1. Always "#LikeAGirl, keep playing" (extended version)
Following Always’ "Like a girl" campaign in June 2014, the brand is keeping the message alive with their latest extended version of "Keep playing".
The video addresses a recent NHCS study that found women aged 18 to 24 are twice as likely to be confident if they play sports regularly.
Tackling the issue that half of young women quit the sports they’re passionate about due to outside pressures associated with their gender, the spot puts feisty and confident young women in the limelight four weeks prior to the 2016 Olympic Games, where the brand is a partner.
While using one-on-one interviews isn’t a new tactic, the format continues to impact audiences and kick start wider global conversations. The girls’ personal stories and resilience are sure to inspire.
In March this year, Always highlighted another subtle way in which girls are misrepresented in society when they called for emojis to change for the better. Here is a brand that keeps adapting its message to drive momentum.
As a platform built on user-generated content and also the number one music streaming site globally, YouTube have become a symbol of diversity and collaboration across the world with music at its heart. Tapping into this theme, the brand has created a series that celebrates individuality through music to promote YouTube Music.
Directed by Lance Acord – the director behind NFL's Super Bowl babies choir, the campaign focuses on putting an unknown person into the limelight as they listen to song, which at first appearance you wouldn't expect them to necessarily like.
In this video, this kid may be small but he’s got heaps of attitude and demonstrates how music unlocks our true selves.
Other spots feature a young woman called Afsa, who eloquently raps the lyrics to Alphabet Aerobics’ Blackalicious and Alex, who likes to cross-dress in the privacy of his own home and listen to tunes such as Club Now Skunk’s Elliphant. This juxtaposition aims to highlight that everyone has a voice "and a place to belong", celebrating diversity.
3. Nike "Unlimited Serena Williams"
"Unlimited Serena Williams" explores this world champion’s personal story and the ethic of the underdog. A quick snapshot into the routine and hard work of one of the world’s most influential and inspiring athletes – Serena Williams tells her personal story.
Training every day for 30 years, she explains that not a day goes by where she feels like losing. Nike is the brand that created the #JustDoIt message and continues to demonstrate its commitment to empowering athletes with their campaign "Unlimited".
Focusing in on individual sporting figures is the focus of the campaign as it delves into the training around being the best.
4. Samsung "The Anthem"
The world is going through some challenging and uncertain times at the moment, so to encourage unity ahead of the Rio 2016 Olympic Games, Samsung has released its latest spot, "The Anthem".
Samsung is known for innovation, particularly in the mobile space and in this ambitious ad, the technology giant aims to not only promote the Samsung Galaxy S7 Edge, but also global peace at a time when citizens of all nations will meet in Brazil for the Olympics.
The mobile phone has a subtle plug throughout the clip, which shows audiences captivated with The Anthem, a mellow and harmonious song featuring the voices of people from different countries around the world. The viewer is taken on a truly global journey, making it relatable to all, regardless of ethnicity.
Joining forces with Leo Burnett Chicago and Leo Burnett Sydney, the film has had a clear impact, amassing almost 7.9 million views on YouTube and over 10 thousand likes.
Tying the advert together is one of the closing frames which reads, "Proud sponsors of a world without barriers". The perfect, uplifting message from a brand sponsoring what is arguably the world’s greatest spectacle of unity in diversity.
5. Google "The art of collaboration"
Google always strives to create interesting content that will resonate with its audiences. Its latest project for Google Sheets involves Refinery29.
The partnership has enlisted the expertise of illustrators, Marina Esmeraldo from Barcelona and Mallory Heyer from New York, to collaborate on a spreadsheet that shows exactly what Google Sheets is capable of creatively.
Interestingly, the artists never actually meet, demonstrating how the digital sphere today enables you to do amazing things – in this instance create an incredible piece of art with the Internet as your tool.
Initially, it may not be clear why Refinery 29 is part of this project. But delve a little deeper, and it’s apparent why this content works for a publisher aimed at a predominantly female audience, with a mission to enlighten, empower and educate.
Considering this, a partnership of two female artists working together from different parts of the world is an original and authentic way to reach the brand’s target audience. Produced by Colossal Media, the film has already peaked 34,000 views on YouTube.
Each month Be On rates the Top 5 global pieces of branded video content. Be On's ranking is based on an internally developed scorecard, where the videos are evaluated based on six general criteria (Instant Attractions, Audience Retention, Storytelling, Shareability, Production, Overall campaign) measuring the campaign's online success. The rating is from 1-10, where 1 is the lowest.