Pick of the week: Sheba "Resistance is futile" by AMV BBDO

Abbott Mead Vickers BBDO's jokey spot for Sheba has gone down well with would-be cat owner Shona Ghosh.

I like the universal truths in this spot – cats are selfish and their owners are obsessed by them. The spot’s also a nice evolution of Sheba’s established positioning as the ‘sexy’ catfood. The ad was directed by Guy Shelmerdine through Smuggler.

Brand: Sheba
Title: Resistance is futile
Agency: AMV BBDO
Client: Moritz von der Linden, global brand director, Mars Petcare

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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