Mind Control
Award: Graphite Pencil
Graphite Pencil / Radio & Audio / Radio Advertising Campaigns / 2020
Award: Wood Pencil
Wood Pencil / Direct / Direct Integrated Campaigns
Award: Wood Pencil
Wood Pencil / Film Advertising / Innovative Film Advertising
Award: Shortlist
Shortlist / Direct / Direct Response/Film
Award: Shortlist
Shortlist / Film Advertising / TV Commercials 1-20 seconds
With its iconic You Either Love It or Hate It advertising campaign, Marmitedivided the nation. To grow sales adam&eveDDB needed to change haters’ minds about the savoury spread. Incorporating behavioural science, they created a campaign that ‘mind controlled’ the UK. A 15-minute film turned Marmite haters into lovers, while subliminal messages were planted in other brands’ TV, radio, print and outdoor advertising. Brand awareness went up 400%, 100,000 new households bought Marmite and 80% of participating haters who saw the film were converted into lovers.
What did the judges have to say?
What’s really remarkable is that they got real brands to buy into the idea of their ad being taken over by another brand, which is so bold.
Avril Delaney, Senior Copywriter, Boys and Girls
A brilliant and daring idea made extra commendable by the use of real brands in its execution. This felt like an idea that could have faced a lot of 'nos' along the way. That dedication to the creative should be celebrated. It also happens to be a bit bonkers, which we loved.
Avril Delaney, Senior Copywriter, Boys + Girls
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