The Black Teachers Project – Vivo | Clapboard Ad Archive

The Big Heist – Keyvolution by ABLOY campaign marks a confident stride as Finland’s ABLOY, in collaboration with SEK, translates its leadership in locking and access management into a compelling global narrative for the electronic devices category in 2022. By dramatizing the evolution from physical keys to secure, mobile-enabled digital keys, ABLOY positions itself as a visionary in digital access while expanding its communication strategy far beyond the professional niches it previously addressed. The brand film at the heart of the campaign takes the recognizable tropes of heist cinema—a familiar and captivating pop culture language—and repurposes them to illustrate the brand’s concept of keyvolution: the notion that while we move toward an ostensibly keyless future, the key itself is simply evolving in form and function, not disappearing altogether. As articulated by Clapboard’s taxonomy, this sits squarely in FORMAT#12—Parody or Borrowed Format, delivering not only technical innovation but also creative edge by appropriating the suspense, teamwork, and daring central to heist storytelling. ABLOY’s integrated approach underscores the trusted security that anchors its reputation while demystifying digital locks for a broader international audience, articulating a balance between technological sophistication and approachable communication that aligns with market expectations for access management solutions. The narrative is amplified both through the campaign’s sharp, story-driven film and through coordinated digital touchpoints under banners such as #Keyvolution, #AbloyForTrust, and #AbloyCumulus, which help foster conversation and community as ABLOY pushes into territory traditionally dominated by the likes of Assa Abloy, dormakaba, Allegion, SimonsVoss Technologies, and Stanley Black & Decker. Against this competitive backdrop, ABLOY’s campaign concept highlights not just functional innovation but a broader cultural shift in how consumers and organizations perceive, adopt, and trust next-generation security technology. The campaign earns 63/100 in Clapboard’s global creative archive. As the lock and access category accelerates its shift toward digital-first experiences, The Big Heist – Keyvolution by ABLOY demonstrates that creative storytelling and format fluency can be decisive assets for brands working to mainstream cutting-edge technology across both professional and consumer audiences.

Time to Modernize - B.blend | Clapboard Ad Archive — archive collection thumbnail

Time to Modernize - B.blend | Clapboard Ad Archive

The 2019 Time to Modernize campaign for B.blend expertly revitalizes the iconic Sukita uncle, a beloved figure deeply ingrained in Brazilian advertising culture, to embody the brand’s forward-thinking positioning within the electronics and technology market. Created by Mutato for the Brazilian audience, this film campaign leverages a powerful cultural touchstone to confront the friction between nostalgia and the imperative for progress, using a character whose familiarity commands immediate recognition and emotional resonance. By placing the Sukita uncle—a symbol of an earlier advertising era—at the heart of a message about evolving outdated behaviors alongside adopting new technology, B.blend anchors its identity in both heritage and innovation, creating a nuanced dialogue about modernization that transcends mere product features. The campaign eschews traditional narrative arcs or overt problem-solution frameworks, instead relying on what Clapboard’s taxonomy identifies as FORMAT#8—Ongoing Characters or Celebrities—to sustain brand recall and build trust through continuity. This approach invites viewers to reconsider their own reluctance to change, positioning B.blend as not just a gadget but a catalyst for a wider cultural and technological shift. Strategically, it targets consumers who value innovation but also appreciate cultural continuity, bridging generational divides in a competitive electronics landscape increasingly defined by rapid technological advancement and consumer expectation for seamless modernity. The campaign’s singular film asset communicates a sophisticated yet accessible message that modernization is as much about mindset as it is about machinery, reinforcing B.blend’s commitment to delivering smart, contemporary solutions that resonate on an emotional and intellectual level. Clapboard rates this campaign 63/100 in its global creative archive. This campaign matters to the industry because it demonstrates how heritage branding can be reactivated to frame technology not just as new hardware but as a transformative social imperative, which signals a maturing approach to positioning electronics brands in emerging markets.

Can an alphabet preserve a culture? - Microsoft | Clapboard Ad Archive — archive collection thumbnail

Can an alphabet preserve a culture? - Microsoft | Clapboard Ad Archive

Microsoft’s 2023 campaign Can an alphabet preserve a culture?, developed with McCann New York, is anchored by a cultural intervention with sweeping social and commercial implications: the digitisation and global integration of ADLaM, the alphabet conceived by the Barry brothers to provide the Fulani people of West Africa a written form for their language, Pulaar, spoken by over 40 million yet historically unwritten. Facing the challenge of linguistic preservation in a digital-first century, Microsoft positions its brand at the crossroads of technology and social change by partnering with the original creators and expert type designers to refine ADLaM, producing a typeface that respects evolving community usage while meeting the structural and aesthetic demands of digital platforms. By deploying the revised ADLaM Display font both through unlocked.microsoft.com and natively across the Microsoft 365 suite, the brand goes beyond symbolic support, enabling the Fulani community to conduct business, connect on social media, and access information in their own language, so inscribing a previously oral culture into global digital life. The narrative, which sits squarely in Clapboard’s FORMAT#5—Exemplary Story taxonomy, foregrounds the journey of the Barry brothers, but Microsoft’s product and platforms are structurally essential to the plot’s resolution, converting a grassroots linguistic movement into societal infrastructure that scales with the modern world. With the campaign situated firmly in both the Electronics and Public Interest markets, Microsoft advances a multidimensional proposition—technology as a force for cultural continuity and economic inclusion, not merely as a commodity but as a meaningful extension of identity for marginalised communities. This is storytelling with a function: an integrated, documentary-driven approach that eschews abstraction for lived human stakes and measurable impact, deploying authentic narrative as a tool for participation, adoption, and long-term usage. The campaign was recognised as a 2023 Cannes Lion Grand Prix Winner, a reflection of its resonance both within the industry and among core communities it seeks to serve. Clapboard rates this 88/100. For brands operating in the electronics category, this work signals that deep cultural insight and product integration are not mutually exclusive but mutually reinforcing levers for global relevance.

Campaign Proposition

The Black Teachers Project by Vivo/Telefonica addresses a deep-rooted disparity in Brazilian soccer, highlighting the contrast between the visibility and success of black players on the field versus the notable absence of black professionals in coaching and leadership roles. Leveraging the heightened attention around the World Cup and the cultural significance of Black Consciousness Month, the campaign positions Vivo as a catalyst for social change, aligning the brand’s long-term sponsorship of the Brazilian National Team with a broader commitment to racial equality and inclusion. Strategically, the campaign employs a narrative approach that taps into a widely recognized societal issue—racial representation in sports leadership—thus connecting emotionally with diverse audiences concerned with social justice and equity. By partnering with the Brazilian Football Confederation (CBF) and facilitating access for six black coaches to necessary training and licenses, the initiative moves beyond symbolic gestures to enact tangible change. The campaign capitalizes on a timely cultural context and a national passion point—soccer—to underscore the systemic barriers faced by black professionals, using authenticity and institutional collaboration to strengthen credibility. This creates a meaningful brand association not only with technology and sports but also with progressive social values, while reinforcing Vivo’s relevance in debates around diversity in Brazil’s cultural landscape.

Creative Device

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign centers on a clearly stated societal issue: the lack of black professionals in leadership positions within Brazilian soccer, despite black athletes excelling on the field. The narrative frames this as an obvious problem (“where are the black coaches?”), then presents Vivo’s “Black Teachers Project”—which actively supports black coaches in gaining credentials—as the solution. The campaign does not rely on pure storytelling or symbolism, but openly identifies a social gap, then directly showcases the brand’s initiative to address it, aligning closely with the SHOW THE PROBLEM format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Claro – Market Positioning Claro positions itself as a leading telecommunications provider in Brazil, emphasizing broad network coverage and high-speed internet services. It differentiates through competitive pricing and bundled offerings that combine mobile, TV, and fixed internet, targeting mass-market consumers seeking reliable connectivity and entertainment solutions.

TIM Brasil – Market Positioning TIM Brasil focuses on innovation in mobile technology and digital services, promoting itself as a youthful, tech-forward brand. It leverages 4G/5G network expansion and digital platforms to attract urban, digitally savvy consumers who prioritize speed, flexibility, and seamless online experiences.

Oi – Market Positioning Oi centers on delivering integrated telecommunications solutions with a strong presence in fixed-line, broadband, and mobile sectors. The brand focuses on affordability and customer service, aiming to serve underserved regions with affordable packages to foster digital inclusion in Brazil.

Nextel Brasil – Market Positioning Nextel Brasil differentiates through its push-to-talk (PTT) technology, targeting corporate clients and niche markets that require instant voice communication. It combines robust business solutions with mobile plans, positioning itself as the preferred choice for professional users demanding reliability and productivity.

Algar Telecom – Market Positioning Algar Telecom positions itself as a regional player with high-quality service and personalized customer experience. It focuses on innovative fiber-optic broadband and tailored enterprise solutions, catering primarily to mid-sized markets and businesses seeking flexible, reliable telecom services combined with strong local relationships.