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Student Marketing Societies

Champion | Reverse Mode: Reversing Injustice & Rediscovering an Icon | USA

Champion revolutionized athleticwear by inventing the hoodie and pioneering Reverse Weave, a stitching method making fabric more durable. These innovations fuelled Champion’s rise in culture—from outfitting NFL, NBA, college teams, and USA Basketball’s 1992 “Dream Team” to being a fashion statement for athletes, musicians, and other celebrities. But Reverse Weave sales slowed as buyers aged and Champion’s image became dated. Young consumers, critical to brand health, saw Champion as a brand they’d “find at discount stores” or “something my parents wear.”
Knowing the audience’s values (integrity and creativity) and where they spent their time (TikTok), they noticed something dissonant and troubling: White influencers were getting credit for dances originated by Black creators…

MAYA | The Anthem of Financial Freedom | Philippines

Philippines has a Banking Gap: 44% of the country’s adult population is still unbanked as of end-2021. Mainly caused by lack of awareness of banking benefits and the difficulties of opening an account.
PayMaya in the FinTech Category: PayMaya was suffering from lower brand awareness, being perceived as the older e-wallet app versus the number 1, GCash.
Maya to Close the Banking Gap: In 2021, the BSP granted a digital bank license to Maya, enabling it to expand from just a digital payments platform into a bank. PayMaya pivoted from trying to outdo GCash, to becoming the only all-in-one digital bank and money app for all Filipinos. Maya combined the convenience of e-wallets with the security and broader services of a bank.
Business, Brand, and Comms Objectives: To beat acquisition campaigns of digital banks by improving brand awareness, consideration, and positive brand perception among Gen-Zs through engagement from rebrand content.

Heineken | Heinekicks | Italy

Heineken was seen as an ‘older’ beer that was part of formal, stuffy drinking occasions in Asia. This led to Gen-Z feeling disconnected from the brand, perceiving it to lack relevance, be predictable, distant and elitist.

With the introduction of a new brew targeted to Gen-Z, the aim of the Heineken Silver launch campaign was to drive desirability, brand relevance and sales amongst this target group and reverse the current brand decline. At the same time, Heineken Silver was launching in several dark markets where beer advertising is banned, necessitating a whole new inventive and innovative way to reach the target audience.

AIZOME | Industrial Waste – Certified as Skincare | Japan

1500+ harmful chemicals are used in textile production. Japanese start-up AIZOME has developed a dyeing method that uses only water, plants, and ultrasound, to create textiles that are not only less harmful, but even come with health benefits. But how can a small startup stand out among all the sustainability claims?

WASTECARE™ — the first skincare product that is industrial wastewater from textile dyeing. Straight from the factory, the wastewater is tested and certified according to dermatological standards. Bottled and packaged like a high-end beauty product, it was shipped out to key opinion leaders in textile, fashion, and healthcare with the goal of forming partnerships to eliminate toxic chemicals in the industry.

Nivea | Girls Got Game | Abu Dhabi

NIVEA has long cared for women’s skin, but to truly connect to the youth in Saudi Arabia, they took its care to a deeper level.

Saudi is home to 12 million girl gamers, and unfortunately 9 out of 10 of these girl gamers have faced destructive harassment. Saudi girl gamers often have to hide behind male usernames, male avatars, and male skins.

NIVEA ventured into the gaming world and showed its care for Saudi gamer girls’...skins.

With GIRLS GOT GAME, NIVEA would create safe spaces for Saudi women to evolve their skills and finally game free from harassment and abuse.

They would champion and facilitate protection from judgement; multiplying their enjoyment by removing barriers and creating even more spaces for girls to experience the human touch of friendship.

Anghami | Sole Music | Dubai

Music to some is life, has the power to transform, entertain, give joy and inspire. But, for deaf people this is a world they can’t access. Think of all the moments able hearing people enjoy music. Not just in concerts, but wherever they go, be it the bus, metro, work, studying, or in the park, these personal listening experiences are something the deaf community can’t enjoy like everyone else. in a way deaf people have been forgotten about by the music world.

Deaf people have been improvising over the years to feel music through vibration. Each genre has its own unique feeling and experience. Be it Dance, Classical, Jazz, or Rock - the sound wave pattern reflects in the vibrations that they sense. But this normally means touching very large powerful speakers, which is impractical for moving around and personal listening. Just as the Walkman had done decades ago for hearing-people, Anghami wanted to allow deaf people to feel their music anytime, anywhere by creating a product innovation which allows them to sense the vibrations of music more accessibly.

Consent Labs | Classify Consent | Australia

Most Australians still don’t know what sexual consent is. While new, progressive consent laws had swept the nation, our everyday understanding of sexual consent had not progressed. Government educational ads had been widely criticized.

Not-for-profit group Consent Labs had tried to bridge the gap through workshops, but needed a fresh approach in order to make a cultural impact. TBWA realised that Australians collectively watch over 780,000,000 hours of films a year - a form of entertainment, but also a vehicle to influence cultural norms.

They wanted to empower Australians to recognise non-consensual acts on a mass scale - but without a traditional, top-down approach.

Duolingo | The Tattoo Duo Over | Paris

Millions of people have tattoos in languages they don’t understand. And, unfortunately, many of these tattoos don’t actually say what they’re supposed to. Ariana Grande, for example, set the internet on fire when it turned out her Japanese tattoo didn’t say “7 Rings” as she’d intended, but actually said, “Barbeque Grill.”

Duolingo’s approach to language learning has always been based on one guiding principle: learning a language should be fun. And there’s nothing fun at all about a language mistake that you can’t take back. So Duolingo set themselves a goal, what if they could turn the most embarrassing language mistake into a language lesson the whole world could benefit from?

Samsung | Flipvertising | CHEP Network

The Samsung Galaxy Flip4 is the most innovative smartphone in Australia, a fully foldable device with all the capabilities of a cutting-edge smartphone. Samsung’s audience for this device were the internet trend-setters and online influencers that can drive a piece of tech from niche to mainstream.

This savvy audience is increasingly sceptical of advertising and often blind to its effects given their ad-free media consumption, use of ad-blockers and their desire to avoid anything that feels too ‘salesy’. So, to launch the new Galaxy Flip4 device, Samsung knew they had to approach their challenge differently. How could they find a way for people to discover the benefits of the device without just shouting about it in ads?

IKEA | Trapped in the 90’s | Madrid

In 2021, in line with the company’s commitment to sustainability, IKEA stopped producing its new product catalogue. The most important marketing tool the brand had ever had, one which reached 8.5M homes in Spain, ceased to exist.

In consequence, IKEA’s 2021 newness campaign was faced with the responsibility of compensating for the loss of its principal asset for building awareness, brand desire, product aspirationality, purchase intent and newness perception. The main problem with communicating products as newness is that, after many years, the products no longer seem new. And Spaniards losing the catalogue was… like Spain losing IKEA.

That’s why IKEA focused precisely on the generation of Spaniards who were born in the late 90s (25 years old or younger), called the “IKEA Natives”, that is, those who have never known what life was like without IKEA… in order to take IKEA away from them.

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