The world of advertising feels a bit tense right now to say the least. Put anything out that’s too lighthearted and it runs the risk of being insensitive. On the other hand, it could be accused of ‘profiteering’ if it takes too much of a hard-sell angle.
However, some brands which have nailed that middle ground have put out some incredible acts of creativeness amidst the pressure of the pandemic. Here’s our pick of the top crisis campaigns that we think hit that sweet middle ground perfectly…
If one of the most iconic logos in the world can get behind the idea of social distancing, then so can you. An excellent graphic design example to show the importance of staying two metres away from each other that literally everyone in the world will understand.
Another graphic design example, Guinness recreated their signature pint to encourage people to stay at home. Simple, eye catching and instantly recognisable/unforgettable at the same time. Perhaps when you’re restocking your booze shelf for the next phase of lockdown, you’ll be putting a few tins of the black stuff into your basket…
3. The Times
Another successful attempt to teach us what impact social distancing could have. The Hindu version of The Times used traditional typeface to spread the message – pardon the pun – in a nod to its long-established tabloid role.
Not a campaign but an actual business U-turn, vacuum manufacturer Dyson have committed to making 15,000 ventilators to help in the fight against the pandemic. Founder James Dyson designed and built a brand new device from scratch in just 10 days to get critical supplies out to the NHS – a truly heroic move that is sure to help Dyson leapfrog its competitors when it comes to Joe Public picking out his next hoover.
5. Burger King
All your favourite fast food outlets shut? Burger King says no problem. They created a poster neatly laying out all the ingredients you need to make their legendary Whopper burger at home. An olive branch moment for sure, and one that makes sure those loyal customers who are craving their BK fix don’t miss out – or forget – about their favourite burger brand for too long.
6. Healey’s Cornish Cyder
There have also been shining examples from inside The Duchy. Healey’s Cyder, a family-run business famous (or infamous, you decide) for creating Cornish Rattler, has done a full 180 from cider production and is instead using its distillery for the production of alcohol hand sanitiser. It has committed to delivering 100 litres a week to the Royal Cornwall Hospital – completely free of charge. One comment on their Facebook announcement post summed it up entirely: “This will be remembered. I’m tagging anyone and making sure I’ll be supporting the business proving that kindness is before cash in these troubled times.”
7. The Bowgie
In a similar thread, The Bowgie Inn in Crantock launched a ‘thank you’ campaign, which saw people tag the friends who were going above and beyond in some way to help their community. The Bowgie then picked a few of these “everyday heroes” at random and sent them vouchers to use when this is all over…just because. It’s these small acts of kindness and human connections that will help brands go a long way in the next phase of the weird and uncertain time we collectively find ourselves in.
Have you seen any other incredible responses from businesses during the crisis?