US Creative Works: featuring JWT, Humanaut, Grey NY and more

The United States Marine Corps is returning the Super Bowl for the first time in more than 30 years with a new brand campaign that brings out all the big guns in an effort to promote the military division.

The spot, ‘A Nation’s Call,’ will air during NBC’s Super Bowl livestream. It was produced with the help of long-time agency, J. Walter Thompson. The full-length spot is live on Marines.com – and a 30-second version will air twice online during the livestream. 

The campaign features the all the arsenal and might of the Navy and Marine Corps team – ships, amphibious vehicles, aviation and ground assets – disappearing to reveal the Corps’ greatest weapon: the fighting spirit of every Marine. With tanks rumbling, hovercraft speeding towards the battlefield, planes blazing overhead and Marines shooting towards enemy targets, the action unfolds like a video game, which may be the point in trying to land new members brought up on such technology.

Philadelphia delicatessen food purveyor Dietz & Watson is bringing out its 'Deli Deli' for the Super Bowl. Playing off the medieval theme of the Bud Light 'Dilly Dilly' campaign, Ye Royal Deli is giving out free meats and cheeses in real-time today (Feb. 4) with the help of the company's new agency-of-record, Philadelphia-based creative agency Red Tettemer O’Connell + Partners (RTO+P). 

On Super Bowl Sunday, Ye Royal Deli officially opens for business, with an attendant accepting orders for Dietz & Watson meats and cheeses via a ten-hour livestream that will run across Facebook, Twitter, and YouTube. As viewers place their #delideli orders in the video’s comment section, the attendant will slice up a quarter-pound of the requested meat and cheese using Ye Old Deli Slicer – expecting to fulfill approximately 200 orders over the course of the day. Plus, one lucky customer will have the chance to win meat and cheese for life.
 
The brand will deliver orders via Amazon Fresh – same day for all customers in one of Amazon Prime’s 37 markets, including Philly. For select local orders, medieval page boys will make deliveries, outfitted with bikes and motorbikes dressed as horses. 

Pharmaceutical company Novartis carried out a global survey in more than 12 countries to have better understanding on the feeling of patients with advanced Breast Cancer. A disease that it is estimated to affect 250.000 women and it represents 15% of the diagnosed cases of breast cancer. The results show how the disease affects their finance, their worklife and most importantly the way in which they relate to all their sources of support.
 
Touched by how very simple actions can make their day in a cruel daily battle against cancer, David Buenos Aires came out with a film starring real patients. Through a role playing act shot at the National Theatre they make society aware of their "other needs". Directed by Nico Pérez Veiga and Julieta Cabrera (PRIMO) the film portrays patients attending the breast cancer network of NGOs (MACMA, ACIAPO and SOSTÉN) with whom Novartis collaborates. 

The opioid epidemic, which was officially declared a public health emergency in 2017, has impacted the lives of millions of Americans and created a booming market of addicts in America. illegal practices, such as patient brokering prey on vulnerable treatment-seeking individuals, targeting those with private insurance and referring them to often inadequate facilities.

The Stop Treatment Fraud poster series, created by Eric Mower + Associates, depicts how individuals are promised resort-like conditions and successful treatment programs, but often find themselves in recently closed motels turned into “treatment facilities” designed to drain their insurance benefits. The posters warn individuals to be aware of suspicious activity before signing up and to report suspected patient brokers and their activities. Syracuse Behavioral Healthcare drove the development of the poster campaign, which is running statewide in New York. The posters are available for download here and will also be emailed out to treatment providers across the state.

The program features three posters which call upon treatment seekers, their families and the individuals assisting them to report any suspicious activity. These will be displayed in locations such as healthcare providers’ offices, treatment and recovery centers, as well as public spaces like hospitals, emergency rooms, community centers, libraries and criminal justice centers. 

Washington’s State Lottery is pulling back the curtain on the Department of Imagination, giving players the opportunity to see just how far their imaginations can take them, and what they could do with a win from Washington's Lottery.

The spots, created by Cole & Weber, show the inner workings of the fictional Department of Imagination, a literal dream factory that makes lottery players' flights of fancy real.

WeCounterHate is a new campaign by Possible that seeks to reduce hate speech on Twitter by turning retweets of these hateful messages into donations for a good cause.

What topic gathers more tweets and retweets than the MLB, the Grammys and the Super Bowl? Hate. Racist messaging is unfortunately one of the more popular topics on Twitter.

Recognizing this, the WeCounterHate campaign was created. Using machine learning, it first identifies hateful speech on the platform. A human moderator then selects the most offensive and most dangerous tweets and attaches an undeletable reply. It informs recipients that if they retweet the message, a donation will be committed to an anti-hate group (currently, this is Life After Hate, a group that helps members of extremist groups leave and transition to mainstream life).

Ultimately, WeCounterHate is seeking to change not merely perceptions but behavior. Because retweeting is so easy, most people do it with hardly a thought. By making them pause, the campaign causes them to think about what they are doing, and hopefully encourage them to start acting differently. And, of course, the biggest goal is to reduce the amount of hate speech on the Internet.

In its pilot launch, WeCounterHate proved successful, reducing the retweet rate of hate speech by 66%. But there’s a lot of work left to be done. To find out how you can support this promising effort, watch our how-to video above and visit wecounterhate.com.

SeaPak hired Voicebox to redesign its logo and 30+ product SKUs to better align the brand with its message of allowing busy families to 'chillax' and escape the stress of meal time with nutritious, easy-to-prepare seafood from SeaPak.

The refined look stays true to SeaPak’s classic image as to not confuse consumers, but marries the brand’s iconic equities with that of the attributes it is communicating to new consumers looking for real food ingredients. Voicebox made the products the focal point of the packaging, inviting consumers to picture a relaxing, healthy and easy meal made with SeaPak products.

To separate SeaPak from others in the competitive frozen seafood section, Voicebox positioned the products on a nautical-themed white plank background with light blue accents. A more current font style was added as was the brand’s inception date, which further exemplifies the brand’s history of providing quality, great-tasting, responsibly sourced seafood for nearly 70 years.

For this year’s Super Bowl, the SoCal Honda Dealers looked to help SoCal residents pay it forward to a friend, loved one or inspirational someone, by surprising them with a brand new Honda Civic.

To submit someone deserving, residents were invited to play The Helpful Hunt, a scavenger hunt that kicks off inside a commercial spot airing during the Big Game. Southern California residents can still participate at TheHelpfulHunt.com for a chance to give someone they know a big Random Act of Helpfulness. For those who missed the clues, or are just a bit perplexed, a post-game commercial is airing from 2/5 to 2/25, explaining how it works and directing people to play at TheHelpfulHunt.com.

Last year, SoCal Honda hosted the Helpful Bowl, where every Big Game commercial featuring an advertising cliché earned a dollar donation, and generated over $300,000 for the Boys and Girls Clubs in SoCal. Kids played along live while SoCal residents helped increase the donation at HelpfulBowl.com. For the Big Game in 2016, SoCal Honda’s commercial surprised residents with complimentary Uber rides and got nearly 9,000 people home safely on one of the most dangerous driving days of the year.

Whole Foods has released a series of quirky ads in a bid to show off the grocer’s array of offerings, like its in-store wine bar and plethora of gourmet cheeses.

Created by MullenLowe LA, which won the the Austin-based company’s creative account in October, the campaign uses humor to illustrate what a typical Whole Foods shopping experience might look like.

For instance, in one ad, a befuddled man can’t seem to decide which “soft, but not too soft” cheese he should purchase. In another, a man eyeing up some ground sirloin and ribeye explains to his friend that he’s ditched veganism for the paleo diet. A third shows two women laughing over the fact that their “grocery shopping” has turned into catching up over wine and snacks.

One of the world’s best soccer players, Cristiano Ronaldo, made his American football debut during the Super Bowl, starring in Altice USA’s first Super Bowl spot and marking the first campaign from Altice USA and agency partner Y&R.

The spot follows Ronaldo as he discovers 'football' in America with the help of the Altice One entertainment experience, taking the field instead of the pitch as he astonishes teammates and fans alike.
 
The campaign highlights Altice One, Altice USA’s all-in-one connectivity platform, combining internet, TV and WiFi all in one device - which is just as surprising as a futebol star playing football. The ad ran in the New York regional market.
 
To create buzz leading up to the big game, Ronaldo and NFL Fox Sports Insider Jay Glazer “leaked” footage of the soccer star in football gear via Instagram and Twitter, bantering back and forth to drive speculation and conversation.