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Top five creative campaigns

It’s been a busy month at Pead – we’ve wrangled 300+ media for New Zealand Fashion Week, added BMW and MINI to our client roster, launched a significant media report for Xero, and schmoozed Elle Macpherson at a Gala dinner – all relatively creative campaigns.

However, despite the temptation for us to blow our own trumpet (like we ever-so-subtly did in that introduction) it’s more important we step back and take stock of some of the best creative PR campaigns we’ve seen from around the world.

Buckle in blog reader, here are our five top picks from the last few weeks….

Cadbury removes words from its chocolate bars to highlight an important issue

All brands have a sense of social purpose and corporate social responsibility these days, but it is rare to find a creative campaign as well integrated as this. 

Confectionery giant Cadbury supports a British charity called Age UK, who provide a range of life-enhancing services and vital support to people in later life.  A core component of their work is fighting loneliness – with their research indicating 1.4 million elderly consider themselves lonely, and 225,000 live an entire week without speaking to anyone.

This was ample insight for Cadbury to launch a really sweet (geddit?) campaign – Donating From Words.  They’ve launched a limited-edition Cadbury Dairy Milk without any words on their packaging, encouraging “Brits to donate their words” by pledging to reach out and have a chat with older people in their communities.

Cadbury will donate 30p from each bar to the charity, and the clever retail-led activation will raise the profile of this important issue in supermarkets nationwide.

Moral of the story? Go visit your grandmother (and bring her some chocolate)

PornHub releases the filthiest video you’ve ever seen.

It’s not very often you get permission to google “PornHub” on the work computer when researching creative campaigns.

PornHub has produced its “Dirtiest Porn Ever” by commissioning pornstar couple Leolulu to engage in sexual activity on one of the world’s dirtiest beaches – covered in pollution, plastic and rubbish. Literally, quite trashy sex.

With more than 6.5 million tons of litter being dumped in the world’s oceans every year, it’s a cause that appeals across the global footprint and varied demographics of the brand.

For each view of the video, PornHub will donate to Ocean Polymers – a non-profit that specialise in solutions to collect and process plastic waste from the world’s ocean.

So what are you waiting for?  Help save the world by watching porn today.

KFC slaps down the Conservative Party on Twitter:

Who needs scripted drama when we have the impending self-combustion of the UK to keep us all entertained? 

(Here’s a quick overview for those political novices – the Conservative Party is leading the polls in the UK but doesn’t have a parliamentary majority for Brexit.  As such, they are hoping to push through an election to secure a greater majority in Parliament and get their vision of Brexit across the line.  However Labour – led by Jeremy Corbyn – isn’t rising to the bait as he fears the Conservatives could push Britain into a No Deal Brexit which is widely forecast as damaging.  Got it?)

The Conservative Party attempted to ride on the back of KFC and called Jeremy Corbyn a “chicken” for refusing to go to the polls – dragging KFC into the political squabble.

However, KFC was not having a wing of it and swiftly clapped back at the Conservative Party telling the Conservatives not to “come at them”.  Naturally, they won the internet and secured a huge amount of positive PR.


While politics is a bit of a risky gamble, it appears that fried chicken always wins above a Tory – and this case study provides a timely lesson in how witty, reactive social is a mandatory for creative PR.

Monopoly launch a version of their game where women get paid more than men

As a man working in communications I’ve been surrounded by (terrifyingly) impressive and well-paid women my whole career – but unfortunately, that’s an exception to the rule.

To help teach children about the gender pay gap, Hasbro has released Ms. Monopoly which celebrates women empowerment with this hugely creative comms campaign. 

Every time a female player passes GO they will receive $240 while men will receive the usual $200, and instead of buying property players invest in inventions created by women such as WiFi.

The limited-edition product has been released to make the gender pay issue relevant to everyone – if men play their cards right, they can win, but women have a definite advantage from the start.

I think we could safely assume Deborah Pead would have no problem swiping up Park Lane or Mayfair with these rules in play.

What the actual f**k?!?

In what is arguably the best f***ing news I’ve heard for f***king ages, Nurofen has conducted a scientific study that concludes swearing helps provide pain relief.

As “experts in pain management” Nurofen have pulled together a panel of scientific experts to carry out an experiment on the effect of swearing on short term pain.


Volunteers were invited to test the power of swearwords by submerging their hands in ice water – those who could swear managed to endure the pain caused by the ice water for longer.


While it’s undoubtedly a campaign the media would lap up, I’m unsure what it will do for Nurofen. 

Next time I have a headache in the office, I might just start calling my colleagues d***heads and save myself $6.99.

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