates locals on Texas’ sketchy gerrymandering by restricting pizza delivery.  

• Dr. Rick Will See You Now by Arnold Worldwide  – Progressive drops a self-help book ahead of the holidays to help millennials not become their parents. 

• Tropicana Toothpaste by Cramer-Krasselt – Developed a toothpaste for maximum OJ flavor protection. 

• Tiffany & Co. x Supreme – As a follow-up to Tiffany’s “Not Your Mother’s Tiffany” campaign the lux jeweler slaps a Supreme logo on its silver to stay relevant.

• Reese's Thanksgiving Pie by Hershey Co. – Redefines what a pie is with this instant sell-out of the “largest Reese's Peanut Butter Cup ever” at 3.4lbs. 

• NIKELAND x Roblox – Nike creates a world where sports have no rules.

• Wheel of Time by Amazon Prime – Drops a fantastical anamorphic billboard.

• Bravo Virtual Bazaar by NBCU – AR shopping experience for your favorite shows.

Spoon: (Resources) 

• DaDa Projects – New female-led 3D studio challenging diversity in digital design.

• 2022 Graphic Design Trends – Motion, energized chaos, & self-prioritization

• Net Net Synergy by Matt Prince – Marketing, brand, and PR mentorship aid. 

• Rest in Peace Virgil Abloh – Creative legend of Louis Vuitton and founder of Off-White dies at 41.

• Drink Champs Interview Kanye West – Ye breaks down his current creative mindset & journey. 

• D&AD Creative Briefs – Practice with real briefs. 

• @DamienHirst – A British contemporary artist behind Drake’s album Certified Lover Boy.

• @girlbosstown – Gives legit PR advice to brands on TikTok.

• Audacity in Advertising Awards by SNL – You can’t not agree. 

• 12ft Ladder – Removes all paywalls with this browser extension. 

& that’s the sauce!

🧨💣 🧨

– KK

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