10 Brands Investing in Big Ideas

Meta Quest 2, 3D Digital Billboard, Piccadilly Circus in London.

In a world full of mundane advertisements and typical collateral, we explore 10 brands that are not just thinking big but investing in turning these ideas into reality. From industry giants like Pentagram, AKQA, and Ogilvy, these campaigns showcase truly original approaches that redefine the future of marketing, each leaving you with a profound 'woah' moment.

Nike: Move to Zero Block 70

What is it? Nike designed a park in New Belgrade, Serbia, using 20,000 recycled sneakers as part of their 'Move to Zero' initiative for a zero carbon and zero waste future in sports.

Why I like it? The thoughtful design not only enhances aesthetics but also turns the courts into engaging spaces. This creative approach, coupled with an environmental focus, distinguishes the project. Nike's commitment to sustainable design is a testament to their brand ethos, exemplifying effective brand activation and a positive contribution to the environment and community.

Pantone: 2023 Color of the Year

What is it? Pantone celebrates the 2023 Color of the Year, Viva Magenta, with a 10,000 ft² immersive, multi-sensory experience illuminated by dynamic AI-generated visuals of the color.

Why I like it? The integration of artificial intelligence and brand partnerships, all through the lens of a single color, makes the campaign feel unified yet dynamic. The exhibit draws upon today's trends with a forward-thinking and technologically savvy approach that feels unique to both Pantone and viewers alike.

Infosys: Rafael Nadal 3D Billboard

What is it? At the US Open in New York, Rafael Nadal played a 3D game in iconic locations like Times Square and airports, contending with virtual elements such as wind, rain, heat, and fog.

Credit: AKQA

Why I like it? I feel like the new 3D trend always has that show-stopping power… with iconic locations like Times Square and airports this makes it really stand out. Placing Rafael Nadal in these recognizable settings captures the attention of the audience, while virtual challenges like wind and rain add an engaging and memorable element to the showcase.

WWF: Endangered Pieces

What is it? Simultaneously beautiful and tragic, WWF designs a tactile experience with customized jigsaw puzzles of breathtaking wildlife where each piece represents one animal of that species left in the wild.

Credit: AKQA

Why I like it? These puzzle pieces serve as a powerful physical embodiment, underscoring that the destiny of these species rests squarely in our hands. It's a distinct and impactful method of using creativity to confront the grim reality at hand.

UNIQLO: LifeWear Day

What is it? A massive two-story walk-through installation, UNIQLO leverages Japanese Shoji architecture to house a modernist grid arrangement of key products from its fall-winter collection “New Form Follows Function.”

Credit: Pentagram

Why I like it? The seamless integration of Brand Identity, Film & Motion Graphics, Exhibition Design, and Sound Design showcases UNIQLO's commitment to pushing design boundaries. This activation not only highlights the clothing but also enhances the brand's presence in a competitive market.

Alpha Farms: Chickenflation

What is it? Alpha Farms seeks balance in the poultry industry by flashing the real-time USDA average chicken wing cost across a stock market-esque dashboard, and offering a proportional reduction in cost of the Alpha Farms’ meatless chik’n wing for every increase in USDA chicken wing cost.

Why I like it? Alpha Farms puts their money where their mouth is with an eye-catching display that highlights the legitimate issue of skyrocketing poultry prices through an attractive price decrease. The street-style activation adds to the overall campaign in a way that is both eye-catching and newsworthy.

MIT: Museum Exhibitions

What is it? With a mission to showcase MIT's innovation and research, MIT reopened the MIT Museum featuring nine distinct exhibitions, each with its own graphic identity, providing a visually cohesive experience that guides visitors through a variety of scientific and technological concepts.

Why I like it? MIT's museum exhibit demonstrates the institution's accomplishment through the transformative power of design. True to form, Pentagram has once again excelled in crafting visuals that resonate with the audience. The decision to "go bigger/do more" is a noteworthy example of higher education breaking free from conventional molds. This approach adds a refreshing dimension to the higher-ed landscape, creating an experience that is both engaging and enduring.

Coke Zero: Sugar Take A Taste

What is it? Coca-Cola devised a global campaign for Coke Zero Sugar, capitalizing on the universal tendency of people taking someone else's food or drink. The #TakeATaste initiative employed socially-driven, experience-led communications, leveraging a cast of characters inspired by retro cartoons, influencers, animated films, and even a first-of-its-kind Security Can with a built-in motion-detecting camera to encourage playful interactions and conversations around the brand.

Why I like it? I'm impressed by how this campaign transformed a beverage into a global conversation. Aesthetically, the simplified color palette, coupled with retro-styled illustrations, brought a distinctly "Coke" level of cohesion to the entire initiative. The collaboration with influencers and the infusion of creative digital elements played a key role in gaining traction across social platforms. The incorporation of remixed memes and face filters added an extra layer of intrigue, making the campaign feel comprehensive and engaging.

Ikea: Big Blue Bag

What is it? Celebrating its iconic FRAKTA bag, IKEA produces a 19-foot-tall version of the big blue bag with an epic AR experience that offers exclusive discounts.

Why I like it? It's amazing to see brand activations that change the entire landscape where they exist. This simple yet guaranteed approach creates an opportunity to engage viewers and capture the attention of the press. IKEA exaggerating the bag (19 feet) to a size larger than Michelangelo's Statue of David (17 feet) is iconic for that reason alone.

VELUX: The Cube

What is it? Celebrating its iconic FRAKTA bag, IKEA produces a 19-foot-tall version of the big blue bag with an epic AR experience that offers exclusive discounts.

Why I like it? Velux and Kasper Bjørke's collaboration is a fantastic departure from typical brand activations. Their vision was different, aiming for a relaxing experience that soothes rather than arouses. Their choices create a calming oasis in the city—a well-crafted space showcasing how design, light, nature, and music offer a refuge from the intensity of the world. It's a unique and refreshing addition to the brand activation landscape.