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Unicef: Harry and Ahmed’s shared story

WHAT IT IS

Unicef’s short film is a moving illustration of the challenges faced by refugees.

With a split screen, a young Syrian boy on one side, and an older German man on the other, speak of their wartime experiences. They’re 80 years apart, but their stories are strikingly similar.

WHAT WE LOVED

Minimal music with black and white video make the refugees’ words resonate.

Parallels of contemporary and historic footage are a powerful reminder that history often repeats itself.

WHAT WE LEARNED

Evoke emotion from your viewers with heartfelt personal stories.

Parallel stories remind us of our shared human experience. We have more in common with modern day refugees than we think.  

WHAT WOULD WE DO DIFFERENTLY?

Give people something to act on. The video inspires strong emotions of compassion. Use this and direct viewers to find out more on a campaign page.

Do more of this! We’d love to see these parallel experiences extended to other stories.

HOW WELL DOES IT SUPPORT THE BRAND?

9/10

[supersustystories]

Mooncup’s period drama

WHAT IT IS

Mooncup promotes its reusable feminine hygiene product with a tongue-in-cheek film on ‘Period Drama’.

But wait, what’s a Mooncup? Well, it’s a washable, insertable silicone cup to catch menstrual flow. It’s certainly an eco-friendly alternative to the one billion tampons and sanitary towels that are used and disposed of in the UK every year!

WHAT WE LOVED

Love the pun – “Enjoy a period without the drama”.

There’s always time for a bit of man bashing. Milk chocolate to sort your period, anyone?

WHAT WE LEARNED

Visual comedy needs no interfering narration.

Added bonus: without language barriers to overcome, your campaign can go global.

WHAT WOULD WE DO DIFFERENTLY?

Of all the period drama tropes to parody, why pick the most patriarchal of all – the damsel in distress? Although, you could argue that’s kind of the point for a campaign mocking aged gender stereotypes.

Funny video aside, we’d clarify what distinguishes Mooncup as a sustainable option over your traditional feminine products. 

HOW WELL DOES IT SUPPORT THE BRAND?

7/10

[supersustystories]

ONE: Poverty is sexist

WHAT IT IS

The #PovertyIsSexist campaign by anti-poverty charity, ONE, highlights a sad truth: everywhere in the world, women are told “no”.

A one minute video covers issues from body image pressures to child brides, demonstrating that there is nowhere on earth where women have gender equality.

The video is part of a broader project: on International Women’s day, ONE released a report on ‘Why educating every girl is good for everyone’ and called on us all to take action by signing their petition.

WHAT WE LOVED

The video makes clear the enormity of the problem - showing how sexism affects women and girls at every stage of life, and in every country.

Feminism gets a lot of stick for being a white classist movement. This point is well addressed by the focus on disadvantaged women.

WHAT WE LEARNED

We’re over a hundred years on from the suffragette movement and women still have to protest gender injustice?!

The video doesn’t make light of the global problem. Heck, we’ve still got a lot of work to do!

WHAT WOULD WE DO DIFFERENTLY?

The video represents the problem without a solution. Women are shown as helpless victims. But they have great strength and are key to ending gender inequality. Show us the solutions. Show us how women can be the change-makers!

HOW WELL DOES IT SUPPORT THE BRAND?

8/10

[supersustystories]

Mango’s Committed collection 

WHAT IT IS

Mango’s short video promotes its new 45-piece Committed Collection.

Made from sustainable and certified materials, the new clothing range speaks modernity and minimalism.

WHAT WE LOVED

Kooky and cool architectural backdrops suit the elegance of the pieces. 

Mango’s video proves that ‘sustainable’ can be fashionable.

WHAT WE LEARNED

Sustainable fashion can be mainstream too, without the need for pictures of people wearing flower garlands and frolicking in fields (cactus gardens don’t count).

Great timing! Mango launched this collection just before London Fashion Week, sending out a sustainable message to those London fashionistas.

WHAT WOULD WE DO DIFFERENTLY?

Nice aesthetics, but where’s the information? We want to know what makes this different from run-of-the-mill fashion labels.

The video loses momentum. There’s only so much chiselled cheek-bones and beige background you can take.

HOW WELL DOES IT SUPPORT THE BRAND?

6/10

[supersustystories]

Sky to the (ocean) rescue 

WHAT IT IS

Broadcasting company Sky’s Ocean Rescue campaign calls for action to rid our seas of ocean plastic.

An interactive website, dedicated Facebook and Twitter channels, a documentary titled ‘A Plastic Tide’, and celebrity advocates like Sir Richard Branson, Prince Charles and Tom Peake, all contribute to the campaign.

WHAT WE LOVED

There’s so much information at your fingertips. Choose between watching videos, reading articles, following Twitter, or liking Facebook.

What’s the point of a campaign if people won’t act on it? Sky’s Join in webpage sets the ball rolling with behaviour change tips: go plastic free, join beach clean ups, eat sustainable fish.

WHAT WE LEARNED

The shock factor has its place. Dissection videos of a bird’s plastic-clogged innards are not for the faint-hearted but reveal the consequences of our throw-away culture.

Mobilise people with scary stats: ‘by 2050 all the plastic in the ocean could weigh more than all the fish.’

WHAT WOULD WE DO DIFFERENTLY?

Why not juice every last drop of celebrity involvement for what it’s worth? Snippets of a stern looking Prince Charles explaining ocean pollution problems would rake in the social media likes.

HOW WELL DOES IT SUPPORT THE BRAND?

8/10

[supersustystories]

Super Bowl Ads go super political  

WHAT IT IS

Budweiser, Airbnb and 84 Lumber release Super Bowl ads with powerful messages of acceptance in the wake of Trump’s controversial travel ban.

Budweiser tells the immigrant story behind the beer, Airbnb reminds us the “the world is more beautiful the more you accept”, and 84 Lumber traces the story of a mother and child crossing the American border.

WHAT WE LOVED

Budweiser and 84 Lumber’s stark realism and emotive images of determination remind us of America’s immigrant roots, hitting right at the heart of the controversial travel ban.

Airbnb gets its point across with minimal fuss: a collage of faces from around the world overlaid with music and a concise message.

WHAT WE LEARNED

Not everyone will always agree with you. These ads faced criticism for their overt political message with #BoycottBudweiser trending across Twitter.

A little controversy gets you noticed: Airbnb’s ad has nearly 2 million views on YouTube, 84 Lumber over 10 million and Budweiser, a whopping 27.9 million!

WHAT WOULD WE DO DIFFERENTLY?

Why shouldn’t companies engage with big issues? Both business and politics are integral to society. We want to see more companies speaking out for a more inclusive world.

HOW WELL DOES IT SUPPORT THE BRAND?

8/10

[supersustystories]

Feminist-cum-environmentalist-cum-...KIA-driver?

WHAT IT IS:

KIA’s Superbowl ad shows comedian Melissa McCarthy driving cross terrain, attempting to save a whale, falling off a tree and sliding between icebergs, before being charged at by a rhino.

The message? It’s hard being an eco-warrior. But it’s easy to drive like one.

WHAT WE LOVED:

It’s different and refreshing. The standard car advert of the glamorous couple driving through a scenic route is tired, unoriginal, and strongly gendered. Enter Melissa McCarthy. A full-of-life outspoken feminist who brings life and laughter to the cause.

WHAT WE LEARNED:

Tickle your audience with some relatable scenarios: haven’t we all tried to save the planet at some point?

A bit of humour goes a long way. Rake in the laughs with a high-profile comedian.

WHAT WOULD WE DO DIFFERENTLY?

The ad leaves you excited about the brand but questioning the connection between a charging rhino and a KIA car.

A few extra snippets of information about the car’s fuel efficiency would leave people more clued up.

HOW WELL DOES IT SUPPORT THE BRAND?

8/10

[supersustystories]

Dove jumps on the Trump-bashing bandwagon

WHAT IT IS:

Beauty giant Dove pokes fun at Trump counsellor Kellyanne Conway’s ‘alternative facts’ with some alternative facts of its own.

The two-page newspaper ad claims Dove antiperspirant ‘increases your IQ by 40 points’ and even ‘boosts your wifi signal’— #alternativefacts, of course.

Page 2 reveals Dove’s #realfact: ‘New Dove antiperspirant cares for your skin like never before.’

 WHAT WE LOVED:

The ad seizes the moment with a satirical spin on the realities of a post-truth world.

Trump-bashing is all the rage. Dove stays ahead of the game as the first beauty company to raise its head above the parapet.

WHAT WE LEARNED:

Current affairs and the beauty industry may seem worlds apart, but Dove proves that even deodorant campaigns can target the odorous stench of Trump’s ‘truths’.

WHAT WOULD WE DO DIFFERENTLY?

Different alternative facts over a series of ads could keep the joke fresh and running.

Where’s the digital presence? Follow up with a website feature or risk letting your brand slip into the hands of Average Joe Twitter users.

(Side note: Is Dove’s #realfact even a fact?!)

HOW WELL DOES IT SUPPORT THE BRAND?

7/10

[supersustystories]

H&M closes the loop in fashion

WHAT IT IS:

H&M’s short film documents how unwanted clothes are given a new lease of life with the company’s recycling initiative.

We watch old and unused clothes get torn, shredded and re-spun into new garments, textiles and even car seat stuffing.

WHAT WE LOVED:

It’s playful and young with a music video-esque feel. Recycling your old tea-stained shirt seems as fun as Saturday night’s antics.

Mesmerising visuals are overlaid with a captivating stream of spoken word poetry. Quite simply, a joy to watch.

WHAT WE LEARNED:

No preaching or fact overloading. Creative visuals and a great beat are enough to get people Closing the Loop.

Clear messaging is key. It’s not just H&M clothes that are worthy of recycling. Any textiles, from any brand, in all conditions (even those stained with curry) can be given a second chance.

WHAT WOULD WE DO DIFFERENTLY?

There’s no mention that participating customers receive a £5 voucher reward. Let’s face it, that’s a pretty key participation push.

HOW WELL DOES IT SUPPORT THE BRAND?

9/10

[supersustystories]

Diamond dialogues: Tiffany tells its story

WHAT IT IS:

Tiffany & Co’s short film shows how its world-renowned diamonds are brought to life in workshops around the globe.

We’re taken on a diamond’s journey from mine to iconic Tiffany Blue Box®, stopping off along the way to watch the sorting, cutting, polishing and setting process.

WHAT WE LOVED:

This film has a boutique feel to match the luxury of these jewels. Soft lighting and smooth music create the illusion of an invite-only private view.

Tiffany may be letting us in on a few of its secrets but it doesn’t give too much away. Right on-brand, these glittering diamonds remain shrouded in luxe and mystique.

WHAT WE LEARNED:

The grandeur yet intricacy of Tiffany’s jewels is matched by epic nature shots and intimate close-ups: analogies add a layer of abstract intrigue to a campaign.

It’s not just words that set the tone. A soft-focus lens and carefully curated imagery can capture your brand’s feel as well as any slogans could.

WHAT WOULD WE DO DIFFERENTLY?

The narrator does his job well, but we’re talking sexy Tiffany diamonds here – why is his voice so, well…ordinary? We’d get Liam Neeson or Scarlet Johansson on the case.

We’d push the sustainability message even more. The video mentions Tiffany’s commitment to supporting local communities but it could make more of its direct sourcing relationships.

HOW WELL DOES IT SUPPORT THE BRAND

9/10

[supersustystories]

Tetra Pak lays the Groundwork for a sustainable future of food

WHAT IT IS:

Food packaging and processing company Tetra Pak launched a digital platform called “Groundwork” to highlight people and initiatives that keep us and our planet healthy.

Scroll through blog-style posts about ground-breaking solutions to food scarcity, sustainable packaging, renewable living and more.

WHAT WE LOVED:

Tetra Pak isn’t afraid to try its hand at explaining complex global issues. Combine that with some “punny” titles and bright graphics, and you’ve got sustainability communications gold.

A measure of modesty: Tetra Pak celebrates the movers and shakers of sustainability, demonstrating #susty commitment without tooting its own horn.

WHAT WE LEARNED:

There’s great power in sharing small yet extraordinary stories - they’re the pixels of the bigger picture.

Sometimes less is more. Clean colours, slick graphics and miniature animations give this website a cutting edge look and feel.

WHAT WOULD WE DO DIFFERENTLY?

We’re asked to submit ideas for new articles, but not until the ‘About Groundwork’ page. If you’re a keen bean like us, you’ll be wanting to share your thoughts right on the homepage!

HOW WELL DOES IT SUPPORT THE BRAND?

 9/10

[supersustystories]

Purchase positively: FSC’s call to consumers

WHAT IT IS:

FSC US and WWF collaborate with big name brands in an online video, urging us to buy products from responsibly managed forests.

We’re taken on a journey from forest glade to shop floor to see how buying FSC products is good for both planet and people.

WHAT WE LOVED:

As well as being hosted on YouTube, the video can be found on the campaign microsite, a well- designed platform that provides users with more information about FSC and sustainability.

WHAT WE LEARNED:

There is nothing more powerful than telling the human story behind products. With a clear message, storytelling can empower consumers to take ‘one simple action’ for the better.

WHAT WOULD WE DO DIFFERENTLY?

While the story was clear and simple, the video was quite traditional. Taking elements of style from the micro-site could make it more visually engaging and give a consistent look and feel.

HOW WELL DOES IT SUPPORT THE BRAND?

9/10

[supersustystories]

Shell sparks bright energy ideas 

WHAT IT IS:

Award-winning international musicians have collaborated with six start-ups and Shell to highlight global support for cleaner energy.

Shell’s new video celebrates the power of collaboration to “make the future” and showcases the bright energy ideas to emerge from Shell’s collaboration with young energy entrepreneurs.

WHAT WE LOVED:

It’s a bold and unusual move for a traditional oil and gas company. Fun animation, familiar faces and a catchy tune in the ad injects some excitement into the dry, scientific realms of energy technology.

WHAT WE LEARNED:

The ad appears on Facebook and pre-roll on YouTube. It’s had over 18 million views on YouTube and over 74 million on Facebook. 

Good content hooks viewers. Unexpected and quirky collaborations make the mundane memorable. Big names attract crowds.

WHAT WOULD WE DO DIFFERENTLY?

Explain more why clean energy is needed.  

HOW WELL DOES IT SUPPORT THE BRAND?

8/10

[supersustystories]

A moving Movember campaign for men’s mental health

WHAT IT IS:

On the morning of November 1st, the Movember Foundation laid out pairs of shoes to represent the thousands of men around the world who died from suicide the previous month.

Thousands of shoes lay empty on Bondi Beach in Sydney, Potter’s Field in London, Central Park in New York, Parliament Hill in Ottawa, Irish Parliament in Dublin, Venice Beach in Los Angeles and Sergels Torg in Stockholm.

WHAT WE LOVED:

This emotional installation visually sets out the scale of the problem of men’s mental health. There’s a stillness and sobriety about the work that makes us pause to think.

WHAT WE LEARNED:

Campaigns are increasingly purely digital. Movember demonstrates how a striking physical element can boost campaign awareness.

WHAT WOULD WE DO DIFFERENTLY?

With only 798 YouTube hits, Movember put too much emphasis on its installations - boost your campaigns with physical elements, but don’t forget the importance of your digital audience.

HOW WELL DOES IT SUPPORT THE BRAND?

8/10

[supersustystories]

Patagonia push the political 

WHAT IT IS:

This major environmental sustainability campaign urges Americans to vote for officials and support referendums that will defend our planet’s air, water and soil, and protect the health and well-being of American families.

WHAT WE LOVED:

A paired back colour palette and bold graphics leave no room for ambiguity: we need to act on climate issues, and we need to act fast.

Climate change can seem like an overwhelming challenge. Patagonia succeeds in reducing it to issues that everyone can relate to: the need for clean air, clean water, and fertile soil.

WHAT WE LEARNED:

The campaign page fuses information and a clear call to action. It gives visitors a way to act immediately (in this case, registering to vote) which lends the campaign momentum and efficiency.

WHAT WOULD WE DO DIFFERENTLY?

Make sure these messages stay strong post-election. The work doesn’t end just because the election is over. Patagonia could use this platform to keep voters informed of political developments and reach out to those yet to be convinced.

HOW WELL DOES IT SUPPORT THE BRAND?

7/10

[supersustystories]

Ben & Jerry’s spread the love: One Sweet World 

WHAT IT IS:

Ben & Jerry’s animation short sends a sweet, high-fat message of unity and love to counter divisive sentiment following the U.S. presidential election.

The set-up: A “Sour Party” attempts to divide different ice cream flavours, but love prevails and friendship blossoms between a cherry and a lemon. Aaah.

WHAT WE LOVED:

The quirky animation complements the compassionate, syrupy message: “we’re sweeter together”.  

WHAT WE LEARNED:

We all love ice cream, right? Linking a universally loved product to a social need is a great way of making the complex accessible and engaging.

WHAT WE WOULD DO DIFFERENTLY:

The logistics of Ben and Jerry’s “One Sweet World” messaging is a little disjointed. The video isn’t linked to the UK’s ‘One Sweet World’ campaign and it can’t be found on the U.S. webpages. A clear communications strategy would help bring this together nicely.

HOW WELL DOES IT SUPPORT THE BRAND?

6/10

[supersustystories]

Addict’Aide captures alcoholism on Instagram

WHAT IT IS:

You may have spotted Louise Delage’s glamorous pictures while scrolling through Instagram. The newcomer racked up thousands of followers in just seven weeks by posting pictures of her globetrotting lifestyle.

This was no ordinary blogger, though. Her final post revealed she was an agency creation to raise awareness of alcohol addiction for French charity Addict Aide. In every single post, Delage was pictured with alcohol – not that anyone noticed.

WHAT WE LOVED:

The medium was perfect for the message. Delage’s deceit showed how hard it is to spot addiction, especially when the addict lives a seemingly fulfilling – and photogenic – life.

 WHAT WE LEARNED:

A well-planned social media strategy – with the right ingredients – really works. The agency analysed top bloggers’ profiles and engaged key opinion leaders to get her pictures trending quickly.  

But we wonder how much her “success” had to do with cyber sexism and her sexy profile.

 WHAT WOULD WE DO DIFFERENTLY?

Follow up.  The account, now inactive, has attracted nearly 100,000 extra followers after the subsequent publicity.  Addict Aide could be doing so much more to underline its message to its new followers.