Awarded Halloween Campaigns And A Few Words On Each (Oldies But Goldies)
As I’m hurling out my summer clothes, with the intention of throwing them into big bags, for storage, I’m thinking, what will I wear this Halloween?
I stop and analyze my closet. Will I go for a Y2K look or some Victorian elegance?
Hmmmm…
Because I’m one of those people, that in September, one of my favorite things to wait on, is…
Halloween.
Halloweeeeen.
Halloweeeeeeeeeeeeeeeeeeen.
Yep.
But instead of giving you a full 360 of my wardrobe, I decided to tell you about some wonderful & Awarded Halloween campaigns that I personally love, unflinchingly scattering my thoughts in an organized manner, about each.
Burger King — “Scary Clown Night” (2017)
On Halloween night, anyone who came dressed as a clown got a free Whopper—an unmistakable swipe at a rival mascot.
The first 5 seconds are intriguing, keeping the mystery high, while hinting with the clown sound what is it about. Starting like a night from the Scary Night Movie, they regale us with press release and quotes headlines, giving social proof immediately and guaranteeing that what you’re witnessing a great brand moment. Trolling McDonald’s, yet again.
The stunt generated global PR and lines out the door (everybody dressed as clowns), translating a cultural moment (“It” fever + clown meme) into foot traffic, digital chaos, and perfection branding recipe. Source: The One Show award entry.
Skittles — “Witch” (2020)
So instead of telling the same tale of the witch and the teenager seeking candy, this ad flips it and makes the witch beg the teenager to leave, while this one doesn’t want to.
He is persistent with his request – just wants some more Skittles, while taking a bath in a cauldron.
The boy asks the witch if she has seen the latest Skittles commercial with the witch, making it an ad within an ad.
The colors are faded, non-existent almost, making the Skittles package from the boy’s hands, and the stuff over the witch’s table (milk and medicines) the only pop of color.
I found this one odd, and disturbing in an intriguing and funny way, while recognizing the brand voice, the unpredictability that was present in all their colorful commercials.
As if every commercial was a Skittle. Crazy and delicious to watch.
Heinz – Toby The Vegie Vampire, won the Shorty Awards
Is there a Heinz commercial that sucks? I don’t think so.
This one is about a fictional character – the influencer E.J. Marcus, named Toby, who is a vegetarian vampire. He drinks Heinz – Tomato Blood for breakfast, noon, and dinner.
The idea is (caps lock intended): SWITCH TO HEINZ TOMATO BLOOD, BECAUSE HUMANS ARE PEOPLE TOO.
Their launch film was about him giving us a preview into his veggie vampire life, drinking Heinz, and how he doesn’t spoil it with dirty vegetables. He only drinks bottles and bottles of Heinz Tomato Blood. He also talks about how he started to feist on a human (fictional story, of course), then they started talking. He also acknowledges that humans have made some interesting inventions, so they’re worth it.
And that’s how he decided to be a vegetarian.
Reese’s — “Candy Converter” (2018).
A vending machine in Washington Square Park that swapped “unwanted candy” for Reese’s Peanut Butter Cups. A fair trade that led to dominating the candy conversation up to Halloween.
It earned headlines and lines around the block.
According to PRWeek: In mid-October, Reese’s commissioned a survey that found 90% of Americans would trade their unwanted candy for Reese’s Peanut Butter Cups, which became the campaign’s rallying cry.
And that’s how it started.
The unwanted candy was donated to a variety of food banks in local areas.
Brand mentions skyrocketed to 600% from the daily average, not to mention all the social media organic engagement they had.
Snickers — “Halloween” (2007)
Classic print craft from TBWA\Chiat\Day that turned seasonal wit into metal, reminding us that a sharp visual idea can outlast platforms.
Source: The One Show 2007 entry, won the Silver Pencil
I might do one on recent Halloween campaigns. See whose cauldron is hot and boiling this year.
So what’s your favorite? Say it out loud in the comments, if it’s not in the list ^^
