There’s no time for reflection quite like the turn of a new year. The final weeks of December and the early weeks of January offer a mirror to look back on the peaks and valleys of the preceding 12 months that can help chart a course for the 12 months to come. With new heights for creative and stellar digital debuts in the past year, 2018 was chock-full of advertising highlights. Now, from the comfort of the new year, take a look at three of the most impressive campaigns from 2018, according to Ad Age:
“Art Selfie,” Google Arts & Culture
What does it take to see yourself in a museum? Thanks to Google, just a smartphone camera (and maybe the right light). The Google Arts Culture app puts users on display through its “Art Selfie” feature, which analyzes self-portraits and pairs them with artwork from Google’s digital collection. Upon its release, the app became a viral sensation, turning social media feeds into gallery walls as friends, family, and celebrities posted pictures of themselves alongside their art-history lookalikes.
“Overlooked,” The New York Times
Last year, The New York Times reminded us all that the truth is hard—and more important than ever—in its first brand campaign in a decade, developed by Droga5 New York. That epiphany dovetailed spectacularly with its “Overlooked” project, where the national newspaper of record published obituaries of extraordinary women whose deaths went unacknowledged in the Times’ pages. “Overlooked” premiered in March 2018 for International Women’s Day as a way to shine a light on the incredible contributions and stores of women and women of color in contrast to the mostly white men who are typically featured. The Times’ continues to update “Overlooked” with new obits.
“Paving for Pizza,” Domino’s
A pizza is a terrible thing to waste. Domino’s agrees, and its “Paving for Pizza” campaign reveals just how far the chain will go to protect its pies en route to hungry customers. Pizza lovers could report potholes and other issues with local roads, and Domino’s would help to repair them. Over 137,000 calls for repairs flooded in, and Domino’s has held up it’s end of the bargain: The brand has paved roads in 13 cities and in at least one community in each of the 50 states to date.