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The top 5 creative brand ideas you need to know about right now: January 14, 2020

Ad Age 14 Jan 2020 11:01

Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about right now.

5. National Trust: ‘125-Year Anniversary,’ Wieden & Kennedy London
As the new year and the new decade descend upon us, life already feels pretty chaotic. But this campaign from Wieden & Kennedy London, celebrating 125 years of the U.K.’s National Trust, reminds us that calm is just moments away, if you step into nature.

4. Volkswagen: ‘Hidden Showroom,’ NordDDB
Volkswagen wanted to show off how well one of its SUVs can take on wintry road‚ so it hid a showroom in the middle of snowy north Sweden and asked customers to find it, in this campaign from NordDDB. The first one who finds the vehicle gets to drive it back home and become its new owner.

3. Subway: ‘Taste Test Balls Up,’ Above+Beyond
Subway pulled a really mean prank in the U.K. The sandwich chain was introducing its new Meatless Meatball Marinara Sub and invited a bunch of vegetarians to try it out, but just as they were digging in, the chain made an embarrassing announcement.

2. Panera: ‘Return of French Onion Soup,’ Agency: In-House; Production: Anomaly
Panera bread made a big mistake when it pulled French Onion Soup off its menu after 20 years. Fans complained like crazy, so the chain responded that it would be returning, and it tapped none other than Phyllis from the office, now fictitiously employed as its new social media coordinator, to help make the announcement.

1. Nike: ‘2020 Chinese New Year,’ Wieden & Kennedy Shanghai
Nike debuted its first-ever Chinese New Year’s ad, which turns the holiday’s tradition of giving hongbao, or red envelopes, into a competitive sport between a determined auntie and her equally pugnacious niece.

That's it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.

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