Golf Lives

Elizabeth Arden partnered with actress and producer Reese Witherspoon for the captivating campaign Elizabeth Arden x Reese Witherspoon: Storyteller, launched in the United States in October 2017. Crafted by ad agency ICED Media, this campaign leverages the power of storytelling to deepen consumer engagement within the beauty industry through a single compelling media asset. Centered on content marketing, the campaign highlights the intersection of celebrity influence and authentic narrative, showcasing Reese Witherspoon not just as a brand ambassador but as a relatable storyteller who embodies the values and elegance of Elizabeth Arden. The campaign strategically utilizes video content to connect emotionally with its audience, reinforcing brand affinity and highlighting the transformative nature of beauty rituals. By embracing content marketing as the medium, the campaign focuses on creating an immersive experience that resonates with viewers, encouraging them to see Elizabeth Arden products as part of their personal stories. This approach underscores the importance of narrative in contemporary beauty marketing, positioning the brand as not only a provider of luxury beauty products but also a partner in the consumer’s journey toward self-expression and confidence. The collaboration between Elizabeth Arden and Reese Witherspoon successfully fuses credible celebrity storytelling with the brand’s heritage, making it a standout example of content-driven beauty advertising that appeals to a wide demographic of beauty enthusiasts seeking both quality and authenticity. This campaign exemplifies innovative communication strategies designed to foster long-term brand loyalty and emotional connection with the target audience.

In 2017, Sports Experts, in collaboration with the ad agency Rethink, launched a captivating content campaign in Canada called The Ghosts of the Forum to celebrate its 50th anniversary and highlight its longstanding partnership with the Montreal Canadiens. This innovative campaign leveraged the lore surrounding the legendary Ghosts of the Forum—spectral figures believed by fans to be the spirits of deceased Canadiens legends who historically influenced crucial moments in games, contributing to 24 memorable championships at the Old Montréal Forum. With the expert guidance of paranormal specialist Roger Mainville, Sports Experts sought to reconnect with these supernatural entities and symbolically invite them to the team’s current arena, the Bell Centre, where no championships had yet been clinched. Through a docu-experience shared across social media channels, the campaign artfully blended sports passion and mystique, inviting audiences to embrace the enduring legend and rally behind the Canadiens as the new season began. The unique storytelling approach tapped into fans’ emotional connection to the team’s storied past while integrating modern digital engagement, encouraging viewers to experience and believe in the unseen forces aiding their beloved Glorieux. With modest but meaningful engagement, including over 3,000 views and positive interactions on platforms like Facebook, Twitter, and Instagram, the campaign effectively reinforced Sports Experts’ commitment to the community and sporting excellence through a memorable, culturally resonant narrative rooted in Quebec’s hockey heritage.

I Move Me is a dynamic marketing campaign launched by ASICS in the United States in October 2017, designed to resonate deeply with consumers in the fashion industry by intertwining athletic performance with personal motivation. This campaign leverages a single powerful media asset to create a compelling narrative that encourages individuals to take control of their own movement and well-being, reflecting ASICS's core brand philosophy of promoting a healthy and active lifestyle. Through visually engaging content set within the fashion domain, I Move Me seeks to inspire audiences to see movement not just as physical exercise but as a form of self-expression and empowerment. The campaign’s messaging is carefully crafted to connect emotionally, emphasizing personal journeys and the small yet significant actions each person can take to improve their health and confidence. By focusing on content-driven storytelling, ASICS aims to build a strong brand affinity that motivates current customers and attracts new ones who value both style and functionality in their apparel choices. The strategic use of content mediums ensures that the campaign’s reach is both broad and targeted, engaging users across digital platforms where fashion and fitness converge. Overall, the I Move Me campaign effectively integrates brand values with consumer aspirations, positioning ASICS as a leader in the fusion of fashion-forward athletic wear and inspirational lifestyle branding.

Hyundai launched a dynamic content campaign called Hyundai vs. NFL: The Skid-Pan in the United Kingdom in October 2017, crafted by the renowned ad agency Innocean to showcase the brand’s innovation and performance within the automotive industry. This campaign strategically leveraged the excitement and intensity associated with the NFL to position Hyundai as a leader in vehicle control and safety, using a single impactful media asset that captured the essence of precision driving on a skid-pan—a controlled area designed to test vehicular handling under challenging conditions. By aligning Hyundai’s automotive technology with the high-adrenaline world of American football, the campaign successfully created an engaging narrative that resonated with audiences, emphasizing Hyundai’s commitment to superior engineering and driver confidence. The content-centered approach allowed for immersive storytelling, blending sports entertainment with automotive expertise to highlight how Hyundai vehicles handle extreme situations, thereby reinforcing key brand attributes such as safety, reliability, and innovation. Through this creative partnership and precise execution, Hyundai effectively strengthened its brand equity in the competitive UK market, appealing to both sports fans and prospective car buyers seeking performance combined with safety. The campaign’s synergy between Hyundai’s technical prowess and the NFL’s popularity fostered a memorable message that elevated consumer perceptions and differentiated Hyundai from other automotive brands in the region.

In October 2017, Honda, in collaboration with Sid Lee Paris, launched the #HondaNextDoor campaign in France, addressing a critical business challenge by actively engaging the brand’s fan community. This innovative content-driven initiative leveraged authentic consumer interactions to deepen brand loyalty and foster a sense of local connection within the automotive market. By inviting fans to become part of the narrative, Honda effectively transformed passive observers into active participants, amplifying brand presence organically through social channels. The campaign’s strategic use of content as a medium not only highlighted Honda’s commitment to community and customer-centric values but also positioned the brand as approachable and relevant in a competitive industry. With over 6,000 views and positive audience engagement, #HondaNextDoor exemplified a successful fusion of brand storytelling and consumer collaboration, reinforcing Honda’s position in the French automotive landscape. This approach demonstrates how integrating audience insights and social involvement can solve business challenges while enhancing brand affinity and market differentiation.

Sugru presents Fixing is Good, a compelling content-driven campaign launched in the United Kingdom in October 2017 that champions the empowering benefits of repair and creativity within the House and Garden industry. This campaign shines a spotlight on Sugru's vibrant community of fixers around the world, who continuously inspire with their inventive and original approaches to mending everyday items. By showcasing diverse fixing heroes, from a resourceful mother of two to a resilient couple who cycled through Mongolia and children adept at repairing their own broken toys, Sugru effectively highlights the spirit of innovation and sustainability embedded in its mouldable glue product. Through two carefully crafted media assets, the campaign communicates a broader message about the environmental and personal value of fixing over discarding, reinforcing Sugru’s position as a catalyst for positive change. With its authentic storytelling and relatable characters, Fixing is Good not only promotes product usage but also builds a strong community ethos that resonates with consumers who value ingenuity and environmental consciousness. Garnering nearly 4,000 views and engagement in the form of likes and comments, the campaign successfully leverages user-generated content and emotional narratives to deepen brand connection and encourage a culture of repair. The campaign’s strategic focus on real stories from real people elevates Sugru beyond a product to a movement, motivating audiences to embrace fixing as a fulfilling and responsible choice, thus strengthening brand loyalty and market presence in the competitive home improvement space.

In 2017, Johnnie Walker launched a compelling campaign in the United States called This Land is Your Land, Citizenship, developed in collaboration with the ad agency Anomaly. This content-driven initiative aimed to deepen the brand’s connection with themes of identity, belonging, and cultural pride within the alcoholic drinks industry. Central to the campaign is the evocative performance of the song This Land is Your Land by Chicano Batman, which serves as a powerful soundtrack reinforcing the message of inclusivity and shared heritage. Delivered through two carefully crafted media assets, the campaign uses authentic storytelling and rich, culturally resonant visuals to engage a diverse audience. With its focus on citizenship and communal values, the campaign aligns closely with Johnnie Walker’s brand ethos of progress and personal journey, encouraging consumers to reflect on their own stories and to embrace the idea that this land, and its spirit, belong to everyone. Garnering over 21,000 views, 353 likes, and sparking meaningful conversations with 18 comments, the campaign successfully resonated with its target audience by combining emotional appeal and cultural relevance. By integrating music and social themes into its marketing approach, Johnnie Walker effectively positioned itself as a socially conscious and culturally attuned brand, broadening its reach while stimulating positive dialogue around identity and inclusion in America.

NOS Audiovisuais’ 2017 campaign Respect for the Man leveraged the premiere of Tupac’s biopic All Eyez On Me as an inflection point to bridge the cultural chasm between audiences intimately familiar with hip-hop’s golden age and a rising generation for whom Tupac’s mythos is a cipher. Tasked with energizing engagement across disparate demographics within the media and entertainment category, Social Animals architected a content-led push anchored by a 90s-inspired music video tribute fronted by Rui Unas, a prominent Portuguese influencer whose reach resonated with younger theatergoers. Eschewing literal biographical retelling in favor of an immersive homage, the agency reimagined the audio-visual grammar of 90s rap, channeling era-defining motifs through contemporary production backed by in-house music, directorial, and creative oversight. In staging Rui Unas as the vehicle for narrative and nostalgia, Social Animals not only honored the reverence Tupac commands among older viewers but also contextualized his legacy through the language of parody and genre-borrowing contemporary to Clapboard’s FORMAT#12—Parody or Borrowed Format—taxonomy. The creative device did more than mimic; it engineered a point of dialogue, with the familiar beats, styling, and visual tonality purpose-built to trigger recognition in legacy fans while demystifying the icon for the uninitiated. By keeping the creative within agency walls—from concept through music production—the campaign ensured tonal fidelity and brand alignment, maximizing agility across social channels and creating a unified communications asset engineered for both shareability and cross-demographic resonance. The use of an influencer as cultural conduit, rather than mere endorser, repositioned the brand as an active cultural translator capable of bridging not just age groups but the semantic gaps that define pop legacy in the streaming era. As an entry in the media and entertainment category, Respect for the Man demonstrates how borrowed formats and nostalgia, when combined with meticulously localized storytelling, can serve both as tribute and education, driving relevance for a global legend within a regionally specific campaign. Clapboard rates this 63/100. By demonstrating how content-driven parody formats can straddle nostalgia and education in a single creative act, the campaign signals media brands’ rising fluency in transforming generational divides into brand-building opportunities.

Boost Mobile’s 2017 campaign Boosting Dreams, crafted in partnership with agency 1 Trick Pony, stands as a deliberate cultural statement in the United States electronics and technology market, leveraging the cultural momentum of Hispanic Heritage Month with a content-driven approach that moves beyond transactional brand messaging. Central to the campaign is New York’s Hot 97 radio host Laura Stylez, whose conversations with figures like Project Runway All-Stars winner Mondo Guerra and former NASA astronaut José M. Hernández anchor the narrative framework and provide immediate credibility and emotional weight. Guerra’s story — which explores his upbringing in Denver, his commitment to sustaining heritage and family traditions, and his prominent, vulnerable disclosure of his HIV status on national television — serves as a keystone for broader themes of empowerment, resilience, and authentic cultural expression. By selecting celebrated, culturally resonant personalities and foregrounding their lived experiences, Boost Mobile elevates its commitment to inclusivity, standing with communities it aims to serve rather than selling to them. This approach sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, utilizing familiar, trusted voices to drive recall and create a sense of aspirational identification within the campaign’s targeted demographic. The choice to center on interviews and editorial-style storytelling — rather than on product-centric narratives or overt promotional arcs — reinforces the brand’s positioning as a supporter of underrepresented voices within the technology category, effectively blurring the boundaries between advocacy, content, and commerce. Extensions like the Project I Design initiative expand the campaign’s relevance, inviting audiences not just to witness but to participate in creative acts of cultural celebration, further deepening brand affinity. The campaign’s artful orchestration of celebrity presence, meaningful narrative, and accessible digital content yields a distinctive space for Boost Mobile in a sector where authentic representation and community relevance are increasingly non-negotiable. The campaign earns 61/100 in Clapboard’s global creative archive. As audiences increasingly look to brands for signals of representation and purpose, Boosting Dreams demonstrates that content rooted in honest, identity-driven storytelling can advance both cultural impact and brand resonance.

Defying the Elements – Motor Trend Presents stands as a content-driven campaign that redefined how Prestone engaged the automotive enthusiast community in 2017, harnessing the storytelling expertise of Schiefer Chopshop and the authoritative reach of Motor Trend to profile six racers whose grit and technical prowess are tested against some of America’s most unforgiving climates. In a striking illustration of Clapboard’s FORMAT#10 – Associated User Imagery, the campaign dispenses with traditional product demonstrations or sweeping narrative arcs, instead embedding Prestone’s core brand promise into aspirational yet relatable user profiles that car fans can see themselves in or aspire to emulate. Each vignette follows these high-stakes individuals from the frozen lakes of Alaska to the parched expanses of the California desert, deftly using real racing scenarios—spiked ice tires, sand buggies, mud-drenched tracks, roaring snowmobiles, and battered engines belching smoke—not as spectacle, but as proof-points for Prestone’s endurance credentials and a living endorsement of its resilience in extreme conditions. Through visually commanding sequences and unvarnished personal interviews, the campaign frames the drivers’ meticulous preparations and resourceful on-the-fly repairs as a direct extension of Prestone’s role in keeping engines performing where most would falter, reinforcing the brand’s standing as a trusted ally in genuine high-stress environments, not simply everyday commutes. By anchoring the message in the lived reality of drivers whose livelihoods and reputations depend on their ability to defy mechanical and environmental odds, Schiefer Chopshop situates Prestone at the emotional intersection of human tenacity and automotive engineering—elevating the brand from a functional utility to an emblem of heroic perseverance. High engagement, evidenced by nearly three-quarters of a million views, marks genuine traction with a digitally native audience passionate about the drama and authenticity of real-world racing, while the collaborative Motor Trend imprimatur lends each portrait a layer of editorial gravitas and technical legitimacy that conventional branded content seldom achieves. Operating squarely within the automotive market category, Defying the Elements forgoes generic aspiration in favor of deeply contextualized user representation, driving both awareness and affinity through identification with the true faces and stories of the racing world. Clapboard rates this 71/100. As automotive brands look to claim emotional territory in a purpose-driven era, Defying the Elements signals the growing commercial power of authentic user narratives rooted in real expertise and challenge.

April’s 2017 campaign, Something new, marks a bold repositioning of the Israeli cosmetics leader through an unexpected blend of music, celebrity, and beauty culture, helmed by Zarmon and launched as a single, full-length music video starring internationally renowned producer Kutiman and iconic singer Marina Maximilan. In a move that confidently anchors April’s refreshed identity, the campaign draws on the gravitational pull of these two leading artists to recast the brand’s allure—Marina’s stage presence and Kutiman’s progressive sound design merge with layered art direction, rendering the product experience less of a tactical showcase and more a cultural signal, aligning the act of self-expression via beauty with the transformative power of music. Rather than engaging in a direct demonstration or overt problem-solution device, the narrative leverages the cachet of its celebrity collaborators, seamlessly immersing April’s portfolio into the visual and lyrical fabric of the video so that cosmetics become part of the creative process rather than points of interruption. This is what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, a technique relying on star power for brand recall and differentiation in a highly competitive beauty market, reaffirming April’s capacity to shape trends through associations with Israel’s top creative talent. Zarmon’s execution sidesteps didactic storytelling for an emotional, sensorial approach, trusting in the aspirational, culturally relevant resonance of its musical co-stars to elevate April’s brand platform and signal a shift toward contemporary, lifestyle-driven beauty messaging. The full-length content asset doubles as both an entertainment property and a branded communications piece, meeting consumers in their passion points rather than in the traditional retail space, and providing April with fresh conversational reach. The campaign earns 63/100 in Clapboard’s global creative archive. For the industry, this campaign underscores how Israeli beauty brands can move beyond category conventions when they engineer meaningful collaborations between household names and lifestyle brands.