Cue 13 takes a detailed look at how Systems Thinking provides a view of the world working as an interconnected whole. We highlight how this holistic approach interlinks design, social media, innovation, sustainability and more!

Download your copy of Cue 13 now: https://bit.ly/cue13AllSystemsGo

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Twitter is celebrating its conversations that challenge Valentine’s day customs with an integrated campaign, including out-of-home, video, and experiential.

The campaign sees straight-talking Tweets take over tube platforms, replacing aspirational ads with awkward humour anyone can all relate to. The Dating Twitter Advice Bureau, launching in London’s Covent Garden, features interactive installations bringing to life authentic Tweets from real people at the heart of its messaging across all channels.

David Wilding, Director of Planning at Twitter UK, says: “The most hilarious, honest and real accounts of dating aren’t those found in magazines, romcoms or on the apps, but within the Dating Twitter conversation. People come to Twitter to talk about what they really think about love and dating – the good, bad, awkward. We want to honour the true reality around the modern world of dating on Valentine’s Day, by bringing the rawest and relatable Tweets to life at the Advice Bureau, even if it’s not very helpful!” – 

Visitors can browse unique installations inspired by real-time Tweets such as the Wheel of Misfortune, Ghosting Graveyard, Gallery of Awkward Silences and x-rated Tweets at the peep show

Twitter will also unveil a satirical film featuring stand-up comedian Phil Wang offering his own weird and wonderful twist on the experiences and advice shared via Twitter.

The London-focused OOH campaign sees platform takeovers of major London tube stations – Oxford Street, Piccadilly Circus, and Tottenham Court Road – showcasing the greatest Tweets.

The campaign also includes flyposting of printed assets across Clapham Junction, Queens Town Road Battersea and St Pauls Road Islington.

Tom Pursey, Co-founder & Creative Director at Flying Object, says: “For Valentine’s Day, when London is full of overpriced set menus and cheesy gifts no-one actually wants, we wanted to give Twitter’s daters a place to share their bitingly true observations, hilarious takes, and to dish out some terrible advice. It’s a time when people need Tweets more than ever, so we’ve put dozens up on out of home, into a video with a brilliant comedian, and into 3D through interactive installations. After all, at the Dating Twitter Advice Bureau, you’re never alone. Even if you are.” 

The Dating Twitter Advice Bureau will take place at 7 James Street in Covent Garden and will be open between 13th– 16th February 2020.

To support the campaign, @TwitterUK will be sharing questionable dating advice and updates from the Dating Twitter Advice Bureau throughout the week.

The @TwitterUK handle will host its first ‘Threadventure’, an interactive Thread journey to help users explore the Advice Bureau directly on the platform.

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The world’s favourite cookie, has revealed its first ever fashion collection, created in collaboration with three European influencers. The initiative was developed in partnership with creative agency ELVIS.

‘OREO Twist Your Style’ builds on OREO’s heritage to bring the brand even further into fans’ lives through clothing, with the aim to drive sales as well as buzz and engagement in key European markets.

OREO and ELVIS partnered with influencers Samantha Faiers from the UK, Anne-Laure Mais Moreau from France and Yvonne Pferrer from Germany, who have a combined Instagram following of over 4m, to develop the fashion collection and supporting campaign. The exclusive range uses iconic OREO imagery in a playful way and features a number of pieces ranging from classic garments such as sweatshirts and T-shirts, through to more trend-led items, such as bucket hats and bum bags. The three influencers each created a denim jacket for the collection, based on their own personal style.

Consumers can win items from the collection, along with the grand prize of a €1,000 shopping spree, by picking up a special OREO pack and entering the competition at www.oreostyle.com.

To promote the initiative, OREO and ELVIS have also developed a campaign which will run across TV, social, digital, in-store and PR channels in 11 European markets. Directed by Jack Bowden, who has previously worked with brands including Missguided and Nike, and produced by Craft Films, the film content has a ‘behind the scenes’ feel and captures the playful, natural reactions of the campaign’s models and influencers.

Influencers were scouted, briefed and managed by IMA (Influencer Marketing Agency).

Vira Ponomarenko, Manager OREO Equity & Base at MEU, said: “Developing this collection enables us to spark playful connections with our audience. The work plays on the fact that OREO is more than just a cookie – it’s an icon in its own right. We’re giving OREO fans the opportunity to win an exclusive piece of the brand they love.”

Elli Stone, Creative at ELVIS, added: “OREO is a true cultural icon. We wanted to create something fresh and exciting that OREO had never done before, but still had the cookie’s unmistakeable playful spirit at its core: a unisex fashion collection that OREO lovers would be buzzing to get their hands on.”

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EON Productions, Metro Goldwyn Mayer Studios (MGM), Universal Pictures International and United Artists Releasing have launched a global initiative challenging the most creative 007 fans to produce original James Bond poster artwork, ahead of the April 2020 release of No Time To Die.

Judges from the marketing teams of MGM, Universal Pictures International and United Artists Releasing, are looking for artwork that is ‘unique, eye-catching and undeniably Bond’. Inspired by the Daniel Craig Bond films, the work must celebrate the design legacy of the franchise and will be judged on creativity (30%), originality (30%) and overall understanding of the theme (40%).

Daniel Craig announced the initiative

Selected creators will receive prize money and feedback on their submission from a local creative agency, as well as career advice to encourage the next generation of artists and creatives into the industry.

Participants must submit their entries by 6pm on 16^th January 2020, with the selected creators announced early March next year. Further information can be found online at 007.talenthouse.com

No Time To Die, will be released globally from April 2, 2020 in the U.K. through Universal Pictures International and in the U.S on April 10, from Metro Goldwyn Mayer Studios via their United Artists Releasing banner.

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Cadbury Creme Egg, the Mondelēz International owned chocolate brand, is entering the world of content streaming with the launch of ‘EATertainment’, the first chocolate VOD platform. This tongue-in-cheek initiative was developed in partnership with creative agency ELVIS.

2020 sees the brand take a completely new direction with the launch of its own free-to-access video streaming platform, CremeEggEatertainment.com.

‘EATertainment’ is a playful take on the ever-increasing number of streaming platforms, from established players like Netflix through to new entrants such as Disney Plus and Apple TV Plus.

Inspired by the wide-ranging consumer debate surrounding the best way to enjoy a Creme Egg, the platform will host a wide range of cinematic short films worthy of the big screen; a mindful-mess series and brain-gasmic ASMR episodes. Viewers will be able to instantly stream anywhere on any device.

In addition to a ‘standard’ viewing package, viewers can also unlock ALL-YOU-CAN-EATertainment – a premium option that gives the audience access to additional bonus content by scanning a Cadbury Creme Egg, making ‘EATertainment’ the first streaming platform to offer premium viewing in return for the purchase of a product rather than a direct financial payment.

The initiative is Cadbury Creme Egg’s first non-broadcast channel campaign, in which new audience opportunities are explored alongside highly optimised digital, social and out-of-home plans that offer a taste of what can be found on the hub. As part of this, Cadbury has chosen to partner with Amazon Prime Video to tap into a highly engaged audience of streamers. Two cinematic pieces of original ‘EATertainment’ content, written and produced by Amazon, will sit exclusively on the Amazon Prime Hub, driving viewers left wanting more to CremeEggEatertainment.com.

Strategy, creative and content is by ELVIS. Media planning and buying is handled by Carat, and partnerships are managed by Storylab. PR is led by Golin.

Raphael Capitani, Brand Manager, Cadbury Creme Egg, said: “We’re truly thrilled to reveal this ‘eggciting’ new direction for Cadbury Creme Egg, in partnership with ELVIS. With the launch of ‘EATertainment’, we’re turning the Creme Egg eating experience into entertainment. We’re going to offer people the perfectly paired feast for their eyes and ears when they tuck into a tasty Cadbury Creme Egg.”

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Behavioural communications agency HeyHuman is launching two new campaigns fronted by Kelly Brook to promote SlimFast UK’s range of meal replacement shakes, bars and snacks.

The ‘Works for me’ brand ads are designed to reinforce the brand’s doable weight loss proposition by showing how SlimFast seamlessly fits into busy, everyday lives to drive brand reappraisal.

The brand ad will be supported by a month long #ICANJAN TV and Social campaign that was launched on 29th December to inspire people to deliver on their New Year’s weight loss resolutions. The social campaign was designed to provide inspiration and support that inspires change at the start, during and after the weight loss journey.  The campaigns mark Kelly’s latest campaign as UK ambassador for SlimFast who had lost two stone since she began her SlimFast journey last October.

Both campaigns are set to rollout through TV, VOD, and social channels.

Hannah Darlington, Marketing Director at SlimFast, says: “SlimFast is all about making weight loss enjoyable and achievable, and this campaign shows how our products can fit easily into people’s everyday schedules – complementing lifestyles rather than limiting them. The inspirational weight-loss journey Kelly has been on with the SlimFast brand makes her a perfect ambassador for our range of meal-replacement products.”

Liz Richardson, Managing Director at HeyHuman, adds; “The New Year is always a time for determined resolutions, and we wanted to deliver a campaign that supports and champions those who want to lose weight this year. The creative, in combination with Kelly Brook’s inspirational presence, will help reinforce the brand’s effective and doable weight loss proposition.”

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Topgolf has created three social films to show that its all-inclusive entertainment venues are a regular ‘to do’ for all social groups. Twelve Agency has created a national campaign leveraging the US Topgolf platform ‘Go out swinging’. The result is three films rooted in three key audiences that dial up relatable humorous human moments. We see Gary at his work party bonding with his team, Stan celebrating his 18^th birthday trying to compete with his family and finally Mindy attempting to impress her former Uni love interest.

Launched this week, the social campaign will be rolled out across Facebook, Instagram, YouTube and Snapchat.

Michael Hay, Regional Marketing Manager at Topgolf, said: ‘We really wanted to share the message that Topgolf is open to everyone, whatever your level and whatever the occasion. It’s a key time for us as social culture has moved beyond just going down the pub, and Topgolf is ideal for groups looking for experience-led get togethers. Being part of a wider global campaign, it was really important for us that the films nailed the British sense of humour and didn’t feel like a lazy adaptation, and I think Twelve has really achieved that with these films.’

Kate Knight, Group Account Director at Twelve Agency adds: ‘By using humour and characters people can instantly identify with, we’ve shown how Topgolf can be enjoyed by everyone. The stories are playful and easy to digest, perfect for bringing to life across social platforms.’

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Samsung Electronics Co. Ltd announced a bold mission as it launches the Galaxy S10 5G into the stratosphere to give consumers the chance to get their face in space.

Through SpaceSelfie, Samsung is demonstrating the pioneering spirit of its brand and setting a new standard for the potential of mobile technology. With over 200 hours at the edge of the world’s atmosphere, the S10 5G will showcase the strength of Samsung’s innovations and how it continues to design products that make what was previously impossible, possible.

Benjamin Braun, Chief Marketing Officer at Samsung Europe, said: “To celebrate that amazing things happen on Samsung screens we decided to take selfies to a new level and give people a chance to get their face in space, we are constantly pushing the boundaries of what is possible and with SpaceSelfie, we will show that amazing things continue to happen using Samsung technology – even from the edge of space.”

How the Samsung SpaceSelfie mission will work

A super-pressure High Altitude Balloon half the size of a basketball court (10.5m x 18m) will ascend from a launch pad in South Dakota in the U.S., carrying a bespoke payload box in which the S10 5G is held, to reach up to 64,900 ft.

The payload has been designed to ensure the best quality photos are captured by factoring in the earth’s curvature and reflective light from the sun, whose solar energy powers both the payload and the S10 5G itself.

Back on earth, consumers are in with a chance to receive a photo of their face in space by taking a selfie using their smartphone and uploading it to the Mission Control website.

Two bespoke apps were developed to facilitate SpaceSelfie. The first is a ground control app created to send and receive selfies between Mission Control and the payload.

The second is an app specifically designed for the S10 5G, which communicates with the still camera on the rig, commanding it to take the photo of a selfie displayed on the device’s screen. The S10 app then tells the ground app to send the image back to earth and from there it is delivered direct to the consumer.

Preparing the S10 5G for space travel

With the S10 5G, Samsung has created a phone so durable it can withstand the hostile conditions and pressure found at the edge of space, without insulation or casing.

The S10 5G was subjected to rigorous pre-launch testing and was able to withstand temperatures of up to -65°C. The S10 5G’s 6.7 inch Dynamic AMOLED display also proved its ability to perform in harsh environments, successfully avoiding any condensation or cracking at altitudes twice that of Mount Everest.

To date, only space travellers have ever had the opportunity to take a selfie in space. Now, with Samsung, consumers will have the chance to see themselves in space, right from the palm of their hands.

Anyone can submit their selfie via Mission Control. To get your face in space, visit www.samsung.com/spaceselfie and upload your photo.

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Red Consultancy has created a Positivity Check-Up tool to help Brits curate their social media experience into a more positive one on behalf of natural energy drink Purdey’s.

The campaign was built on insights into the nation’s energy levels. Research with over 2,000 Brits showed that over two thirds feel “energy sapped” with 53% admitting they seriously need a boost. 26% of us feel drained by Brexit while 19% are brought down by politics, current affairs and distressing news stories. 14% of us feel social media is to blame – rising to 28% in young adults.

The average Brit now scrolls through 300ft of social media content every day and checks their phone 30 times – and it’s not always a positive experience. www.purdeys.com/positivity  was created as an online positivity boost. Whilst social media has a bad reputation for showing ‘unrealistic’ lives, there are plenty of amazing accounts that promote positive messages and share uplifting words of wisdom that can lift you up.

The site was created by Red Consultancy in partnership with Kerve and includes a test where you can check your positivity rating on social media, positivity tips for improving your score and suggestions of top ‘positive’ accounts to follow. The Purdey’s tool is being supported by editorial outreach, influencer engagement and on owned channels.

Emily Morgan, Consumer MD at Red Consultancy, said: “We want to amplify the message that positive energy helps us embrace what life has to offer. Positivity and energy are intrinsically linked, and in a turbulent world with an overwhelming negative news cycle, we’ve designed an innovative campaign to add a little positivity to people’s days.”

Sarah De La Mare, Senior Brand Manager at Britvic, said: “We’re excited to be delivering an activation which brings to life the natural credentials of Purdey’s. Purdey’s is a positive way to energise your day and our new communications activity reflects that brand goal. We want people to think about their social media experience like they would their offline life. Surround themselves with positivity, follow accounts that make them feel great and unfollow those that bring them down.”

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Cadbury has this week launched a dynamic digital out of home campaign to encourage the nation to trial and vote for which of its three newly invented limited-edition Dairy Milk bars they’d like to keep in the range.

Cadbury’s Inventor competition launched last year and invited UK consumers to invent a new flavoured Cadbury Dairy Milk bar.  Three finalists have seen their bars created and go on sale in stores nationwide, and now the public are invited to decide which flavour will become a permanent addition to the Cadbury Dairy Milk range.

The campaign shines a light on the three inventors whose flavours were chosen in competition and, in the style of a political campaign, rallies the nation to head to the polls and vote for their favourite.

The creative will feature live polling data from across the UK, drawn from Cadbury’s voting website, to show the public which chocolate bar is leading the polls, and which flavour is proving most popular in different parts of the UK.

Devised by out of home and location marketing specialists Posterscope with Carat, the nationwide campaign will appear on over 50 large digital format screens and more than 500 digital 6-sheets, supported with static large and 6-sheet formats throughout July.  There will also be an upweighted presence of the relevant creative in the finalists’ local area to encourage residents to get behind their candidate.

Lyndsey Homer, Jr. Brand Manager at Cadbury Dairy Milk, commented: “We wanted a campaign that we could be confident would get the public behind our three Inventors and encourage them to take part in selecting which flavour we introduce to the Cadbury Milk Bar range.  Using the live polling data will create a sense of excitement and urgency among the public to get out and vote for their favourite.”

Juliet Pigache, Comms Planning Manager at Carat, added: “It was a no brainer for us to use digital out of home for this stage of the Cadbury Inventor campaign.  It gives us nationwide reach while also having the ability to use location data to home in and serve tailored creative executions in our inventors’ hometowns and counties, helping to drive local support in the final voting.”

Fleur Greenfield, Client Executive at Posterscope, further added: “We are always excited when a client wants to take advantage of the unique capabilities of digital out of home.  By using our Posterscope planning platform ECOS we have been able to draw on live voting and location data to serve a dynamic campaign that is engaging and relevant to consumers wherever they are in the country.”

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