GALTON ReCaps: Quirky Monzo & Stock Photo Corona Campaign

At our agency, we regularly monitor marketing shifts of ?? brands that have made ?? bold steps in their own branding, employer branding and communication. Subscribe to the GALTON ReCaps newsletter and receive regular ?? inspiration from the ?? world of brands that you should definitely not miss.?

The current climate in the advertising environment resembles the weather. Creative agencies have brought ideas to the market that are marked by sentiment for simpler times. Thus, words are increasingly replacing emotions. Increasingly, we see that brands are not afraid to use innocence, spontaneity, and naivety in communication.

MONZO

Viral records have been broken in recent days by a creative concept from Uncommon Creative Studio, which unveiled the launch campaign of British digital ??bank Monzo. Absurd and often unexpected plot twists made their way into both an ad and an OOH, where, through contradiction, Monzo depicted the well-being that online banking brings to people. With the campaign claim "Money never felt like Monzo,"? the brand came into the crosshairs of all mainstream media, from AdAge to The Drum. That ?? eye-catching idea sells more than any telling testimonials, writes the magazine Campaign UK ?? Read more

LONKERO

RTD drink Lonkero captivated the creative scene with a subtle nod to the revolutionary but short-lived new generation drink introduced by 可口可乐公司 in the early nineties. We are talking about the OK Soda drink, which did not warm up on the market for a long time, and after its launch in 1993, it was waiting for its end in two years. Hopefully, this will not be the case for the British equivalent of the Finnish drink, Lonkero. Lonkero is a Finnish ??drink that combines gin and juice or lemonade, usually grapefruit. As a brand, Lonkero strives to impress with equally dramatic typography, comic illustration, and bold brand voice. If you're also wondering what the launch of the now-defunct OK Soda looked like, Charlotte Moore, who was responsible for both art direction and creative direction at the time, posted it in her ?? online portfolio

CORONA

A large impact does not always require a large production. In an effort to deploy the new summer campaign, ?? Corona chose stock photos. To boost her brand ??image, which expresses holiday comfort, she paid just $100 for a shot of the sunset. As the co-founder of We Believers said, in streets filled with visual smog, it is important to refresh the advertising space with the purity of the message. No claim, no tagline, nothing. Just a logo and an ingenious placement. ?? Read more

BRADFORD - UK City of culture

Let us move for the moment into the future. In 2025, Bradford will become the ?? city of culture in the UK. Fresh Identity, which is fine-tuned to the last detail in every online and offline environment, got Rabbithole Studio into hot feeds on X and Facebook overnight. Referring to the city's multiculturality, youthfulness, and eclectic spirit, Bradford 2025 UK City of Culture carries a modern identity that portrays the city's real residents in the campaign. ?? Read more

APPLE vs. SAMSUNG

Devices against emotions

But what if naivety is the element that is subconsciously sought after and desired in the age of AI, deepfakes, and generic content created by influencers regardless of brand loyalty? Did Apple outrage the ?? Crush campaign because it expressed the idea of digital progress in a violent and callous way? Or by abandoning his sentimental and naive nature? Let's try to focus on the campaign message.

Get everything superfluous out of sight. Especially analogue. Introducing the thinnest iPad in 苹果 history. The most powerful processor in Apple history. More perfect retina. Sharper colors.? Trustworthy and faster animations. In other circumstances, all these claims would sound irresistible. But Apple has forgotten that technology ?? does not serve the media, but the people in it. And that they are there for them. Perhaps, as consumers, we still need to see ?? imperfections, look for ways to make things better, and not try to let things go out of our lives at the expense of minimizing space. If Samsung found an opportunity to argue that creativity can't be destroyed in response to Crush, it also pointed out that the era of perfection is too scary without any sentiment.

DECATHLON

Although it's been some time since Decathlon unveiled its new ?? brand identity, this ?? global rebranding of Decathlon from the Wolff Olins masterminds still occupies our attention. The radical transformation of the logo took place at the level of developing the entire system of brand assets, adjusting the color spectrum, and dynamically acting visuals. Without lengthy presentations and warnings, she was soon deployed in the first seasonal campaign. Which, after all, is also in line with the new position of the brand, which is moving at a predatory pace and confidently from a retail chain to a sportswear brand. ?? Read full case study

Looking for more branding inspiration? Check out our recent projects, like Bubble Mania or RedK, in our case studies.