The COVID-19 crisis has required the entire world to adjust, and it’s no different for marketers and advertising agencies. The marketing ecosystem, including ourselves, was created to change, to adjust to a craft that reinvents itself every now and then. So we are all pushing forward. We are helping communities heal and cope. Reassuring the audience of the brands’ support. Fighting the misinformation war. Yes, isolation is forcing us all to work differently and imposing big limitations to how we can get the work done. But creativity is a powerful thing, and it helps us find new ways to play our part.
Here are a few examples of recent work created since this crisis began:
"EMPTY STREETS" FOR MINI
In 2019, we filmed a global TV commercial for MINI in which the musician Labrinth drove a MINI Countryman through completely empty streets while singing a new version of Cole Porter’s classic song “Don’t Fence Me In,” as a new interpretation of the “space” the car provides. In 2020, to show appreciation for the thousands of essential workers going to work on behalf of all of us, we re-edited the footage with a “Thank you” message for those driving on the empty streets today. From idea to launch: 5 days.
"YOUR GYM MISSES YOU" FOR MICHELOB ULTRA
Small businesses are hurting, and this includes small gyms across the country. Since these gyms are the roots of the fitness world that Michelob ULTRA has always supported, the brand had to do something. From brief to launch: 15 days.
"ALONE TOGETHER" FOR THE AD COUNCIL
While healthcare professionals put themselves at risk in hospitals everywhere, the marketing community united behind the Ad Council to help fight the information side of the battle. Hence, “Alone Together,” an educational campaign focused on clarifying exactly what staying at home should be. From brief to launch: 5 days.
"STRENGTH AND STABILITY" FOR FIFTH THIRD BANK
Behind hospitals, pharmacies and grocery stores, banks are essential in these times. It’s important for people to know that their money is safe and they have access to it. Fifth Third Bank has been an institution in the Midwest for over 160 years. Through good times and bad, they’ve been a part of the community and wanted to reassure their customers and employees that this will never change. From idea to launch: 8 days.
“THE LONG DRIVE” FOR MINI
To help people cope with the need to stay at home, MINI launched a soothing, slow video of a long drive in many different places, similar to the popular yule log video during the holidays, but for those craving driving around. By mixing old MINI footage and found videos, we had it done fast and inexpensively, from idea to launch: 12 days.
“MONUMENT REENACTMENT” FOR THE CENTRAL PARK CONSERVANCY
Pereira O’Dell’s own team jumped in to kick-start this social media campaign, asking people to reenact Central Park’s monuments from wherever they are sheltering. Some pictures are cute, some awkward, some funny. But all are a testament to the love that the city has for one of its most cherished (and missed) icons. From idea to launch: 12 days.
“THE CHEESECAKE YOU LOVE, FROM THE SAFETY OF YOUR HOME” FROM THE CHEESECAKE FACTORY
America’s most beloved restaurant and our oldest client had to dramatically change their operations to deal with this crisis as municipalities across the country no longer allowed full-service dining. Their sharp pivot to their off-premise service was matched on our side by a shift in strategy and social content that focused on reassuring the guests that they are open and able to provide them with their favorite comfort foods in the safety of their homes. We also implemented a crisis monitoring plan to track overall sentiment and brand health. We then increased community management to address the questions and concerns of the brand's customers. From brief to launch: 5 days.
“The philosophical cornerstone of the agency has always been this idea of ‘If advertising were being invented right now, how would we do this?’” said PJ Pereira, Creative Chairman. “A few weeks ago, the answer to this question took an entirely new spin.”
“We are operating differently. Faster, more nimble, more focused than ever. But the essence is still the same: using the power of creativity to solve problems for our clients.” said Andrew O'Dell, CEO.