High Five: Recent Faves from INGO Stockholm's Anna Werkell

How do you get investment bankers, who have nothing but white shirts in the closet, excited about another brand offering white shirts entering the market? By tying the price to Nasdaq. Yes, the price of the shirt fluctuated according to the stock market. What I love about this idea is not just the smartness of it all, but I’m I sucker for brands daring to make themselves niche, and not try to be for everybody. Daring to focus on a very specific target group makes it easier to be authentic. What could have been a forgettable eCommerce campaign turned into a relevant, fun and smart activation worth talking about (and well worthy of my jealousy).

The new digital landscape makes for new possibilities...and problems. The campaign 'Bodyright' aims to help women protect images of their bodies from digital violence online, by creating the Bodyright symbol - an actual copyright symbol for your body. With all the laws and protections in place for copyright and intellectual property right, a more solid protection for women’s bodily autonomy online is way overdue. The relevant, straightforward approach to this complex issue makes it thought-provoking and to-the-point. A big idea that could change the digital reality for women all over the world. Now, who wouldn’t have wanted to have come up with that? I sure wish I had!

Blanche Stories is an erotic audio app for women, centring on delivering pleasure on women’s own terms. Imagine turning a dull customer service into something that doubles as an interactive, 'choose your adventure' style sex fantasy. Well, that’s what Blanche Stories did with this campaign. It’s a brilliant, fun and steamy way to invite people to interact with the brand and experience the very core of their product. The idea, the grit and the craft of this idea is just amazing. I laughed, I blushed and got very jealous that I didn’t crack this idea myself.

A lot of brands have tried to ride on the NFT train. But none have done it quite like this, in my opinion. The idea of using NFTs to crowdfund cancer treatment is not only smart, beautifully executed and relevant, but it also makes a difference and is laced with hope. It can be a challenge to get through to people with a topic as heavy as cancer. But this campaign is so innovative, powerful and emotional that you just can’t ignore it. Did I tear up the first time I saw it? Yes. Am I insanely jealous for not coming up the idea myself? Yes!

McDonald’s manages to consistently turn its tactical offers into engaging and innovative campaigns. Creating an OOH campaign with billboards allowing you to go back in time, to claim old McDonald’s deals from the past on Google maps, is just so fun and disarming. The humour, relevance to the brand and smart use of technique makes me love this campaign. My first thought when I saw it was definitely: “Damn, I wish I came up with that."