Mel the Milkbite

I’m starting out with a campaign that I love. It’s cute and funny. But it’s also a smart way of marketing the product.

This spot was bashed for racism. I understand why people found it racist, but I can’t really agree. You can read a lot into this commercial if you’d like to. How deep racism still runs in the world – some still won’t date people with another ethnicity.

But does that make the ad racist? Definitely not. It takes the issue of being a mix, or not knowing who you really are, and puts it in another perspective. That’s not racist, there’s nothing here that says that X is better than Y. It just says that she’s only into X, until she actually meets the X+Y combination.

You might say that it simplifies a big issue and mocks it. I say: what’s wrong with bringing these issues out into the light? Especially when a big corporation pays for it. I’m sure this ad actually started conversations about Internet dating and prejudice. A commercial did that. That’s a very good thing!

Decode Jay-Z

This is probably Droga5’s most famous campaign. It won too many awards to name them all but the list includes: a golden Cannes Lion in Direct, one Grand Prix in Outdoor and another in Integrated, a One Show Gold in Outdoor.

The campaign wasn’t the first to use this technology. But it’s the biggest integrated campaign ever. It’s spread out over the world, not in a single city or even a country, the world.

But what makes this campaign so freaking cool is the media buys: pool table mats, fast food soda cups, luxury jacket linings etc. This was an expensive campaign no doubt, but it’s also cool to see a global brand like Microsoft spend their money on it. No doubt was this a gamble, but they really went all in. Thank you for that. Now all we want are global brands doing the same thing.

The above campaigns were both from the New York office, so lets take a look down under. The following two campaigns were made by Droga5’s Sydney office.

Facebook intervention

Many Facebook campaigns are just about likes. Some campaigns have taken it further, like take this lollipop. But that can get a bit scary. So how do you use the same technology but for something fun? And how do you make people connect to each other with it instead of themselves.


Case study here (couldn’t be embeded).

This is what you do when your friends become total Facebook posers. You give them an intervention. I think it’ll be hard to see how many beers this campaign actually sold. But in the long run this is the kind of ad that’ll make people like your brand. Few things are as powerful for marketing as people actually liking your brand.

The strongest and most loved brands don’t have to fight their battles and try to get likes. People will do it for them, and if your product isn’t good or different enough this is one of the ways to earn that love. Fun, integrated campaigns that fit your target group perfectly. A beer brand spoofed young men on the Internet = perfect match.

Raise a glass

This is another campaign for the beer brand VB. But if you’re not a total cynical you’ll have to press the tears back rather than laugh.

I am a bit of a cynical and I don’t like brands to free ride on people’s deaths. But I don’t think this does. The campaign is focused on remembering lost soldiers. Honoring them with a raised glass, and gathered money for the ones left behind. It’s a lovable campaign and the greatest part is that it’ll be permanent.

Raise a glass shows that brands can do great things. They’re not all evil corporations. Even if VB makes money on this I don’t think that’s their main reason. If it were, it wouldn’t have worked as great as it did.