For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter Learn from the best. I have collected the insights and strategy for ten of the most iconic work from the last 3 years (UnderArmour - I Will, REI - OptOuside, Apple - World Gallery, Newcastle Beer - If We Made It, Guinness - Made of More).

1. STRATEGIES
BEHIND THE 10 BEST
CREATIVE WORK

2. I WILL - UNDER ARMOUR
STRATEGY:
PRESENT THE UNDER ARMOUR WOMAN AS A
WOMAN WHO DOESN’T NEED PERMISSION
BECAUSE SHE HAS WILL
Brand Insight - To speak her language, we
needed to shift performance away from a
traditional competitive context and into a more
personal one
Cultural Insight - In a culture obsessed with
debating what a woman should be, the only way
for her to free herself from pressure is to define
success on her own terms.
Consumer Insight - The Under Armour woman has
the will to impress only herself
DROGA5

3. VISIT MUM - BRITISH AIRWAYS
STRATEGY:
BA UNDERSTANDS THE JOURNEY YOU ARE
TAKING
Consumer Insight - A lot of holiday traffic was first
and second generation Indian Expats flying back
home from North America
Product Insight - Don’t claim to be one of us, show
that you understand us. Not about Hindi meals on
the flight but the fact we are making this journey
Cultural Insight - Indian mothers were the key
pillar in the family and had a strong pull of their
children coming back home
OGILVY

4. TAKING BACK NY - SEAMLESS
STRATEGY:
CONNECT WITH PEOPLE’S PROUD NEW YORK
IDENTITY
Consumer Insight - Long hours, demanding
careers, busy lifestyles and a high cost of living
make New York a tough place to live, but saying
‘I’m a New Yorker’ is a badge of honor
Cultural Insight - In New York, delivery is a way of
life
Brand Insight - Seamless provides access to more
restaurants, cuisines and options for diner than
any other service in New York City.
BBH NEW YORK

5. MADE OF MORE - GUINNESS
STRATEGY:
GUINNESS CELEBRATES THOSE WITH THE
CONFIDENCE TO CARVE THEIR OWN PATH
Product Insight - A product that is bolder than any
other beer in terms of its look and taste
Consumer Truth - Beer drinkers who respect
those who have the confidence to make bolder
decision and choices in life
Brand Insight - A brand that has always had a bold
outlook on life (e.g Arthur Guinness made bold
choices to sign a 9000 year lease on his brewery
and to brew dark beer versus a golden ale)
BBDO

6. IF WE MADE IT - NEWCASTLE BEER
STRATEGY:
TAKE THE LAME MEDIA TACTICS AND TURN
THEM UPSIDE DOWN TO BREAK THROUGH
Product Insight - Newcastle Brown Ale was first
brewed by ‘Geordies’; the coal-mining,
no-nonsense working class of Newcastle, for
whom the beer was brewed
Consumer Insight - They are no frills guys, who
are sick of beer brands pandering too them
Cultural Truth - The Superbowl is the biggest
marketing event of the year, full of marketing
trickery
DROGA5

7. WONDERFILLED- OREO
STRATEGY:
HELP PEOPLE OF ALL AGES SEE THE WORLD
WITH WONDER
Product Insight - the product was surrounded by
innocence, a glass of milk, doting parents,
after-school
Consumer Insight - We lose our childhood
innocence and wonder as we get older, however
we yearn for it
MARTIN AGENCY

8. WORLD GALLERY - APPLE IPHONE6
STRATEGY:
RETHINK WHAT YOUR SMARTPHONE CAMERA
CAN DO
Category Insight - The category highlights the
quantifiable features of smartphones in isolation
of the people using them.
Product Insight - Camera is one of the top
considerations when it comes to purchasing a
new smartphone
Consumer Insight - iPhone owners preferred
showing the output of their devices instead of
talking about the technology of the camera
TBWA

9. FEED THE GOOD - PEDIGREE
STRATEGY:
SHOW HOW THE GOOD IN DOGS BRINGS OUT
THE GOOD IN US
Product Insight - Dogs are good for people.
Owning a dog is an experience that transforms us
for the better
Cultural Truth - The elusive quality of innocence
that we had as children is the secret of genuine
happiness
Brand Insight - Dogs are good for people because
their innocence helps us connect with our own
BBDO

10. #OPTOUTSIDE - REI
STRATEGY:
ACT FOR THE GREATER GOOD DURING BLACK
FRIDAY
Consumer Insight - REI consumers were not
interested in shopping on the holiday weekend
Cultural Insight - Black Friday takes Americans on
a sharp turn from being thankful to mass
consumerism. A day created for corporate profit
by marketers.
Brand Insight - REI is a co-op that acts for the
greater good of its employees and members
VENABLES

11. LOVE HAS NO LABELS - AD COUNCIL
STRATEGY:
TO END BIAS, WE NEED TO FIRST BECOME
AWARE OF IT
Consumer Insight - Most Americans consider
themselves to be unprejudiced
Cultural Truth - Our society is fraught with
tensions. Labels unnecessarily divide us
R/GA

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