Philadelphia Cream Cheese: Cheesecake Is Everything

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Last holiday season in 2021, there was a national Philadelphia Cream Cheese shortage. We saw, heard, and felt just how much Americans missed their favorite holiday dessert — cheesecake. So in 2022’s holiday season, Philadelphia Cream Cheese came back and we tapped into the viral #CakeNotCake trend, as well as bakers, to have cheesecake turn into literally EVERYTHING, or as we’ve called it, “Cheesecake is Everything.” In our 360 campaign – ranging from Print, TV, OOH, social, and even Amazon listings – 2022’s must-have gifts became rich, creamy, iconic Philadelphia cheesecakes. From the hottest bags and trendy cowboy boots, to a brand new camera, and that surround-schmear record player — there was a cheesecake gift for everyone. Craving cheesecake yet? Bake your own at CheesecakeIsEverything.com

Philadelphia Cream Cheese: Feeladelphia - Chair

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It isn’t easy to convey how something tastes via an advertisement, but studies show that tapping into other senses like sight and sound can be helpful to advertisers looking to communicate the overlap between taste and other senses. Taking this message to heart, Philadelphia Cream Cheese is pushing forward with a new multi-sensorial platform. Launched on Oct. 21, 2021, this initiative is focused on simulating the experience of cracking open a tub of cream cheese by placing individuals in cozy environments amplifying the sounds around them, and pulling each subject into their own AR paradise. Taking this message to heart, Philadelphia Cream Cheese is pushing forward with a new multi-sensorial platform. Launched on Oct. 21, this initiative is focused on simulating the experience of cracking open a tub of cream cheese by placing individuals in cozy environments amplifying the sounds around them, and pulling each subject into their own AR paradise.

Call of Duty: Endowment - Veteruns

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The Call of Duty Endowment reached an incredible milestone this year - placing 100,000 veterans into high quality jobs. However, the general public has never heard of the Endowment, nevermind their amazing accomplishments. So, to celebrate, we wanted to make their milestone famous, all the while putting Endowment on the map. To do so, we did what any other non-profit organization would do - host a charity run, except ours was in Call of Duty. Veterans 100km became the first-ever charity run hosted in a video game, inviting all of Call of Duty to run 100km in 10 days during Military Appreciation month. Activision Blizzard even allocated $1 for every 10km a player ran. As the race came to a close, over 8 million players took part in Veteruns 100k, making it the biggest charity race ever. And combined, players ran over 226 million kilometers, raising a million dollars for the Endowment, making it the most successful charity run in history.

Spanx: The White Pants You Can Underthink

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SPANX launched a new collection that hosts the first pair of white pants you can underthink. The On-The-Go Collection featuring Silver Lining Technology includes white pants and shorts developed over the course of seven years with an innovative interior that promises smoothing opacity despite the trickiest undergarments. We showcased the power of the technology of the white pant fabric by using it to cover a nude photo of supermodel Ashley Graham on an OOH.

Michelob ULTRA: Joy Is The Ultimate Trophy

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Since the beginning of sport, the pressure to win has been a constant burden for athletes. For people who love the game they play, this pressure often consumes them, causing resentment, unnecessary injuries, and in recent cases, even early retirements. It’s because of this mindset that Michelob Ultra, a beer brand with a focus on sports and fitness, has spent the last several years challenging that status quo with their “It’s Only Worth It If You Enjoy It” platform, questioning if the world’s most elite athletes are happy because they win, or win because they are happy. In the latest iteration of its ongoing platform, Michelob ULTRA highlights its superstar roster of athletes in their highest moments of athletic achievement, showing that when the work pays off and the game has been won, the ultimate trophy is not the piece of metal in their hands. Instead, it’s the smile on their faces.

Philadelphia Cream Cheese: Spread the Feeling

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An ad that sells the product? Nah. How about an ad that doesn’t. The cream cheese shortage is real. So for the first time in 150 years, Philadelphia told the world not to buy cream cheese to make a holiday cheesecake. Instead, we offered to personally pay for cookies, brownies, cupcakes, pies, or any other dessert that would bring our fans some joy at the end of their holiday meals. Because if we can’t spread Philly, the least we can do is spread the feeling.

Call of Duty: Vanguard's of Photography

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For years, WWII movies and books have been covering the same ol’ same ol’ story: the allies invading Normandy. But Call of Duty: Vanguard follows the stories of real WWII soldiers that fought in four real fronts—fronts that are rarely covered by the entertainment industry today. It's a truly immersive game that uses photogrammetry technology to develop hyper-realistic graphics that portray history as accurately as possible. And since #Vanguard lets you experience WWII like you've never seen before, we sent in real war photographers to go inside the game to capture the untold perspectives that usually aren't covered in media. It's WWII like you've never seen before.

Popeyes: Wild Meg

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When it comes to the hottie queen herself, Megan Thee Stallion, Popeyes didn’t just want to do a simple collab. Instead, we set out to create the hottest, most iconic partnership ever: The Hottie Sauce. Not only did we custom develop the Hottie Sauce alongside Megan, but we officially welcomed her as a franchise partner, and created a story around the sauce. We launched it all with a western style spot with a kick of animation, where she tracks down a bandit who steals the Hottie Sauce from her hometown in Houston, all the way to Popeyes’ hometown NOLA. We even launched three lines of merchandise designed by Megan, and donated to her charity of choice: Houston Random Acts of Kindness. And it’s all just the beginning. The partnership with Megan Thee Stallion and her very own Hottie Sauce was available at every Popeyes in the US, and select global markets fall of 2021.

Lyft: Pronoun Plates

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Just like license plates help identify your ride, pronouns help identify you. So in honor of International Pronouns Day, we worked with Lyft to create the Pronoun Plates collection. Designed alongside artists from the LGBTQ+ community, this collection celebrates pride and progress in the world of gender identity. As part of the initiative, each Pronoun Plate was auctioned off as a one-of-a-kind art piece, with all proceeds benefiting the Human Rights Campaign and the National Center for Transgender Equality.

Michelob ULTRA: #SaveItSeeIt

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Open Instagram. See that icon on the bottom right corner in every single post? That's the save button. Not only does that look suspiciously similar to Michelob Ultra’s logo, but every time you tap that save button, it also increases the chances of the post being seen in the feed. This is because the algorithm secretly prioritizes saves over likes, shares, and comments. On Women's Equality Day 2021, Michelob Ultra started a movement to go hit SAVE on women athletes’ posts to give them more visibility. Because when they get more visibility, they get more opportunities. And when they get more opportunities, we’re all one step closer to equality in sports.