Was the Bonds campaign really that controversial? (And four others worth watching)

I think marketing has entered a new era. Have you noticed? Five campaigns, five completely different industries. One pattern I couldn't ignore. In this episode, I look at campaigns from Franjos, Bonds, Reddit, Nescafé and Suncorp. On the surface they have very little in common. Different budgets, audiences and creative. But underneath, they're all built on the same strategic idea. The interesting part isn't the creative, it's the thinking underneath it. Every one of these campaigns starts from the same place. Not the product or purpose but a belief about the world that their audience already holds. Once you spot that pattern, it's very hard to unsee. And it might completely change where you start your next campaign.   Come say hi If you've ever wondered whether you're chasing more simply because you think you should, I'd love to hear your thoughts.Find me on Instagram → @campaign_del_mar   Extras → Get the backstage pass on Substack→ Explore Marketing Circle→ Get Mia’s Mini Campaign Planner   References mentioned in this episode  Franjos "Lift Like a Mother" Bonds featuring Adam Hyde (Keli Holiday) Robert Irwin Bonds campaign Andrea Andric Got Marketing? episode with Andrea Andric Reddit "People Are the Best" Nescafé "Make Your World" Suncorp "A Tale of Two Queenslands" Søren Kierkegaard Off Campus Peking Duck Myer campaign with Peking Duck (2021)   This episode was produced by Laura McRae from Podcast Support Services