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Favorite creative of July 2025

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World x BBDO New York

Favorite creative of July 2025

If You're Human and You Know It

As artificial intelligence increasingly shapes our digital lives, knowing who is truly human online has become a pressing concern. In response, World, a groundbreaking identity and financial network co-founded by Sam Altman and Alex Blania, has officially launched in the United States. With over 27 million participants and nearly 13 million verified humans across more than 20 countries, the initiative aims to redefine how we prove and protect our humanness online.

At the core of World’s system is World ID, a privacy-preserving identity solution verified in person via the Orb, a device that confirms each person’s uniqueness without storing sensitive personal data. By enabling individuals to prove they are real humans in a secure, decentralized way, World sets a new standard for digital trust in an AI-driven world.

To mark its U.S. debut, World partnered with BBDO New York on a creative campaign designed to make the technology more human and approachable. Featuring a joyful twist on the classic song “If You’re Happy and You Know It”, the ad becomes “If You’re Human and You Know It”, with a film directed by Jim Jenkins. The campaign serves as a lighthearted but powerful reminder that in the digital era, being human is worth celebrating and protecting.

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Favorite creative of June 2025

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Chiquita - "Likely the best snack ever"

Favorite creative of June 2025

Not just a fruit: Chiquita becomes a snack contender

With its “Likely the Best Snack Ever” campaign, Chiquita moves beyond highlighting product attributes—like natural sweetness or portability—and instead zeroes in on the real-life moments when people snack. From post-workout breaks to study sessions, from commuting to gaming, the banana is reframed not just as a fruit, but as a relevant, modern snack choice. In doing so, Chiquita directly challenges traditional snack categories, positioning itself alongside bars, chips, and other packaged options.

It’s a clever example of category hacking: shifting consumer perception to gain relevance in new usage contexts. By owning key consumption moments, Chiquita reinforces the idea that the best snack might just be the one that’s always been there—simple, healthy, and ready to go.

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Favorite creative of May 2025

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Heineken x LePub

Favorite creative of May 2025

Heineken and Joe Jonas encourage real-life connection by logging off

Heineken, in partnership with the agency LePub, has launched a new campaign titled “Social Off Socials,” featuring Joe Jonas alongside several American influencers. The initiative encourages people to disconnect from social media in order to foster real, authentic interactions. The core idea is powerful: what if these digital personalities disappeared from your feed would you spend more time engaging in the real world?

The campaign kicked off in late April during an event in New York, where Joe Jonas, joined by figures like Dude with Sign, Lil Cherry, and Paul Olima, urged participants to put down their phones and enjoy genuine moments of connection. This move reflects a desire to promote screen-free socializing, reminding us that true human connections are built beyond the scroll and the selfie.

With “Social Off SocialsHeineken reinforces its commitment to responsible consumption and enriching social lives through real-world interactions. The campaign taps into a growing trend of digital detox, resonating with a generation that is increasingly questioning the omnipresence of social platforms and seeking more meaningful experiences.

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Favorite creative of April 2025

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Kahlúa & Tony’s Chocolonely x Wieden+Kennedy London

Favorite creative of April 2025

Kahlúa & Tony’s Chocolonely Serve Up the Ultimate Sip with Edible Chocolate Cocktail Glass

Directed by Wieden+Kennedy London and brimming with indulgent charm, Kahlúa and Tony’s Chocolonely’s new campaign serves up a rich twist on cocktail culture. “Glass of Goodness,” the latest spot, introduces the Espresso MarTony—a decadent Espresso Martini presented in a Tony’s milk chocolate glass, blurring the lines between drink and dessert.

The film invites viewers into a world where sustainability meets indulgence, spotlighting the joy of savoring life’s little luxuries. With warm, tempting visuals and a cheeky narrative, it captures the playful spirit behind two beloved brands coming together.

 

This inventive blend of ethics and enjoyment is already turning heads, reaffirming both Kahlúa and Tony’s Chocolonely as champions of creativity and conscience in the world of treats.

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Favorite creative of March 2025

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Apple x TBWA\Media Arts Lab

Favorite creative of March 2025

Apple's new film showcases AirPods 4 with Active Noise Cancellation (ANC)

Directed by filmmaker Spike Jonze (“Her,” “Being John Malkovich”) and starring actor Pedro Pascal, Apple’s new film showcases AirPods 4 with active noise cancellation (ANC), the power of music and dancing.

The spot tells the story of how Pedro Pascal gets his heart broken. Everything turns nostalgic when the song “El conticinio” by Guitarricadelafuente starts playing. Things change when Pedro Pascal activates the noise cancellation of his new AirPods 4. Listening to music through these headphones, he visualizes a lighter and happier version of himself.

The campaign becomes a viral phenomenon, reaching over two and a half million views on YouTube in less than 24 hours. The agency behind the spot was TBWA Media Arts Lab Los Angeles.

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Favorite creative of February 2025

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Uber Eats x Mother London

Favorite creative of February 2025

Uber Eats reinvents convenience with humor and storytelling

Uber Eats‘ latest campaign, “When You’ve Done Enough”, cleverly combines humor, storytelling, and a universal insight: everyone deserves a break—even the most feared villains. Featuring Javier Bardem, known for his iconic villain roles, the ad portrays a mastermind who, after a long day of scheming, chooses to unwind with an Uber Eats order. This unexpected yet relatable scenario transforms food delivery into a moment of well-earned relaxation.

Behind this engaging concept is the renowned Mother London, known for its bold and innovative approach. Directed by David Shane, the campaign goes beyond traditional promotion by crafting a story that resonates with audiences. Instead of focusing on price or variety, Uber Eats highlights emotion and experience, positioning itself as more than just a delivery service—it’s a companion for moments of exhaustion and self-care. By using humor and a strong narrative, the brand delivers a memorable message: even villains need a break sometimes.

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Favorite creative of january 2025

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Kodiak

Favorite creative of january 2025

Elevating Breakfast with Purpose

Kodiak is expanding its high-protein, whole-grain lineup with the Limited-Edition Apple Brown Sugar Pecan Oatmeal, developed in collaboration with “Chief Brand Officer” Zac Efron. Known for his commitment to fitness and outdoor adventure, he played an active role in crafting a nutritious oatmeal with less sugar and more wholesome ingredients. “My goal was to create an oatmeal that’s really delicious and really good for you,” he shared. “I think we nailed it, and I’m so excited for people to try it.”

To bring this launch to life, the brand partnered with Finn Partners to develop a dynamic campaign featuring Zac Efron enjoying the oatmeal in the great outdoors, reinforcing a commitment to real ingredients and active lifestyles. More than just a product release, the campaign underscores a growing trend where brands and ambassadors collaborate beyond endorsements to shape product innovation and authentic storytelling.

Adding a deeper purpose, every purchase of this oatmeal supports Kodiak’s Keep It Wild initiatives, with a portion of sales donated to wildlife conservation efforts, a cause close to Zac Efron’s heart. “I’m extremely grateful that this project will contribute to wildlife preservation,” he said. This initiative strengthens a mission-driven brand identity, appealing to consumers who seek both nutrition and a positive impact with their choices.

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Favorite creative of december 2024

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Apple

Favorite creative of december 2024

Apple launches "Heartstrings" Holiday Ad directed by Henry-Alex Rubin, highlighting the transformative power of AirPods

Heartstrings is an emotional journey portraying a father living with moderate hearing loss. Created by TBWA\Media Arts Lab LA, the campaign underscores the transformative impact of Apple’s AirPods. The global media strategy spans TV, digital, and social platforms.

The campaign, launched ahead of the International Day of Persons with Disabilities (December 3), is inspired by research highlighting how hearing loss is often inadequately addressed with hearing aids. This neglect can significantly impact an individual’s overall well-being, potentially contributing to dementia and social isolation.

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Favorite creative of november 2024

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Etsy

Favorite creative of october 2024

Etsy brings meaningful connections to the holiday season with Waldo

Etsys holiday campaign, created in collaboration with Orchard Creative, features the beloved Waldo from the “Where’s Waldo” series in a heartwarming narrative. The ad shows Waldo navigating busy crowds where he’s always recognized but never truly seen on a personal level. This changes when a friend gifts him a handmade item from an Etsy seller, making him feel genuinely understood and valued.

The campaign’s concept was inspired by Waldo’s universal recognition and how it contrasts with a lack of deep connection. As Etsy’s Chief Brand Officer Brad Minor explains, “Waldo is someone who’s always being spotted but never really known.” This unique approach flips the familiar narrative, showcasing how thoughtful, personalized gifts from Etsy can create meaningful connections, especially during the holiday season.

In addition to Waldo’s story, the campaign highlights real Etsy creators, like Alexis Anne Grant, who crafts ornaments with emotional significance, and collaborations with celebrities such as Drew Barrymore and Naomi Osaka, who share their favorite Etsy finds. The message emphasizes the value of thoughtful, one-of-a-kind gifts that resonate deeply with recipients.

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Favorite creative of october 2024

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Mammut

Favorite creative of october 2024

Mammut disrupts Grey London Day with spectacular projections to encourage people to escape cities

Mammut‘s autumn campaign was created and produced by global digital agency partner DEPT

Swiss outdoor sports brand Mammut made a bold statement in central London with a spectacular activation aimed at awakening both dormant and new mountain enthusiasts, encouraging them to embrace the outdoors.

Mammut has a long history of standing out in an industry that started blurring the lines between streetwear and mountaineering.
Mammut’s appearance in the city environment where streetwear brands thrive is a way to signal that it doesn’t agree with the direction the industry is taking, it will always stay true to its roots, stay above the tree line, and will never sell out. By temporarily transforming the city environment, Mammut seeks to reconnect city dwellers with the great outdoors, inspiring them to embrace their adventurous spirit and experience the authenticity of the mountains.

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