New creative that breaks through the clutter


What caught our eye this week:

Dancing the dream: This exhilarating exhibit at Washington’s National Portrait Gallery opened just after the government closed down so it was especially rewarding to finally see it this past Saturday. A celebration of dance in photography, video, posters and—in a nod to millennial visitors—QR code links, the multi-media show highlights the choreographers, dancers, genres and music that “explore the relationship between the art of dance and the evolution of a modern American identity.” Very moving, in every sense of the word.

– CSX: Another in a series of spots that portrays “how tomorrow moves” thanks to the long-haul fuel efficiency of the freight line.

– Thanks to the merger with Continental, the friendly skies of United is now “big world friendly” in a charming spot using airport codes and local scenery as destination markers.

– Milk. A “wholesome wardrobe” made entirely of milk and exceptional use of photoshop.

– …And cookies. Nestle “bakes the world a better place” with toll-house morsels that make every palate happy.

– ComEd reinvents the electricity bill and makes it a pleasure to read (if not to pay) through crowd-sourcing and smart design.

– Nationwide knows how we really feel about our cars (um, babies) and implies it will honor your claims by promising “what’s precious to you is precious to us.”

– CARE adopts experiential marketing as a way to “deliver lasting change” by leveraging the traditional Care package to raise awareness and enhance fundraising among younger generations of donors. As an aside, I went on the site to further investigate the campaign and the home page slide show leads with an appeal for donations to aid the victims of Typhoon Haiyan. Do your part. Go to and give.

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