This is an extract from The Drum’s A Week in Creative email briefing. You can subscribe to it here if you’d like it in your inbox once a week.
Welcome to ’A Week in Creative’, a handpicked selection of the most interesting campaigns to come out of The Drum’s Creative Works in the past week. If this list doesn’t quench your creative thirst, then please visit our ’A Week in Creative’ hub.
Let’s get vaccinated
The mRNA1273-COVID-19 vaccine set a record time by reaching trials in only 69 days – a historic win for science. Now that it has been approved, its time for the US to get vaccinated, as quick as it can, to overcome the devastating pandemic.
To inspire confidence in Americans, an alliance of healthcare associations alongside Pfizer and BioNtech enlisted the help of Mischief @ No Fixed Address to devise a series of PSAs.
‘Because of This’ resurfaces intimate, interpersonal footage that the agency found online. Covering hugs, playdates, goodbyes and baby announcements, the campaign shows the simple things we took for granted, to hit home what the pandemic has taken away from Americans, and how the vaccine can give them back.
New military tactics
While previous iterations of its ‘This Is Belonging’ series, developed by Karmarama, have gone after ’Snowflakes’ ’me me millennials’ and ’gym monkeys’ and ’binge drinkers’ as potential recruits, this year the army has taken a more serious and open approach to its annual recruitment push, returned with a critical message about failure.
Unlikely to provoke criticism, while ‘Fail. Learn. Win.‘ still sits broadly in the same sphere as previous chapters, it offers a more serious and open approach to recruitment this year. However, if retention figures don‘t improve, it will be difficult for the Army to keep insisting this is the right approach to take.
A hot new look
Since 1954, Burger King has encouraged its guests to ’Have it Your Way’ and confidently celebrate self-expression.
Now, the brand is making a leap forward by introducing a completely new visual design that will be present throughout all touchpoints of the guest experience. Inspired by real and delicious food, the more modern look marks the first complete rebrand in over 20 years and will more authentically represent Burger King values.
The Met ‘Unframed’
With access to the Metropolitan Museum of Art extremely limited, the museum has opened an immersive virtual art and gaming experience, with enhancements powered by Verizon 5G Ultra Wideband.
It features more than a dozen one-of-a-kind digitally rendered galleries and nearly 50 works of art from across The Met's vast collection. Using their phones, online visitors can explore digital galleries and play games that unlock AR versions of the art on view that can then be displayed virtually at home.
Internet of things for dummies
Notoriously hard to comprehend, the internet of things (IoT) is an enigma for many. To make its benefits easier for people to understand, Vodafone has launched its new campaign called ‘Let’s talk IoT’ – a digital and print campaign for the business community.
It uses an unexpectedly human approach, aiming to inspire businesses to adopt IoT to help navigate the changes caused by the Covid-19 pandemic and beyond.
This is just the tip of the iceberg, so if this dose of creativity leaves you thirsty for more, please drop in at The Drum’s Creative Works – the home of creative from all around the globe. You can also subscribe to The Drum’s creative newsletter or browse our round-up here.?