5 inspiring brand responses to the Coronavirus crisisWritten by 1HQ 4 May 2020
This period we’re living through has brought out the best in brand altruism and community – Crocs offering 10,000 pairs of free shoes a day to healthcare workers, and Tesco boosting their food donations program to name just a couple.
We have collated our Top 5 examples, from our latest Monthly Inspiration, showcasing how global brands are responding to Coronavirus by providing a moment of joy or staying top of mind.
1) Emily Crisps
Emily Crisps have gone against the movement of the dominant “we’re in this together” brand mantras. Their campaign is designed on the premise that, as luck would have it, they have launched their first outdoor campaign at a time when no-one will see it. But you make your own luck and, sometimes, to do so requires a bit of courage.
A few months ago, Emily Crisps bought some outdoor media space thinking April would be the perfect time to run a campaign. While many brands may have pulled out given the current state of affairs, Adam Draper, MD, told his marketing team to embrace the moment as a unique opportunity.
So, instead of pulling the campaign, they adjusted the creative to draw humour from the position they found themselves in. They have injected a much-needed light-heartedness during a period of national emergency and created a level of interest and awareness that may not have otherwise been possible.
While vegetable crisps may not have been on everyone’s panic buying shopping list, this campaign is likely to establish Emily Crisps in the hearts and minds of consumers long after lockdown has been lifted. It goes to show that a little levity can go a long way.
2) Stay Safe, Stay Sane
Studio Lennarts & de Bruijn and Overdeschreef, based in The Netherlands, have come together to bring us the Stay Sane Stay Safe campaign. They are asking for designers to help everyone to stay at home, so our lifesavers can do what they do best: save lives.
The campaign is calling all visual communication gurus to design posters to omit positive vibes and inspire the general population to stay at bay. Each designer will be credited on the poster, website and social media, helping to promote creative work. Download the posters to encourage others to become a remote hero too. Share them on a social media of your liking or print them out and stick them on your window.
Social good is at the heart of the Brewgooder brand. Typically, they brew and sell beer to help fund clean drinking water products across the globe, and whilst this remains their core mission, they are starting to do their part to support those on their doorstep.
Helping to recognise the everyday commitment of our NHS champions, they are asking you to buy them #OneOnUs, for when they are ready to enjoy it. So far, 5,456 rounds have been donated, complete with messages of support and appreciation.
4) Whatssup, Bud?
Budweiser has re-recorded the audio for its iconic 1999 advert to make it more relevant to people in lockdown, encouraging them to connect with others. The decision to remake the ad comes after YouGov research found that one in five Britons is living alone during lockdown. It aims to show the importance of staying in touch with friends and family, ending with the line: ‘Buds support buds. Check in on yours’.
In the US, Budweiser has enlisted sports stars including basketball players Dwyane Wade, Chris Wade and Candace Parker to create a new version of the ad in which the stars take part in a FaceTime call where they ask each other, ‘Whassup?’
5) Say it with Emojis
&Walsh has created a new set of emojis, from every design in-joke for graphic designers and a set for the wider world based on working from home and life in ‘2020’. Seeing a need for a new language to make it easier to communicate and provide light-hearted relief amid the crisis, the emojis are helping us to express ourselves in isolation,
The graphics reference aspects like being tight on cash, general feelings of stress, confusion, what to wear for a virtual meeting, depressing news headlines, and wanting to ‘reset’ 2020. They also cover all the tropes of designer life, from deadlines to laptop stickers, imploding inboxes, file naming and eyedropper usage, not to mention tweaking Adobe icons to comedic effect.
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