Heineken and Dracula
The new decade got off to a strong start with a number of eye-catching and attention-grabbing creative campaigns launching throughout January. From Ben & Jerry’s brand partnership with Netflix, to Amazon rebranding Piccadilly Circus, and Burger King offering the Duke of Sussex a new job, the month was awash with great ideas. Our favourites though, include a spooky billboard and an advent calendar perfect for those off the booze.
Heineken does Dry January
The New Year often brings resolutions and vows to un-do the damage of overindulgence after a busy festive season the month before. The term ‘Dry January’ was first coined in 2013 and since then, the challenge has been a staple for many people. For 2020, Heineken launched a campaign designed to make the month easier for those laying off the booze. The company released ‘The Dry January Pack’ – a 31-day advent calendar full of alcohol-free beer. Perfect for anyone missing having a drink.
Why we like it: January can be a tough month for an alcoholic drinks brand after the boom of Christmas. By tapping into a trend, the beer company was able to promote an existing product to a new audience.
BBC gets cosy with Dracula
To launch its new adaptation of Dracula, the BBC commissioned a billboard made of stakes, recognisable as the only weapon to kill a vampire with. What was different about this billboard though, is that at night it revealed a fanged silhouette perfect for capturing the attention of passers-by. A time-lapse of the effective design was uploaded to BBC One’s Twitter the day before the show aired and received thousands of interactions.
Why we like it: This campaign is the perfect demonstration of a simple concept making a big impact. By utilising social media, the innovative idea made easily-sharable content that consumers could engage with and share – maximising the impact of the billboard and increasing awareness of the programme.