This document provides summaries of 25 marketing campaigns from February 2016. Some key campaigns summarized include Kit Kat creating hologram messages for students, Mattel redesigning Barbie dolls to represent more body types, Microsoft promoting its Hololens technology for the Super Bowl, and Budweiser updating its visual identity while keeping its core branding elements. Many campaigns used innovative digital technologies, interactive experiences, or humor to creatively promote brands and products.

1. a month
of ideas#February 2016
#BRANDUNIONPARIS
…

2. 2
A CHIC SPORTS
Björn Borg is one of the most famous tennismen of the
80s. He created, years ago, a sportswear brand. His
last collection called "Sport Couture" is for the season
spring-summer. Its new clothing line is very different
from others with its retro-chic-minimalist style.
With this capsule collection, comes a high price
strategy and a high-end sport positioning. This
creative campaign transforms the brand into a
eccentric and definitively trendy one. Smart !
Björn Borg – Sport Couture
http://bit.ly/29BF5jX
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

3. 3
LOVE BY HOLOGRAMS
In Japan, students are subject to a strong pressure
when it comes to preparing their exams. Kit Kat
decided to help them through this difficult period.
Thanks to JWT, the brand organized a funny
operation: families have the possibility to send to
students a "Kit Mail Hologram". This hologram
contains a Kit Kat but also a transparent pyramid and
a QR code. By scanning it with their smartphone and
placing the pyramid upside down on the
smartphone screen, students can then view a
hologram of the J-Pop group DISH .
A very original idea that strengthen the brand
positioning around the break time and creates a
strong link between the brand and its customers. To
remember!
Kit Kat – Kit Mail hologram
http://bit.ly/20qR8Si
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

4. 4
ALL SHAPES AND SIZES
Mattel, decided to make a big change: reinvent
Barbie, its iconic doll. Now, there will be all sorts of
dolls: small and tall ones or thin and curvy ones.
These dolls will represent more realistic
morphologies.
This change is very strategic. In deed, this marketing
operation is a way to widen its products range for at
the end boost the sales.
Barbie – The Evolution of Barbie
http://bit.ly/1SYpXey
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

5. 5
SEE BIGGER
For the SuperBowl, Microsoft communicated to the
general public about Hololens. It is the first mobile
holographic computer which allows to display on
augmented reality integrated contents to various
media. Thanks to a swinging music, the brand shows
to people what could look like a finale of the
championship of American football if it was
equipped with this revolutionary helmet.
Thanks to this operation, Microsoft creates a real
interactive experience. It also allows brand to
distinguish itself from its competitors in an
innovative way.
Microsoft – Imagine the future for NFL fans
http://bit.ly/1W8Q3PX
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

6. 6
BOW TIE, OBLIGATORILY
The King of Beers is totally changing of visual
identity: logo, font, packaging. This whole change of
design is very specific because, for the first time, the
same pack will be sold on all the markets where the
beer is implemented. However, the brand keeps its
main assets: the red colour and the bow tie.
Budweiser makes a very consistent change which
allows the brand to capitalize on its legacy but
reflects also a more modern image. That evolution is
strategic too because it surfs on a strong trend: the
resurgence of craft beers.
Budweiser – New visual identity
http://bit.ly/1T1cN3s
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

7. 7
RUN FORREST RUN!
In US, the start-up Smartbe, created a true premium
connected stroller. This stroller has lots of
functionalities: warm the bottle of your baby, sing a
lullaby, watch him/her thanks to a board camera and
you can even go on jogging while offering a walk to
your baby.
This advanced form of stroller can become the
favourite accessory of parents. The only limit is its
price because for the "bottom range" stroller you will
have to pay a large sum of money: 300$ if its
funding on Indiegogo is successful.
Smartbe – Connected stroller
http://bit.ly/1SNENlQ
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

8. 8
LIKE A BABY
As we all know today, the trendy colours of 2016 are
Pantones: « Rose Quartz » and« Serenity ».According
to the executive manager of the brand, the two
colours balance themselves to reflect peace and
order.
The designer Zkay Yong, created several models of
Air Force Nike with its two pantones. To use
Pantones is more and more trendy nowadays, even
in sectors we can not imagine…
Nike – New Nike Air Force
http://bit.ly/1Qvng2l
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

9. 9
"TOUCH" MY BODY!
Deadpool was a movie launched for Valentines' day.
Ryan Reynolds, the main character of the movie,
made the promotion of it in videos broadcasted on
Youtube. He took the occasion to heightens
awareness around testicular cancer. With an humour
very "deadpoolien" the actor, asked us to check
ourselves in order to detect any anomalies.
The marketing strategy developed by Fox is very
smart because it uses the notoriety of Ryan Reynolds
to reach its target audience: males between 15 and
35, which are in deed more affected by this type of
cancer. How to kill two birds with one stone?
Deadpool – Touch Yourself tonight
http://bit.ly/1SMidNJ
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

10. 10
MIRROR, TELL ME WHO IS THE MOST
BEAUTIFUL?
In US, Max Braun is one of the engineers of Google
teams. He created "Smart Mirror" a connected
mirror. It displays several information as the time like
the date or the weather.
This mirror is, for now, only at a prototype stage. It
will integrate new features as calendar and emails.
This invention says a lot on the Internet of Things
future…
Smart Mirror
http://bit.ly/1mnCUCg
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

11. 11
A RAICE AGAINST THE CLOCK
Lexus, in Canada, proposed an interesting operation:
a gastronomic restaurant at the top of the ski trails.
The main idea was to order a meal before the
ascension in car and to grape it after a veritable
obstacle course.
This whole campaign has clearly a demonstrative
goal around the adherence of the brand's tires on a
winter ground. It is a smart way too to amuse
consumers.
Lexus – Lexus AWS Thru
http://bit.ly/1X8p2Lm
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

12. 12
SHOP & DATE
To be single among so many others can be really
hard. It is especially true in Stockholm, where 69% of
the population is single. The mall Mood Stockholm
find a idea to make both its promotion and solve this
problem of celibacy. The mall recruited 4 singles and
took picture of them in order to display them on
billboards on the subway.
This campaign was very effective. First, for the mall
with an increase of 15% in sales, then for the singles
too because their profiles were visible much longer
than on the app.
Mood Stockholm – Mood Höstkampanj 2015 Case
http://bit.ly/1W8QqKy
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

13. 13
KNOCK KNOCK KNOCK
In New-York, Oreo made a very original promotion of
its new flavours of cookies. The brand installed a
garage in the street. Passer-by were invited to open
the gate. They activated a switch and received a new
tested-flavour and a small surprise.
This whole operation is completely reinventing the
way to make sampling outside a store. It is smart too
because it increases store traffic around new
products which will be launched only in a few weeks.
Oreo – Oreo Wonder Vault
http://bit.ly/20GicNB
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

14. 14
REALITY: ONLY A CONCEPT?
Prada made a look book very original fort its new
spring/summer collection. "Real fantasies", is an on-
going series for the label, which interprets its
collection through artistic film. This video is totally
paradoxical: both surreal, conceptual and anchored
in the reality.
This look book is an "intriguing and surprising
proposition for both customers and whole fashion
world,” Ms Szubrycht said. Globally, we can see that
digital revolutionized the way fashion brands
communicate through their look books.
Prada – Prada Real fantasies Spring/Summer 2016
http://bit.ly/29v9XOy
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

15. 15
IN HIS SHOES…
Air Jordan, for the Chicago Bulls' hero, opened a
flagship in Hong-Kong. It is the first shop of the
brand on the Asian continent. It is surely the most
impressive one. In deed, we can discover, on store,
the chronology of Jordan's sneakers through an
exhibition and also all the key moments of Michael
Jordan's career.
This brand wins more and more freedom with
respect to Nike and reaches a target more specific
than its umbrella brand. In deed, the brand positions
itself as a major actor of basketball culture.
Air Jordan – New flagship
http://bit.ly/29CUfoj
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

16. 16
A FOOL'S GAME?
In Spain, Bodega Ramón Ramos, a brand of wine,
made very original packaging. The brand made 9
bottles of wine and played with the colours codes
and the numbers of pool game. It was a simple idea
but very easy to set up.
It is a strategic idea because it perfectly matches
with the target audience. In deed, this exclusive
range is only commercialized in bars and casinos.
Montetoro – Montetoro Billiards Edition
http://bit.ly/1Rj7KJi
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

17. 17
LOOK AT THE BIG PICTURE
Gravity is very cool with the band Ok Go. They made
the promotion of their new song in a very eccentric
way. In deed, they challenged the laws of gravity by
singing in a plane in a clip during 3mn20. For that,
they practiced in the Russian Space Centre of
Roscomos.
Here, these artists prove their abilities to challenge
creative limits on what can be done during the
length of a song.
Ok Go – Upside down & Inside out
http://bit.ly/1Tj8f6d
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

18. 18
SING & TWEEEEEET
Bose made a special operation for SuperBowl. The
brand invited Twitter users to send a message with
the hashtags #LetsHearIt or #LetsHearItPanthers.
Then singers took these tweets to create very short
songs in order to increase the pressure before the
match.
Bose made its promotion very smartly by creating
suspense. This operation also allows the brand to
build commitment from its audience. A further
evidence of the success of real time advertising?
Bose – Bose Fan Tracks
http://bit.ly/29zah0Y
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

19. 19
LOVE IN PIECES
For Valentine's day, Ikea created, with Buzzman, a
contest to win a lovkit. This box contains a recipe,
ingredients and all the utensils needed to cook a
special dessert for your partner. The boxes have
even little nicknames as "Jtaïme", or "Möncoeur ".
A relevant idea to make both its promotion and to
pursue its diversification strategy. Fun!
IKEA – Lovkit
http://bit.ly/1QKwTuc
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

20. 20
THE "POPPING" OF SUCCESS
Nina Ricci, one of the most beautiful success in
perfumery, celebrated its 10th anniversary. For the
occasion, the brand created a digital pop party. In
addition to this film, cybernauts were invited to post
a profile picture with the famous confetti. The
luckiest of them will win exceptional gifts.
This whole operation is very relevant in the view of
the objectives of visibility and commitment set. A
birthday celebrated with great ceremony in colours
and joy.
Nina Ricci – Digital pop party
http://bit.ly/29z9MEh
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

21. 21
TO EAT: THE END OF HUNGER
In Australia, the Hunger Project, with the help of
McCann, chooses to use the love of Australians for
good food. This campaign, invites all the food lovers
to book a table in the best restaurants of the country
via eBay. It lasts until the end of March.
There are two main advantages of this campaign.
The first one, is that by participating in the auction,
the Internet users have the guarantee to have a table
within the week. The second one, is that all the
profits made with this operation will be donated to
the Hunger Project with the objective to stop world
hunger by 2030.
Hunger project – A table to end hunger
http://bit.ly/2a290iX
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

22. 22
THE WRONG SIDE OF LIFE
Orange, with Marcel, made a whole campaign based
on the Murphy law. It gives several spots where the
brand proves during comical situations that it is the
element that saves the hero from bad issues.
With this operation Orange demonstrates, with
humour, the efficiency if its service. The use of
Murphy law brings a scientific aspect that is really
the cherry on the cake!
Orange – The Murphy law-The 4G in ski stations
http://bit.ly/1SLBcJv
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

23. 23
MUSIC IS WHERE YOU COME FROM
Coors Light, a brand of beers, created playlists of
music according to the New York neighbourhoods.
Hence you can hear Union Square or Chelsea music.
The system is simple: find a LinkNYC kiosk with the
brand Coors Light. Then use Shazam to listen the
music and you will be able to broadcast the mix of
this neighbourhood.
This whole operation is very beneficial for both
consumers who can listen funny music and the
brand because its expands its notoriety enormously.
Music, always a good recipe to commit consumers!
Coors light – Musical sidewalk experience
http://bit.ly/29yLFXx
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

24. 24
20,000 LEAGUES UNDER THE SEA
You want an extraordinary cultural trip? That is what
the Atlantico Museum is offering you with its
exhibition under the sea in the Canary in Spain. The
British artist will exhibit his 300 sculptures this
summer. His work is only composed of marine
equipment with a neutral PH. In deed, he wants to
create a artificial reef in order to preserve marine
biodiversity.
This exhibition is the first of its kind. It is a very
interesting operation because the artist's work is
both green and very actual. Art, an efficient way to
convey a message?
Jason de Caires Taylor – Atlantico Museum
http://bit.ly/1QpfOUL
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

25. 25
HAPPY NEW YEAR!
For Chinese New Year, Paris Airport, created a 100%
digital experience. In deed, they invented, « Paris is
our gift » an app specifically dedicated for Chinese
tourists. The main objective of this app is simple: the
more you visit, the more you will unlock gifts and
discount codes in the duty free airport.
Paris Airport made a very smart operation because
normally airports are only transit areas. Thanks to
this new app, the duty free is now a real shopping
place. It will increase too the tourism in Paris. It's a
win-win action!
Paris airport – Paris is our gift
http://bit.ly/29zaotB
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

26. 26
SPRING IS COMING…
With the arrival of good weather, thanks to Burger
King, in New-Zealand, your garden will be the new
place to be. In deed, the brand created a whole kit to
make burgers with a barbecue.
It is an other initiative from the famous fast-food
brand that strengthens its positioning around
conviviality, fun and humour.
Burger King – Backyard
http://bit.ly/1LagWct
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

27. 27
SPORT IS ART
Adidas made a new campaign « Here to create ».
This campaign, honours influential and sportswomen
as the DJ Hannah Bronfman, or the tennis star
Caroline Wozniacki. The brand highlights the
creativity of athletes that push their boundaries by
making innovative sport exercises.
Adidas, with this new image campaign is stepping
on Nike's toes. In deed, major sports equipment are
multiplying advertising targeting women because
they represent a big growth driver.
Adidas – Here to create
http://bit.ly/29rltzj
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

28. 28
A CULINARY TRAVEL
Mulaté, a brand of chocolate, has a new series of
packaging. The designer Gediminas Siaulys of
PetPunk Lab created five very beautiful visual. Each
one, represents an animal in a luxuriant and exotic
environment.
These packaging received the 2015 London price of
Chocolate Academy for the most beautiful chocolate
bars 'packaging.
Mulaté – New packaging
http://bit.ly/1HojNko
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

29. 29
TAKE IT OR LEAVE IT
The famous store chain Macy's, created a new form
of fitting room in California. In deed, the person,
without leaving the room, can ask to receive directly
a product or a new size into its cabin. At the end of
its fittings, the customer has only to deposit the
products that it won't take.
New technologies will revolutionize the future of
retail. In deed, what Macy's invented could lead to a
total transformation of points of sales into
showrooms with additional services like a
hairdresser. Smart!
Macy's – Whoosh Fitting rooms
http://bit.ly/1To0SvJ
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

30. 30
MR WOLF!
The New York Presbyterian Hospital conducted an
advertising campaign with the help of the illustrator
Noma Bar. The spot evokes cancer and treatments to
fight this disease as immunotherapy. This treatment
is precisely the speciality of the hospital.
This very graphic and original spot is a simply way to
convey complex concepts. It also helps to show the
expertise of the hospital. Design in service of health?
Noma Bar – New York Presbyterian unmasking a killer
http://bit.ly/29y2mQ4
BRAND UNION PARIS – A MONTH OF IDEAS – FEBRUARY 2016

31. THANK YOU
#SEEYOUNEXTMONTH
#BRANDUNIONPARIS