Chipotle Debuts Online Apparel Collection After Digital Sales More Than Tripled In Q2

Using its leftover avocado pits, Chipotle is launching a sustainable line of apparel and accessories made with organic cotton called Chipotle Goods, all profits from which will benefit organizations advancing sustainability in fashion and farming. To promote the collection, Chipotle is teaming up with influencers to host a pop-up shop on Depop, where it will drop customized goods in real-time.

Timed for National Avocado Day, Chipotle Goods features apparel and branded unisex gear dyed with upcycled avocado pits. In a 30-second video spot, Chipotle shared how its heavy consumption of avocados—its restaurants are left with 300 million avocado pits per year— sparked the idea to collect, soak and simmer the pits to produce the light beige natural dye for the collection. Each piece requires five avocado pits, which amounts to five orders of guacamole.

Items like a bomber jacket and customizable graphic tees comprise the collection, which Chipotle says is “focused on size inclusivity, gender-neutral pieces and features unisex sizing on most products.”

Starting today, Chipotle’s 15 million reward members have exclusive access to the Chipotle Goods digital store using a special password shared via email. Chipotle will open the collection to the public on August 4.

On August 5, Chipotle will feature its Goods during a live Depop pop-up shop with mega influencers Avani Gregg, Natalie Mariduena, SpencerX and DevonOnDeck.

In 2012, Chipotle started buying uniforms from organic cotton farmers, making it one of the biggest US buyers of Global Organic Textile Standard cotton.

Chipotle’s uniform partner Loomstate created many of the collection’s items using energy-efficient materials. It’s the fast-casual chain’s hope that using Loomstate’s organic cotton will help prevent the use of synthetic pesticides. In 2019 alone, Chipotle prevented approximately 1.7 million pounds of synthetic pesticides from being used through its purchase of Loomstate employee uniforms.

Chipotle’s foray into merchandise coincides with an SMS guessing challenge it launched called “Unlock the Guac” as part of its yearly celebration of National Avocado Day on July 31. Chipotle is giving 52 of its rewards members a chance to win a year’s worth of free guacamole by correctly guessing the secret password for one of its six Chipotle Rewards accounts.

Despite challenges due to restrictions on indoor dining, Chipotle had a solid Q2—revenue declined 4.8 percent to $1.36 billion, but still beat expectations at $1.32 billion. In addition, digital sales surged 216 percent while comparable sales declined 9.8 percent. In July, comparable sales have increased 6.4 percent.

Gary Goodman’s Creative Picks: The Rules Don’t Apply

Ayzenberg creative director Gary Goodman explores his top picks for the most resonant campaigns he’s seen in the wild. This week, Gary is turning his attention to creative campaigns that draw knowingly and unknowingly from the fact that the rules we were living, operating and communicating by pre-pandemic no longer apply.

I’ve got quite a fun range to share this week: there’s cinematic video game badassery, a mythical journey into the world of haute couture and a comedic look at something we are all way too familiar with: WFH chaos. Watch our snapshot above or the full versions of my picks below.

“The Whole Working-From-Home-Thing”  –  Apple

Let’s get going with the latest comedic romp from Apple.

Why it matters: Apple reintroduces us to the “Creative Team” that we first met in April from the 3-minute spot “The Underdogs.” Now they’re back in this nearly 7-minute sequel, but the tone of the film has evolved into more of a comedic romp. Back in April (pre-quarantine for those that remember April), Apple used a more inspirational storyline to show how their fictional team collaborated to pull off a seemingly impossible assignment using its products.

Three months deep into the surreal WFH landscape and there’s way more to have fun with. Content-wise, every cliche in the book is on display—but that’s the fun of it—almost like watching a Zucker Brothers film where there’s a joke every twenty seconds. They don’t all have to land but the sheer volume keeps you hooked. I even learned a few things about how to use their products that I hadn’t even considered.

The details:  The aspect that resonates with me is the underlying message that we may all be doing some of the best work of our careers right now. It might be messy and uncomfortable. Maybe none of the rules of yesterday apply today (but who knows about tomorrow?). Maybe it’s because of this that we’re exiting our safety zones, rethinking our approach to almost everything. I’d like to think that fundamental change at this level makes us all rise to new heights. It certainly has for me and my team.

Far Cry 6 Opening Cinematic – Ubisoft / Antibody

At first blush, what appears as the opening for the next Bond film or a new streaming binge-a-thon is actually for the next installment in Ubisoft’s Far Cry franchise.

Why it matters: As games continue to rival Hollywood franchises in their scope and scale, it’s no surprise that for this year’s entry of the Far Cry series, Ubisoft turned to Emmy Award-winning director Patrick Clair to sum up the themes of the new installment, this time set in Cuba. If the work looks familiar, it’s probably because Patrick was the creative force behind opening title sequences for shows like True Detective, Westworld, The Man In The High Castle, American Gods and Halt And Catch Fire. He’s an expert at using simple iconography, beautifully filmed, to land the tone of a franchise and layer in the unexpected. It hooks you instantly.

The details: According to Clair, “the creative team behind Far Cry 6 wanted to introduce the game in a way reminiscent of television main titles. The world they’ve created is rich with history, culture, and imagery. It’s a land of cyclical violence and bloody revolutions.”  He goes on to say, “we wanted to evoke a time of conquistadors with the uprisings of the 20th century…the fascinating world of circular history translated into a poetic string of symbols centered around the icon of a circle.” Sign me up!

Dior Autumn-Winter 2020-2021 Haute Couture

For anyone that knows me, this last one will probably surprise you. Let’s enter into the world of haute couture

Why it matters: It’s generally expected that in fashion, the season’s newest lines are launched alongside glitzy fashion shows and parties filled with tastemakers and celebrities. But these are not normal times. Expectations are being flouted, so no place better to do that than in high fashion. Introducing Christian Dior’s short film for Winter 20-21, an evocative dreamscape filled with fairies and dryads. And the real magic of it is that this film not only captures the beauty and story behind each meticulously constructed piece of Dior’s newest line; it also weaves itself into the very fabric of our collective myths and fairytales and elevates these images through the power of shared storytelling and sheer imagination. Designer Maria Grazia adds: “Surrealist images manage to make visible what is in itself invisible. I’m interested in mystery and magic, which are also a way of exorcising uncertainty about the future.”

The details: Dior brought on the talented Italian filmmaker Matteo Garrone who had explored similar dreamlike territory in his filmTale of Tales’ starring Salma Hayek and John C. Reilly. The stunning Garden of Ninfa located just outside of Rome is where all of the outdoor magic happens. The miniatures and the trunk being carted through the forest by bellhops is a nod to the ‘Théâtre de la Mode’ of the 1940s: a traveling exhibit of miniature mannequins placed in realistic sets wearing the latest designs, all done in an effort to help revitalize the fashion sector after the war in Europe.

Diageo’s CMO For Europe, Amrit Thomas, Departs

Updated throughout the week of July 20th, 2020.

This week in leadership updates, Diageo’s European CMO departs, Schnuck Markets names a new chief marketing officer and Land O’Lakes brings on Heather Malenshek as CMO.

Diageo’s Chief Marketing Officer For Europe, Amrit Thomas, Departs

Diageo Europe CMO, Amrit Thomas, has left the company after their business shifted from a single central market structure to a regional market model, Campaign reports.

Each market has a marketing and innovation director. Anita Robinson will assume the role for Great Britain.

Thomas served as Diageo’s European CMO since 2018. Prior to that, he was president and CMO for Diageo India for nearly five years.

Schnuck Markets Hires Bill Bradley As Chief Marketing And Communications Officer

According to Supermarket News, Schnuck Markets is bringing on Bill Bradley as CMO, effective August 3.

Bradley’s background includes 29 years at Anheuser-Busch, most recently in the position of VP of community affairs.

Land O’Lakes Names Heather Malenshek As Chief Marketing Officer

Land O’Lakes has appointed Heather Malenshek as CMO. Malenshek will oversee the brand’s business-to-consumer and business-to-business branding and marketing strategy, as well as the Land O’Lakes subsidiary FLM Harvest.

Malenshek joins Land O’Lakes from Harley-Davidson Motor Company, where she was CMO.  

Washington Names Terry Bateman Executive Vice President And Chief Marketing Officer

The Washington NFL franchise is bringing on Terry Bateman as EVP and CMO to lead its marketing efforts and brand revamp.

Bateman has over 40 years of executive experience in the sports, entertainment and media industries.

The move comes after the team retired its name and logo, which included the racial slur “Redskins.”

Lowe’s Appoints Lisa Schoder As Vice President, Integrated Media And Partnerships

Lowe’s has hired Lisa Schoder as VP, integrated media and partnerships, to oversee the company’s communications channel planning and strategy for key marketing partnerships.

Schoder joins Lowe’s after 21 years with Ford Motor Company, where she most recently served as the head of US media, digital optimization and multicultural marketing.

TravelPerk Hires Tal Zohar As Chief Marketing Officer

Tal Zohar was named TravelPerk’s new CMO.

Zohar joins TravelPerk after 10 years with, where he held a series of senior roles, including online marketing director and vice president of business analytics and data science.

Over Half Of Americans Think Brands Should Take A Stand Against Racism

In the wake of the Black Lives Matter protests, organizations are aiming to improve diversity, reinforcing one important truth: consumers want brands to take a public stand against racism. In fact, 65 percent of Americans think brands should act responsibly and publicly support anti-racist initiatives, according to a Piplsay survey. Piplsay polled 30,452 people nationwide from July 12 to 13 to understand consumer sentiment toward brand responsibility.

While over half of respondents said brands definitely should take a stand against racism, just 18 percent think they shouldn’t, while 17 percent say they’re not sure.

The brand action consumers would appreciate most is eliminating racial bias from within their organization completely (31 percent).

The effort to combat racism in the workforce has been given greater urgency, contributing to the accelerated pace of resignations. After racism accusations surfaced, co-founder Jen Gotch, Bon Appétit editor-in-chief Adam Rapoport and Solid8 CEO Michael Lofthouse stepped down.

Being consistently vocal through statements, ads or campaigns (18 percent), eliminating racial undertone from their brand identity (13 percent), donating to anti-racism causes (12 percent) and calling out racist comments on social media platforms (eight percent) comprise other brand actions consumers would appreciate.

More than half (56 percent) of US consumers are most willing to buy from brands that take a public stand against racism, but especially Gen Z and millennials (62 percent). This finding reflects the recent actions of multiple brands who have recently retired racist names, logos or mascots. For example, Aunt Jemima, Uncle Ben’s and the Washington Redskins announced they will update their brand identity over racist origins. Thirty-nine percent of Piplsay’s respondents believe this act of symbolism will help make a difference in eliminating racism.

Nearly half (46 percent) also think that brands’ collective show of support for anti-racism will lead to a credible change. Perhaps the largest collective show of support has come from the over 400 advertisers who pulled spending from Facebook over its content moderation practices.

Trident Gum And T-Pain Launch AR Music Filter Campaign

Trident Gum has teamed with T-Pain to launch a contest called #ChewTunes inviting fans to create an original beat via augmented reality (AR) filter around the brand’s new limited-edition Chew Tunes packs. The winner can choose between $10,500 or a trip to attend the 2021 Grammy Awards.

Upon scanning the quick response (QR) codes inside Trident Gum Chew Tunes using their smartphone camera, fans will be directed to Instagram Stories, where they can show off their original rhythm in a video using the Chew Tunes filter. Chew Tunes come in four flavors, each of which produces a different instrumental sound when scanned.

To enter the competition, fans must post their video on Instagram or Twitter with the hashtags #ChewTunes, #Sweepstakes and #TridentGum, from now through November 1. The winner, which Trident will announce on November 2, can choose between a cash prize of $10,500 or a trip for two to see the 63rd Grammy Awards. Trident will cover costs for roundtrip air travel, hotel stay, admission tickets and $2,400 in spending money for the winner.

Trident is also giving away 234 instant-win prizes such as Bluetooth stereo turntables, a $30 streaming music gift card and a pair of Bluetooth headphones to fans who enter their email on the campaign’s microsite. Participants can earn an extra bonus entry when they post about #ChewTunes with a link on Facebook or Twitter and if their friend clicks on the link and enters the contest.

T-Pain’s Instagram video promoting the campaign has received 73,000 views and over 150 comments so far.

In February, T-Pain partnered with Trident to perform live outside a busy train station in Chicago, encouraging residents to “chew through” their daily commute.

According to Statista, 3.23 million Americans chewed eight or more pieces of Trident Layers in 2019.

Invisible Forces Controlling Conversations With Yonder CMO Lisa Roberts

During this 216th episode of “Marketing Today,” I interview Lisa Roberts,  the chief marketing officer at Yonder, an AI SaaS company.

Today, we talk about Roberts’ long history in Texas and then move into how her work at Yonder applies to recent waves of communication about coronavirus and the protests for racial equality and social justice. We talk about the implications these waves have for brands and marketers and what Roberts thinks we need to be watching.

Roberts shares how Yonder helps brands understand their market by looking at the activity of highly aligned online groups. She says, “If you can understand how ideas originate and take hold online, you can understand the groups and motivation behind those ideas.” We talk about how marketers can break down complex conversations to understand where individual narratives emerge and spread. Roberts discusses the reality of what brands will need to go through as they decide how to respond to current events. She reminds us, “There is no playbook for what we’re going through right now.” She shares the advice she’s giving to brands as they navigate this new territory. This discussion underscores the importance of knowing which conversations to pay attention to today.

Highlights from this week’s “Marketing Today”:

  • Lisa’s long history living in Texas. 01:44
  • Yonder’s mission. 04:02
  • How Yolo got into understanding factions. 06:04
  • How marketers can think about breaking down complex conversations. 08:21
  • High emotions are impacting the spread of information. 12:47
  • The Costco face mask policy. 13:54
  • How narratives around protests for racial equality and social justice have been shaped online. 18:49
  • Brands need to be thinking about their actions as much as their words. 23:04
  • The advice Yonder is giving brands about how to understand factions. 24:47
  • Backlash in the NFL over executive actions. 29:47
  • Is there an experience in her past that defines who she is today? 30:52
  • What is the advice Lisa would give to her younger self? 33:25
  • The most impactful purchase she has made in the last 6-12 months of $100 or less. 35:06
  • Are there any brands, companies, or causes that Lisa follows that she thinks other people should take notice of? 37:01
  • Lisa’s take on the top opportunity and threat facing marketers today. 39:52

Resources Mentioned:

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Connect with Marketing Today and Alan Hart:

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

77 Percent of Executives Say Sustainability Increases Consumer Loyalty

New research shows adopting sustainability practices can boost a brand’s key metrics, as 77 percent of executives say sustainability initiatives have increased consumer loyalty. That’s according to Capgemini Research Institute’s latest report on the impact of sustainability on consumers’ buying behavior and where the consumer products and retail (CPR) industry stands in scaling sustainability initiatives.

The findings show that consumers care about sustainability and climate change. About 72 percent say they’re concerned about their environmental footprint. An even larger amount of consumers (79 percent) are changing the way they buy based on the social responsibility, inclusiveness or environmental impact of their purchases.

The main motivations for changing preferences include wanting to make a difference in saving the earth for future generations (80 percent), concerns about fair labor treatment (77 percent) and concerns about issues like poverty and hunger (76 percent). 

Additionally, 53 percent of consumers say they’ve switched to lesser-known brands if they’re sustainable.

Yet consumers don’t expect sustainability to come at a higher price, as 65 percent say that sustainable products don’t need to be more expensive than similar, non-sustainable products.

Executives understand that sustainability has far-reaching implications and many feel confident their business can or already does support such programs. For example, 90 percent agree that sustainability is highly important for the industry and 66 percent say that sustainability is fully integrated into their business objectives.

Though consumers value sustainability, safety concerns raised by the pandemic are causing them to prioritize packaging hygiene over sustainable packaging. For example, 54 percent plan to reduce their use of items in refillable packaging. Almost half (40 percent) plan to buy used or refurbished products less. And the same amount prefer their products to come in disposable packaging.

That sustainability costs money and will impact profitability is very dated, says Eelco Smit, senior director of sustainability at Philips. In fact, Capgemini’s research reveals there’s a strong connection between sustainability and business benefits as 80 percent of executives surveyed pointed to an increase in customer loyalty as a key benefit from sustainability programs. Sixty-nine percent say sustainability increases brand value, which is echoed by a similar finding: 70 percent of consumers urge friends and family not to interact with brands they perceive as not environmentally sustainable or socially responsible. Nearly 63 percent of executives also agree that sustainability initiatives helped boost revenues.

Other benefits executives experience from sustainability programs include an increase in employee motivation levels (67 percent), an increase in customer satisfaction scores (65 percent) and an increase in supplier loyalty (61 percent).

Globally, there’s a nearly six percent missed revenue opportunity for brands that don’t practice sustainability. In the US, that figure is 3.1 percent whereas in Italy, it’s 7.8 percent.

While 65 percent of executives believe their customers are aware of their sustainability efforts, nearly half (49 percent) of consumers say they lack the information to verify product sustainability claims and 44 percent say they don’t trust these claims.

Additionally, just 36 percent of consumers think the packaging of products in stores is minimal and eco-friendly and only 37 percent think their retailer has in-store recycling initiatives.

Factors that empower brands to practice sustainable behavior include exploring business opportunities across markets (74 percent) and matching up with competitive pressure (70 percent).

However, companies say internal challenges block their ability to scale sustainability. For example, 80 percent of executives say a key challenge is the impact on margins or cost overruns and three-quarters say other issues or opportunities take priority over sustainability.

The findings are based on a survey Capgemini distributed to 7,500 consumers and 750 senior executives in various sectors of the CPR industry in March.

Eric Wong Named President And CMO For Warner Recorded Music

This week in leadership updates, Eric Wong is named president and CMO of Warner Recorded Music, Ledo Pizza promotes Will Robinson to chief marketing officer, WarnerMedia appoints Johannes Larcher to head of HBO Max international, Diageo India hires Deepika Warrier as CMO and more.

Warner Music Group Hires Eric Wong As President And Chief Marketing Officer, Warner Recorded Music

Warner Music Group has named Eric Wong as president and CMO of Warner Recorded Music. According to the press release, “In this first of its kind post at Warner, Wong will serve as the head of worldwide marketing, spearheading a one-company mission to expand careers for global artists and elevate local artists to the global stage.”

Wong comes from Universal Music Group’s Island Records, where he served as chief operating officer. Prior to Island Records, Wong held senior roles at Def Jam Records and was CMO at Bad Boy Entertainment.

Ledo Pizza Appoints Will Robinson To Chief Marketing Officer

Ledo Pizza has promoted Will Robinson from vice president of marketing to CMO. In his new role, Robinson will oversee the company’s annual sales and marketing budgets, as well as the management of franchise partners and third-party marketing vendors.

Robinson has been with Ledo Pizza for over 20 years

WarnerMedia Names Johannes Larcher As Head Of HBO Max International

According to Deadline, WarnerMedia has selected Johannes Larcher to lead the global launch of HBO Max. In August, Larcher will join the company as head of HBO Max international with his first task to launch HBO Max in Latin America in 2021.

Larcher comes from MBC Group, where he oversees Shahid.

Previously, Larcher served as Hulu senior vice president of international for four years before co-founding SubVRsive.

Diageo India Hires Deepika Warrier As Chief Marketing Officer

Diageo India has named Deepika Warrier as its new CMO, according to Campaign.

Warrier comes to the job with over two decades of experience at PepsiCo, where she most recently served as managing director of NourishCo Beverages.

Current Diageo India CMO Julie Bramham will assume a global role at the company.

Kroger Names Stuart W. Aitken As Chief Merchant And Marketing Officer

Stuart W. Aitken has accepted a promotion as Kroger’s chief merchant and marketing officer, following Joe Grieshaber’s retirement.

Aitken most recently served as senior vice president of alternative business and chief executive officer of 84.51˚, Kroger’s data analytics subsidiary.

Bulb Appoints Lis Blair As Chief Growth And Marketing Officer

Bulb has hired former easyJet CMO Lis Blair as their chief growth and marketing officer.

In April, Blair left easyJet after eight years with the company amid the travel industry crisis.

DuPont Names Kimberly Markiewicz As Vice President Of Diversity, Equity And Inclusion

DuPont has appointed Kimberly Markiewicz VP of diversity, equity and inclusion to advance the company’s DE&I programs.

Markiewicz currently leads DuPont’s PRIDE Employee Resource Group.

Markiewicz has been with DuPont since 1995 when she started as a chemical engineer. Most recently, she served as VP of environmental, health and safety.

Have a job tip or a new addition to your marketing leadership team? Contact us for coverage consideration. Article updated through Friday, July 10th.

Gary Goodman’s Creative Picks: Film Techniques

Ayzenberg creative director Gary Goodman explores his top picks for the most resonant campaigns he’s seen in the wild, this week focusing on filmmaking techniques as a distinguishing characteristic.

I thought I’d focus this week on filmmaking techniques and how some of my current favorite videos take an innovative approach to storytelling. Because of the cleverness of the idea and the level of careful planning that goes into each of these, the end result is well worth the effort.

These filmmakers dazzle us like great magicians by crafting illusions that bring a familiar idea to life in a fresh way, one that has us scratching our heads wondering “how the heck did they do that” or more importantly, “why didn’t I think of that?

Dacia Ingenious Productions”  –  Publicis * Poke London

First up is a car commercial made during quarantine for a brand you’ve probably never heard of, Dacia.

Why it matters: While the brand was unknown to me, I was so blown away by this spot that I wanted to know more. As a creative director, I’m always curious how something so good comes to life and what drove the decisions behind-the-scenes. Foundationally, there’s the impact of COVID-19 that makes a fresh production approach mandatory, but car commercials generally follow such tried and true methods that it’s rare for one to jump out from the pack—even more unlikely for a car brand with very little brand identity to those outside of Europe.

So after rewatching it about 20 times, I dug a little deeper and was really pleased with what I uncovered. First off, the car company has said that because they are so competitively priced, people new to the brand often want to know if there’s a catch. This led me to discover their smart engineering approach, which apparently is different to other manufacturers and nothing short of ingenious. The ad extends this thought by asking: why shouldn’t everything with the Dacia name also be an ingenious production?

The details: Clear brief in hand, the agency brought in the Israeli filmmaking duo, Vania and Gal, who had previously made the music video for Coldplay’s “Up & Up.” Vania and Gal had a clear vision from the start and put together a proof of concept test film featuring the illusion they had in mind. What’s so impressive is all the attention to detail that makes this spot soar, from the Macbook Pros serving as ground and background planes to the actors multitasking to create the soundtrack and lighting FX in real time. Note: the entire spot was done in-camera in Vania’s Tel Aviv flat in one take.

Vertical Salon – Starburst Swirlers

Next up is another clever use of filmmaking techniques and also an appreciation of how one’s audience likes to best consume media, that is, vertically on their phones.  

Why it matters: This one starts with the clever realization that the new Starburst Swirlers are their first “vertical” candy when compared to the normal square shape of Starburst candies we’re all used to. As an ad guy, I appreciate being able to land such a clear and foundational premise that everything else can be built on. In this case, it’s not an obvious observation, but I’m sure once one of the creatives said it aloud, everyone in the room probably just smiled because of all the possibilities unlocked. As one of my former colleagues used to cavalierly say, “now the spot will essentially write itself.” 

OK, it was never actually that easy, but I always appreciated it when he said it with such confidence.

So where do you take the “world’s first vertical candy?” Well, of course you’d want to construct a simulated vertical world. The added benefit? The primary candy buying demo is a younger audience who live on their phones and consume most of their media in the vertical format. Double-win for the agency.

The details: There’s a great BTS on YouTube if you’re curious to see all the details of how they brought this to life. To simulate the physics of verticality brought to the real world, the filmmakers constructed a hair salon set in a large rectangular box, then flipped it on its side so everything now had the proper vertical orientation. The actors were harnessed and wired for safety while the crew could tilt the set, notably when achieving the shot where the actor with the broom slides through frame. It appears that the actors had to master the effects of gravity along the way, but all to great effect as one actor shares her Starburst with her neighbor in the chair below.

Santa Cruz Bikes, “Get Creative With Your Surroundings” – Cut Media

Thanks to my friends up in Vancouver, The Sequence Group, for turning me on to this amazing stop-motion and miniature gem for Santa Cruz Bikes.

Why it matters: Picking the right way to visually narrate a story can make a huge difference in its audience impact. Although it would have been easy, even in the time of COVID-19, to ask fans to strap cameras to their bikes and helmets and go out to shoot their favorite trails and tricks, SCBs chose a different path. By going with a representative approach vs. showing the real thing, we are invited to use our imaginations and think of all the things we wish we could be doing right now. It’s open-ended enough that everyone can envision their experiences biking through nature, carving up trails while maybe pulling off some IG-worthy tricks. Just careful you don’t end up mimicking the 2:00 mark.

The details: The campaign was originally slated as a road trip through Greece with some of the brand’s top athletes, but because of the quarantine a new solution was needed. The solution came from one of the agency’s in-house creatives along with his brother, some clever miniatures and their back garden in Glasgow, Scotland. The brothers manufactured the hand-crafted bike, all the props and sets and painstakingly captured the micro-moments of magic. 

Listen In: What I Love/Hate About Clients/Agencies With Microsoft’s Sam Reich

(Originally aired July 8th on LinkedIn Live.)

We’re back with another episode of’s weekly series Listen In, created and hosted by Ayzenberg principal and ECD Matt Bretz. This week we’re featuring a conversation between Matt and Sam Reich, integrated marketing communications lead at Microsoft. The discussion includes tips on how to make your client/agency relationships better with trust, openness and empathy, no matter which side of the brief you’re working on.

About Listen In: Each week on Listen In, Bretz and a rotating cast of hosts from Ayzenberg interview experts in the field of marketing and advertising to explore uncharted territory together. The goal is to provide the audience with actionable insights, enabling them to excel in their field.