Creativity: never on lockdown
How our brands rise to address extraordinary circumstances
Brands who stayed connected with consumers throughout the lockdown are now poised to reap benefits. As the country reopens, they enjoy share-of-mind and a heads up on the competition. Here are some examples of how our clients rose to address extraordinary circumstances, and how their brands never stopped being part of the conversation.
MCS
It is said that, in crisis, timing is everything. Brands that, like MCS, act fast and are first to communicate solidarity, set an example to follow.
United Way of Puerto Rico
The lockdown may keep the population safe from the pandemic, but for some people, being trapped at home with their abusers poses real dangers. United Way raises awareness of their plight and offers much needed help.
The Dominican Republic Tourism Board
Visitors might be keeping away for now, but the Dominican Republic stays top-of-mind, ready to welcome guests whenever they feel it’s safe to travel again.
Instituto Español
Instituto Español has been taking care of mom’s skin for years. This Mother’s Day, when so many families had to be apart, it invited people to express their love for mom and publish their good wishes on social media.
Ménage à Trois
Ménage à Trois wine, which appeals to Millenials and Gen-xers, jumped on the opportunity to grab their attention on Facebook with a new “wine love” emoji idea. It’s certainly an appropriate reaction both for the brand and for these trying times.
The Perfect Serve Puerto Rico
The Perfect Serve is an advanced continuing education program for professional bartenders and mixologists. During the lockdown, it launched a #DesdeCasa (From Home) edition on social media.
Tequila Jose Cuervo
With a witty play on words and a humorous song, Cuervo lifted everyone’s spirits. With bars closed, the meeting place became social media. The TikTok challenge: What do you do with Cuervo when you’re cooped up at home?
Nissan
Women are strongly represented in Nissan’s marketing team, and many of them are mothers themselves. During the lockdown, which kept them from visiting their own moms on Mother’s Day, these Nissan execs went public on the social networks and expressed their deep appreciation. This campaign was later followed up by a message of thanks to all frontline workers.
AT&T
This crisis evidences the importance of good cellular connection, and AT&T has quickly taken to the “new normal” by portraying the novel behaviors in its messages. This campaign appeals to emotions as it communicates the superiority of the brand’s network.
