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Time of India
10 hours ago
- Entertainment
- Time of India
Eyes that scroll: A Cannes Lions Social and Creator Special: BE Extraordinary
These are campaigns that stood out for use of social media and creator-led strategies . From playful "sonic branding" challenges, to a B2B strategy disguised as consumer engagement or leveraging a social media platform's community, each one had a unique story to tell. Oreo "Name this Oreo', VML Oreo transformed its iconic cookie into a playful exercise in "sonic branding" and social engagement. The campaign leveraged the simple act of twisting, licking, and dunking an Oreo, translating these actions into a "Morse code" for the brand. Different combinations of cookie and cream created distinct auditory responses, challenging a community of Oreo lovers to "guess the sound." This innovative use of social media didn't just showcase the product; it invited active participation and interpretation, turning the familiar cookie into an auditory puzzle. It bordered on sonic branding, demonstrating how the very act of consuming an Oreo could be playfully interpreted through sound, galvanizing a community around a shared, multisensory experience. Lay's Bar Crawl, Slap Global Lay's amplified its "No Game Without Lay's" slogan with a clever social media campaign featuring football legends Thierry Henry and Lionel Messi on a pub crawl. The premise was simple: the stars would attempt to watch a game at various pubs. Upon entering, their first question would be, "Do you have Lay's?" If a pub didn't stock the chips, the celebrity duo would simply leave and move on. This highly engaging social experiment was designed to be filmed and shared, creating immediate, viral content. It leveraged the immense fan base in pubs, turning every potential sighting of the stars into a demand for Lay's. The implicit message was clear: if you want football legends to watch the game at your establishment, you better have Lay's on hand. This was a brilliant B2B strategy disguised as consumer engagement, driving demand for Lay's in pubs by appealing directly to the desires of their patrons and the influence of iconic athletes. US Navy "Subreddit Hunt", VML The US Navy faced a dual challenge in recruitment: a high benchmark for candidates and difficulty reaching this niche audience. They devised an incredibly intelligent and targeted recruitment campaign using the popular online platform Reddit. Playing on the homophone between "submarines" and "subreddits," the Navy began hiding intricate clues, quizzes, and IQ tests within various subreddits. These challenges were designed to appeal to individuals with the specific skills, intensity, and knowledge required for Navy service. Finding and solving these hidden puzzles demanded significant intellect and persistence, effectively pre-qualifying potential recruits. This highly innovative approach turned a digital space into a sophisticated recruitment tool, leveraging an online community's characteristics to identify and engage a highly specialised talent pool for the US Navy. (At BE Extraordinary, a series about the winners at Cannes Lions written in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix winners, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Scottish Sun
a day ago
- Sport
- Scottish Sun
Cesc Fabregas' Como told to make new stadium SMALLER amid fears stunning lakeside views could disappear
Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) COMO 1907 are set to make big changes to their stadium - but they have been hit by some strict restrictions. The Serie A club had considered building a new ground but it was deemed not necessary since the current site allows for expansion. Sign up for Scottish Sun newsletter Sign up 4 A projection of what Como's ground could look like after renovations Credit: Populous 4 The Stadio Giuseppe Sinigaglia is situated right next to Lake Como Credit: Alamy 4 Local authorities will restrict the height of the new stands Credit: Reuters 4 New stands must be symmetrical and allow for a view of the lake Credit: Reuters Local authorities are keen for the stadium to maintain its community roots however, stressing the importance for architectural consistency. That means Como will be restricted in the changes they make as they have been told to respect the landscape. That includes maintaining views of Lake Como, situated directly next to the ground, and keeping the war memorial. New stands must not exceed 16 metres - a reduction from the previously planned height of 22 metres. READ MORE IN FOOTBALL GLEE WREX Former Premier League club in 55,000-seater new stadium proposal Rules stipulate the north and south stands must have a uniform roofline, with the structures symmetrical and smaller in scale. The project has received the backing of fans and an online petition has been launched showing support. However a residents' committee oppose the plans, as do a group of architects. Como have enjoyed a resurgence since being taken over by Indonesian company Djarum Group in 2019. BEST FREE BETS AND BETTING SIGN UP OFFERS They have gone from being semi-professional in Serie D to Serie A, where they finished 10th last season, managed by Cesc Fabregas. The former Arsenal and Barcelona star is also a minority stakeholder in the club, alongside his ex-team-mate Thierry Henry.
The Sun
a day ago
- Sport
- The Sun
Cesc Fabregas' Como told to make new stadium SMALLER amid fears stunning lakeside views could disappear
COMO 1907 are set to make big changes to their stadium - but they have been hit by some strict restrictions. The Serie A club had considered building a new ground but it was deemed not necessary since the current site allows for expansion. 4 4 4 4 Local authorities are keen for the stadium to maintain its community roots however, stressing the importance for architectural consistency. That means Como will be restricted in the changes they make as they have been told to respect the landscape. That includes maintaining views of Lake Como, situated directly next to the ground, and keeping the war memorial. New stands must not exceed 16 metres - a reduction from the previously planned height of 22 metres. Rules stipulate the north and south stands must have a uniform roofline, with the structures symmetrical and smaller in scale. The project has received the backing of fans and an online petition has been launched showing support. However a residents' committee oppose the plans, as do a group of architects. Como have enjoyed a resurgence since being taken over by Indonesian company Djarum Group in 2019. They have gone from being semi-professional in Serie D to Serie A, where they finished 10th last season, managed by Cesc Fabregas. The former Arsenal and Barcelona star is also a minority stakeholder in the club, alongside his ex-team-mate Thierry Henry.
Yahoo
5 days ago
- Sport
- Yahoo
France U21 manager Gérald Baticle to extend contract
In charge since the end of the 2024 Paris Olympics, Gérald Baticle will extend his stay with France's U-21 national team. On Friday, L'Équipe reported that the former AJ Auxerre striker will be in charge of the French youth squad until 2027. Since replacing Thierry Henry as manager, Baticle has six wins, four draws and one defeat as head coach. At the moment, Baticle is involved in the U-21 Euros in Slovakia as the French are in a group alongside Portugal, Georgia and Poland. They drew 0-0 in their opening fixture against the Portuguese and then beat Georgia on Saturday (3-2). They will conclude the group phase against Poland on June 17. Advertisement His new contract means that he'll be around for the following Euros in Albania and Serbia in June 2027. Before being named an assistant to the French U-21 squad that won a silver medal at the previous Olympics, Baticle served as manager of Angers SCO from May 2021 to December 2022 in Ligue 1 before being sacked. He had also spent three seasons with the Auxerre U-18 squad, guiding them to the final of the Coupe Gambardella in 2007. As a player for AJA under the legendary Guy Roux, Baticle won the Coupe de France in 1994 and the Coupe de la Ligue the following year. Baticle was the leading goalscorer at the 1992-93 Europa League, known back then as the UEFA Cup, scoring eight times as they made it to the semi-finals. GFFN | Joel Lefevre
Metro
12-06-2025
- Sport
- Metro
Liverpool and Chelsea sent clear message over Hugo Ekitike transfer
Eintracht Frankfurt have told Liverpool and Chelsea they will not lower their asking price for striker Hugo Ekitike. The highly-rated 22-year-old has been heavily linked with a move to the Premier League following a breakout season at Frankfurt. Ekitike had never hit double digits before the 2024-25 campaign but netted 22 goals in his first full season with Eintracht Frankfurt. The Frenchman's form helped Frankfurt finish third in the Bundesliga behind Bayern Munich and Bayer Leverkusen and go deep in the Europa League before they were knocked out by eventual winners Tottenham. Both Liverpool and Chelsea have expressed interest in signing Ekitike this summer as Arne Slot and Enzo Maresca look to bring some firepower to Anfield and Stamford Bridge. Wake up to find news on your club in your inbox every morning with Metro's Football Newsletter. Sign up to our newsletter and then select your team in the link we'll send you so we can get football news tailored to you. Liverpool of course won the Premier League last season but did so playing without a recognised striker for most of the campaign. One of the forwards already at Anfield, Darwin Nunez, is expected to move on amid interest from clubs in Italy, Germany and Saudi Arabia. Chelsea are also interested in a deal for Ekitike despite welcoming England U21 striker Liam Delap to the club last week in a £30m deal from Ipswich Town. The Premier League clubs are hoping Frankfurt will lower their asking price for Ekitike, who they value at €100m (£84m). However, the German club appear ready to stand firm on that valuation, with sporting director Markus Krosche insisting they do not have to sell Ekitike this summer. 'If the price isn't right, then he'll just stay with us,' he told Wiesbadener Kurier. 'We don't have to sell Hugo.' Ex-England defender Micah Richards recently revealed Arsenal legend Thierry Henry's verdict on Ekitike. 'In terms of Ekitike, I've spoken to Thierry Henry about him a lot,' Manchester City hero Richards told The Rest is Football podcast. 'He says he's not [necessarily] a frustrating player, but one minute he looks amazing and the next minute he doesn't really do the basics very well. 'But he said if he gets it right and improves then his ceiling could be very, very high.' Richards, meanwhile, is unsure whether Ekitike is an ideal fit for Slot's Liverpool ahead of their Premier League title defence. He added: 'It depends on how they want to play. Do they want a striker who can stretch or they do they want a striker who is going to come to feet and interlink play? More Trending 'Ekitike is not bad on the ball but he's more of a stretch striker than a [Roberto] Firmino coming in deep and linking play. 'Where does Florian Wirtz fit into that? Where does Dominik Szoboszlai fit into that? Where does Luis Diaz potentially fit into that. 'If they get Wirtz I think they may be looking for more a player who can drop and Diaz can play a little bit deeper. He played a lot as a No.9 this season. 'But talent wise he's definitely got enough to add to this Liverpool side.' For more stories like this, check our sport page. Follow Metro Sport for the latest news on Facebook, Twitter and Instagram. MORE: 'He'll probably go there' – Premier League star expects team-mate to join Liverpool MORE: AC Milan in talks to sign second Arsenal star along with Oleksandr Zinchenko MORE: Enzo Maresca told Chelsea fans would have preferred £64m striker to Liam Delap
