Too many brands stick to what they know when it comes to advertising.
But if you need to shift perceptions and connect people in new ways you have to shift the script.
Here are two campaigns from January that do just that, shining a light on their core message through a lens you wouldn’t expect.
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CALM: Humour cuts deeper.
How do you resonate without sounding out-of-touch?
Author G.K. Chesterton once said, “Humor can get in under the door while seriousness is still fumbling at the handle.”
A philosophy CALM’s This is Not a Drill campaign embodies.
Its blend of humor and hard truths is a fresh approach in delivering a serious message to an audience.
Using comedy and drill music to better connect with 18-24-year-olds, many of whom lack the words, courage, or desire to express their struggles is a breath of fresh air.
Backed by research that shows this group finds it hardest to seek support, CALM emphasizes the power of support networks, with a humour-first approach.
Helping them avoid the cringe factor and deliver a message that feels authentic, relatable, and impossible to ignore.
Huel: Fueling everyday ‘Hueligans’
Huel’s first global campaign is a celebration of the unstoppable energy of its ‘Hueligans.’
From farmers to clubbers and emergency workers to fitness influencers.
It’s a bold rally call that health isn’t reserved just for the gym, it’s woven into the everyday grind.
Meal replacement drinks might not be for everyone, but with a cult following among busy go-getters, Huel aims to spotlight how their products can fuel anyone chasing goals, from the unsung hustlers to fitness enthusiasts alike!
Excursion Studio Invitation: Brand Basecamp Gathering 💌
Still crushing those New Year’s resolutions?
If not, don’t sweat it, you’re in good company.
Resolutions are easy to abandon. Goals? Not so much.
Goals are active, energising, and affirming. They keep you moving forward.
But setting them isn’t enough. Goals need structure, accountability, and momentum.
That’s why we’re inviting you to join us for the very first: Excursion Studio: Brand Basecamp Gathering.
📅 When: Friday, January 31st, 10 AM – 12 PM
📍 Where: Online
Here’s what you’ll get:
- Accountability: Share your goals and boost your chances of success by 65%.
- Momentum: Connect with like-minded founders and marketers.
- Clarity: Cut through the clutter and focus on what matters most.
Getting started is easy:
1️⃣ Simply hit the link below.
2️⃣ Sign up for the event
3️⃣ Join us on Friday 21st
Bonus: Every attendee gets our Brand Basecamp Goals Framework Worksheet to sharpen their plans.
P.S: What’s one goal you’re excitied about this year?
Bring it with you on the 31st, we’d love to hear it.
