Ketchup 017: That’s Money, Never Done Evolving, Stupid or Genius
+ pgLang, AKQA, MONO, Johannes Leonardo, Red Antler, Wieden+Kennedy NY, Collins, Mrs&Mr...more
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!
In all our years of Facebook, the imaginable has finally happened, the birth of a new viral social media platform: BeReal.
BeReal is the antidote to social media fakery, or so we think. It’s an in-the-moment picture app that gives users two minutes to snap an image on the go a.k.a them being real. Daily, users will be randomly notified when it's time to take the image, and only after they’ve snapped will they be able to view their friend's fresh photos. It’s an incredibly simple experience with no filters, limited UX, and only positive emojis. As of July ’22, this sans Facetune app has been downloaded more than 20 million times.
So inevitably brands are chasing it. BeReal doesn’t allow formal advertising, but that doesn’t mean social media managers aren’t getting savvy to bring
real brand moments to followers' feeds.
Take Chipolte, who joined back in April, has found a smart hack for generating in-app and brick n mortar engagement by uploading promo codes that they boast are redeemed within 1-minute of being posted. Makeup brand Saie used BeReal to leak a new product that fans could only get their hands on if they saw it in the moment (on the app). Lastly, 'Scream 6' a Paramount movie has been showing behind the scenes with celebs to drum up excitement for its 2023 release.
For experimental brands, the lure and effort on an emerging platform make sense because being first to a platform is newsworthy. Brand Y does the first-ever activation on platform X.
While it’s only a matter of time before this platform naturally becomes saturated with inauthenticity, its success with Gen Z is tracking with other unfiltered trends like TikTok, Photobooth images, and the return of Tumblr.
For those who want to stick to something familiar, social media platforms like Meta and Snapchat are scrambling to replicate the mechanics of BeReal so brands can finally “be real” on their feeds.
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That’s Money by pgLang – As part of Cash App’s ongoing campaign, Kendrick Lamar translates financial jargon and the benefits of “slow money” from billionaire investor Ray Dalio to comedian ExavierTV.
The New Rules of the Game by MONO – For Bumble, created a sports-themed campaign highlighting their safety tools that put women in charge of their dating journey.
Never Done Evolving by AKQA – For Nike’s 50th anniversary, 1990 Grand Slam winner Serena Williams went up against 2017’s record-breaking Grand Slam winner… you guessed it Serena Williams with AI to prove the champ's athletic evolution.
Vote No by Kansans for Constitutional Freedom – In the first ballot referendum since Roe v. Wade was overturned, this TV ad helped successfully keep abortion rights legal in Kansas.
OOO by Surreal – The healthy cereal brand let its finance, operations, and accounts team fills in for its designer when they took their summer PTO.
Let Your Mayo Freak Flag Fly by Wieden+Kennedy NY – Warns mayo haters to look away.
Stupid or Genius by Johannes Leonardo – Has some serious stupid fun with Oscar Mayer’s ‘Keep It Oscar’ summer spots.
The Dating App Designed to Be Deleted by Red Antler – As a continuation of their 2019 campaign, has Hinge (a cute fury character) joyfully kill himself in unexpected ways when you finally find the one.
Miquela x PacSun – '90s retailer Pacsun holds on to Gen Z for dear life by signing “the queen of the metaverse” as their new spokesperson, @miquela, a forever 19-year-old virtual influencer who has made it cool to be fake with 3M followers.
Ketchup or Makeup by MSCHF x Fenty Beauty – Asked the question no one has ever asked, is that lipstick or ketchup?
Tabasco rebrand by Mrs&Mr – Gives the iconic sauce brand a lively new refresh.
Taco Bell Rewards by David Ayllon – Shares his branding evolution for TB’s latest loyalty design.
Girl Scouts rebrand by Collins – Gives the legacy brand a bold new look by focusing on punching up its colors, mission, and Trefoil.
Frockups by Wytze Hoogslag – *Free* fucked up realistic mockups!
Noah Camp – Known for his ‘90s themes, has next-level 3D lettering and animations.
Deck of Brilliance By Juggi Ramakrishnan and Todd McCracken – Helps structure storylines for script writing.
Citizens "Old+New" – Dropped new heavy metal handwritten fonts.
Blockchain for a better planet by Renee Fleck – Discusses why blockchain sustainability matters.
@title.type by Wyatt Welles – Identifies movie typography in case you were wondering.
@wnzldnl – Showcases his typography and generative processes.
11 UK Branding Agencies to Check Out Right Now – Jolyon Varley Co-Founder of OK COOL shares who he’s been following.
Here and Now – Creative agency for female-led brands.
BLAC Internship Program – An internship program designed to bring more young Black people into advertising.
& that’s the sauce.