A-List: TBWA Chiat Day L.A.
Refreshing the marketing playbookPublished: Jan 21, 2011
For TBWA/Chiat Day/Los Angeles, 2010 was a year of breaking new ground – whether launching the Apple iPad, Nissan's electric car or, in an unprecedented and risky move, pulling Pepsi out of the Super Bowl to re-engage with a younger generation.
Pepsi's Refresh Project was perhaps the agency's most impressive achievement. Bypassing the Super Bowl , Pepsi instead invested its $20m spend in a massive digital project embracing both social media and social responsibility. People were asked to apply online for grants to make the world a better place; consumers then voted on the ideas and Pepsi made the donations. As well as 3 billion media impressions and 51 million votes cast, Refresh garnered nationwide headlines; Pepsi became the second most-discussed brand in the run-up to Super Bowl, despite not taking part. The project will roll out worldwide this year, and although yet to make a significant difference to market share, it is said to have gained Pepsi ground at grassroots level.
'We're all fans', for the Grammys, was another success story for a brand set on reinvention. The music industry awards were increasingly seen as uncool, but a series of spots visualizing fans' comments, opinions and videos from social media resulted in a 35% increase in year-on-year viewing and the biggest Grammys audience for a decade. Lady Gaga even tweeted about the work.
The launch campaign for Nissan's Leaf– the first 100% electric car brand – also generated headlines. Positioning the Leaf as not just a new car but the new car, the agency successfully captured the public imagination with a spot managing to combine cute and green - a polar bear wandering from the Arctic to the American suburbs and eventually hugging a Leaf owner. Within 3 months, Nissan had sold out of all 20,000 Leafs without any cars having left the factory.
Other creative highlights included a third season of Gatorade's branded content initiative Replay– this time featuring two Chicago basketball teams. Replay netted the agency two Grand Prix trophies at Cannes, and was the most awarded campaign at the Festival. And, in a year lacking great single spots, a widely-admired commercial for video game Call of Duty; Black Ops mingled ordinary people with gun-toting celebrities like Kobe Bryant and Jimmy Kimmel.