The charity: water brand book

I often advocate for charity: water, emphasizing its significance as a case study in brand development. If you've ever worked with me before, you're probably tired of me talking about them so much. In my career both in-house and as a freelancer, I frequently reference the charity: water brand book—an invaluable resource for understanding and implementing effective branding strategies.

I've utilized this brand book extensively in presentations and consultations to help others craft their own brand identities. To me, it's pure perfection and a masterclass on branding and brand identity. For those unfamiliar, I highly recommend exploring charity: water and reviewing their brand book:

https://d11sa1anfvm2xk.cloudfront.net/media/downloads/brandbook-2016.pdf

YouVersion’s Bible App Ad

I saw this on Reddit. Someone caught a pic of this ad on the NY subway. I love it.

Nike: Find Your Greatness

Nike, one day - I shall work for you. But until then, I will continue to be inspired by your campaigns.

The Find Your Greatness campaign is one of my favorite branded campaigns of all time. In 2012, Nike launched this campaign as a counterpoint to the highly competitive atmosphere of the Olympic Games. The campaign celebrated the idea that greatness can be found in everyday moments and everyday athletes, not just on the world stage. It included a poignant commercial featuring ordinary people engaging in sports and activities, inspiring viewers to redefine their perception of greatness.But, in addition, here are a few more campaigns that Nike has absolutely killed with:

Just Do It
Perhaps the most iconic slogan in advertising history, Nike's "Just Do It" campaign was launched in 1988. The campaign aimed to inspire people to push beyond their limits and pursue their goals fearlessly. It featured a series of ads showcasing athletes from various sports, accompanied by the simple yet powerful tagline "Just Do It."

Dream Crazy
Nike's "Dream Crazy" campaign, launched in 2018, starred former NFL quarterback Colin Kaepernick and centered around the theme of believing in yourself and pursuing your dreams against all odds. The campaign sparked widespread debate and controversy due to Kaepernick's involvement, but it ultimately resonated with many viewers and solidified Nike's reputation as a brand that stands for social justice and empowerment.

Write the Future
Nike's "Write the Future" campaign, launched during the 2010 FIFA World Cup, was a visually stunning and emotionally charged exploration of the impact of soccer on a global scale. The campaign featured a cinematic commercial depicting the consequences of pivotal moments in soccer matches, emphasizing the idea that the actions of individual players can shape the course of history.

Unlimited
Nike's "Unlimited" campaign, launched in 2016 to coincide with the Rio Olympics, celebrated the concept of unlimited potential and the idea that athletes are capable of achieving greatness without limits. The campaign included a series of ads featuring athletes such as Serena Williams, LeBron James, and Simone Biles pushing themselves to new heights in pursuit of their goals.

Mad Men: Pass The Heinz

So, fun fact: this wasn’t a real advertising. This was something that the writers behind the show Mad Men came up with.

I love this example because, this idea was so good and catchy, that Heinz actually picked up the idea and started to publish it in their campaigns.

This is pure perfection when it comes to advertising copy. Every single word is perfect, and the tagline would not work any other way. The tagline is positioned perfectly, with Heinz’ branded type.

But more than anything, I love this because there is no mention or sight of ketchup anywhere. But we know exactly what this ad is about. Again, this is perfect.

Remember that thing? When someone tells you not to think about a certain thing, your mind suddenly can’t thing of anything else?

The phenomenon you're referring to is often called "ironic process theory" or the "white bear phenomenon." It's a psychological concept that suggests when individuals try to suppress certain thoughts or images, they often end up thinking about them more frequently.

In other words, attempting to consciously avoid thinking about something can actually make it more prominent in one's mind. The term "white bear phenomenon" specifically refers to an experiment conducted by psychologist Daniel Wegner, where participants were instructed not to think about a white bear. However, the more they tried to suppress thoughts of the bear, the more frequently it popped into their minds.