Latest news with #UncommonCreativeStudio
Yahoo
19-05-2025
- Health
- Yahoo
Vimergy Launches the "Mouth of America" - Exposing a System That Profits When We Stay Sick
New National Campaign Confronts the Healthcare Industry's Perverse Incentives and Sparks a Movement for Preventive Wellness NEW YORK, May 19, 2025 /PRNewswire/ -- Vimergy, the premium supplement company helping people reclaim their health with pure, potent, and timeless products, today launched the "Mouth of America" – an immersive national campaign debuting a large-scale art installation in New York City. Designed to provoke and inspire, the campaign calls attention to America's real health crisis: chronic, system-driven illness fueled by a healthcare model that profits when we stay sick. This problem shows no sign of abating: In 2024, Americans collectively took 215 billion doses of prescription medication. At the heart of the campaign is a striking public sculpture: Lady Liberty's Mouth of America. In this provocative installation, the face of the Statue of Liberty appears to ingest hundreds of giant pills scattered across the pavement. A universal symbol of freedom and hope, Lady Liberty now stands as a powerful metaphor for a nation drowning in chronic illness, overmedication, and growing distrust in the institutions meant to protect us. "This installation challenges the narrative we've long been sold – that our system is built to keep us healthy," said Phil Jacobson, Chief Brand and Marketing Officer of Vimergy. "But the truth is, the sicker we are, the more the system profits. Lady Liberty has become a patient herself – and she's not alone." The "Mouth of America" reflects the fact that in 2022, there were 6.7 billion total annual prescriptions in the U.S. alone. With this level of overprescription and still so much chronic illness, we have to ask: Who's really benefiting from keeping us sick? By grounding abstract data in something so innately representative of America, the installation reminds us that well-being doesn't start in a lab or a pharmacy. It starts with our choices. Today, Vimergy also launched a new campaign website that features a short film produced in partnership with Uncommon Creative Studio, a national survey of health and wellness consumers conducted by Talker Research, and educational materials about root-cause issues and health sovereignty. "The name says it all – we can save ourselves," added Dani Frese, Vimergy Wellness Consultant. "Americans are ready to break free from a system that treats symptoms, not people. This campaign is a rallying cry." The campaign sets the tone for the company's broader movement and its hopeful call to reclaim health on our own terms, one drop, one dose, one decision at a time. Vimergy was born out of its founders' personal journeys to resist chronic illness and reclaim vitality through nutrition, supplementation, and self-advocacy. Today, Vimergy products are trusted by health seekers in over 60 countries. You will soon be able to find Lady Liberty in a city near you. For updates, locations, and video content, visit About VimergyVimergy is a premium supplement company offering pure, potent, and timeless products to help people reclaim their health and future. Our supplements are consciously crafted to empower people to feel better, think clearer, and be at their best. All Vimergy products are Non-GMO, Gluten-Free, Soy-Free, and Paleo Friendly. Vimergy is also a leader in the liquid vitamins space, providing people with a fast-acting, gut-friendly option for supplementing their diet without resorting to more pills. In an era of symptom-chasing and overprescription, we are empowering people to feel their best on their terms – one drop, one dose, one decision at a time. CONTACT INFO:press@ View original content to download multimedia: SOURCE Vimergy Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
07-05-2025
- Business
- Yahoo
Guinness, Ireland's Favorite Stout, Wants to be American Too
The Guinness ad chronicles a journey across all 50 U.S. states. - Guinness, Uncommon Guinness traversed all 50 U.S. states for an ad campaign attempting to win over American drinkers to the Irish stout. Today, the Diageo brand is debuting its first campaign developed by Uncommon Creative Studio New York after hiring the agency last year. "A Lovely Day" is a modern interpretation of the stout brand's long-running tagline, "Lovely Day for a Guinness," which began appearing in ads during the 1930s. The new film, running on TV, digital, and social media, is a celebration of community. It chronicles a 5,057-mile journey across the nation, capturing snapshots of real people and diverse groups from every state. The 50 communities featured in the campaign include a brass band in New Orleans, an ice-fishing competition in Minnesota, a rugby team in New Mexico, and a plumbers union in Chicago. "We met real people and witnessed real moments. All we did was bring the Guinness and let the cameras roll," Joyce He, vice president of Guinness, said in a statement. "It's a refreshing reminder that we all thrive the most when coming together as communities." The work will be the centerpiece of Guinness's Lovely Day Project, which it introduced last month ahead of St. Patrick's Day, inviting people across the U.S. to share celebrations and stories. Along with the new ads, Guinness will release a limited edition draught stout can, designed by Los Angeles graphic artist Sebastian Curi. A lovely time for stout With its new campaign, Guinness is looking to carry its popularity from its home base of Ireland and the U.K. across the Atlantic. Guinness brought on Uncommon, the hot shop that expanded to the U.S. from London in late 2023, amid a surge of stout sales worldwide. While overall beer, wine, and spirits sales fell by 1.6% in the U.K. last year, demand for stout in supermarkets increased by 13%, per NielsenIQ. Guinness is helping influence this trend and driving momentum at owner Diageo, delivering double-digit growth for an eighth consecutive half-year, according to Diageo chief executive Debra Crew in the company's latest earnings report. Recently, the Irish stout brand has been focused on widening its consumer base, particularly among younger people and women, and changing its reputation as an "old man's drink." Guinness's marketing has helped boost its popularity among Gen Z, inspiring TikTok challenges like "splitting the G." Some U.K. pubs even reported a shortage of the drink earlier this year. MAHA and DEI discussions shared the spotlight with natural products at 2025 6 Sizzling Food Trends Marketers Need to Know
Yahoo
22-04-2025
- Business
- Yahoo
American Culture Still Matters for Global Brands
Last week, Guinness debuted its first campaign with Uncommon Creative Studio, "A Lovely Day"-a sweeping, 5,057-mile journey across the U.S. spotlighting real people, diverse communities, and the passions that unite them. More than a brand film, it's a journalistic ode to the richness of American life, delivered through a lens of optimism and humanity. It also arrives at what can only be described as an "interesting" cultural moment. Global perceptions of the U.S. have shifted. Significantly. Recent data shows that the average net favorability of the U.S. has declined by roughly 20 points worldwide, with marked dips in key consumer markets like Europe and Canada. Driven by geopolitics, cultural polarization, and economic unease, America is under a sharper lens than perhaps ever before. So why are global brands still so invested in showing up here-and showing off? Let's start with the obvious: scale. The U.S. continues to represent an unmatched commercial opportunity. Despite economic fluctuations, it remains one of the most resilient consumer markets in the world. That resilience isn't just appealing to established giants, it's also proving magnetic for direct-to-consumer challengers. Take ME+EM, the U.K.-based womenswear brand. Known for its clean silhouettes and data-informed design strategy, they've doubled down on U.S. expansion. After a successful digital push, they've moved into brick-and-mortar, with stores in New York City, the Hamptons, and now Texas. The commitment signals not just short-term ambition, but long-term belief in the American shopper's continued global influence. That influence extends far beyond GDP. The U.S. is often the launchpad for brands aiming to embed themselves in the cultural zeitgeist. Just last year, Guinness was at the center of a TikTok phenomenon with the "Split the G" challenge-an unplanned but potent moment of viral cultural relevance. Similarly, Puma's new "Go Wild" campaign, its largest global initiative, debuted in the U.S. this March. For a German heritage brand, gaining traction stateside is more than symbolic; it's essential toward engaging Gen Z audiences at the intersection of sport, identity, and authenticity. With 17% of all TikTok users based in the U.S., and roughly 34% of ad revenue generated here, success in America can mean amplification everywhere. The U.S. is also uniquely valuable as a cultural testbed. With its intricate diversity-ethnic, geographic, and ideological-it serves as a global microcosm. It's where brands can pressure-test both universal insights and hyperspecific strategies. Guinness' film leans into this idea, exploring the connective tissue of American life. Toyota's latest campaign for the 2025 4Runner does something similar, pairing broad themes of adventure ("Your Window to the Wild") with a more targeted sub-campaign, "4Runner Landia," created with agency Conill to reach Hispanic audiences. The campaign even includes a contest to win land-an offer rooted in cultural nuance and aspiration. In that way, America isn't just a place to sell products. It's a place to refine ideas, build resonance, and test what it means to connect with people on a human level. As campaigns increasingly pivot toward emotional storytelling and values-led positioning, brands are turning to the U.S. as a litmus test for what works-and what endures-across communities, cultures, and digital channels. There's also a reason Guinness ends its film with the line, "People need people." It's a universal sentiment, but its resonance in the U.S.-with its division, complexity, and promise-feels especially timely. The film's soundtrack choice, Paolo Nutini's "Iron Sky," underscores that. It's a track woven with themes of resistance, justice, and unity-featuring audio from Charlie Chaplin's 1940 speech in The Great Dictator. It's a reminder that some ideas don't belong to one country or another. They belong to all of us. And right now, for global brands, the U.S. remains one of the most powerful places to express them.
Yahoo
10-04-2025
- Entertainment
- Yahoo
GUINNESS SPOTLIGHTS 'LOVELY DAYS' ACROSS THE COUNTRY IN NEW CAMPAIGN
Guinness debuts an ad campaign starring real groups of friends and their stories of coming together over shared passions and pints! NEW YORK, April 10, 2025 /PRNewswire/ -- Fifty states, one truth: when you're with your people, every day is a lovely day. Guinness is unveiling "A Lovely Day," chronicling a 5,057-mile journey to every single state and capturing what unites people over a pint. This campaign is more than just a celebration of Guinness - it's a celebration of the vibrant communities across the country. Today, the first powerful film made in partnership with Uncommon Creative Studio, "Guinness Presents: A Lovely Day," begins rolling out across TV, digital and social media. This anthem focuses on snapshots of Americans finding connection in everyday moments of togetherness, highlighting the simple joy of being with the people who matter most. Some of the 50 communities featured in "A Lovely Day" include: The Treme Brass Band: One of the most soulful groups in New Orleans. Between sets, this multigenerational group sit back and enjoy a meal with a pint of Guinness before taking the stage to deliver another round of foot-stomping sound at their local haunt. Brainerd Jaycees Ice Fishing Extravaganza: The largest ice fishing competition in Minnesota (and the world)! The ice may be thick but the friendships are thicker—and nothing warms the soul quite like a day well spent with each other, fresh grilled fish and a well-poured Guinness. Albuquerque Aardvarks Rugby Team: With a mix of passionate players, the New Mexico team is known for its camaraderie, teamwork and legendary carne asada discos after matches. The heat of the game is matched only by the heat of their parties, where Guinness is served and friendships are cemented in the smoky air of a well-earned feast. Chicago Plumbers Union: In ongoing partnership with Guinness, they've been responsible for dyeing the Chicago River into a shimmering emerald tribute for St. Patrick's Day since 1962. And when the work is done, they gather with a pint of Guinness, reflecting on the legacy they keep alive, one green wave at a time. Newport Run Club: This crew turns every run into a celebration! Their monthly "Guinness Runs" have become legendary as a high-spirited tradition where runners hit the pavement together then toast their efforts after with a well-earned pint of Guinness. It's not just about the miles, it's about the camaraderie, the laughter and the pints together. Throughout the rest of the year, Guinness will release additional content that goes deeper into the dynamic stories and communities thriving across the U.S., all complemented by billboards and digital screens in cities and towns nationwide, recognizing the people and moments that make every day a lovely day for a Guinness. "From a group of ice skaters gliding across the lakes of Alaska, to a baseball team part of Tulsa's sandlot society, to competitive weekly dominoes players in South Florida, and everything in between, we met real people and witnessed real moments. All we did was bring the Guinness and let the cameras roll," said Joyce He, Vice President, Guinness. "It's a refreshing reminder that we all thrive the most when coming together as communities. Because at its core, a lovely day isn't just about what's in your pint - it's about the people around you, the moments shared and the passions that bring us together." This is the central chapter of the Lovely Day Project, first introduced last month ahead of St. Patrick's Day, when Guinness invited people across the country to share their own celebrations and stories. The response of YOUR photos showcased a powerful tapestry of moments that captured the spirit of connection, one pint at a time. Inspired by the iconic "Lovely Day for a Guinness" ads of the 1930s and 1950s, "A Lovely Day" brings that timeless spirit to the U.S., grounding it in the real stories of Americans and delivering a powerful message of generosity, goodness and community. Indeed, everyone's lovely day looks a little different -- and to celebrate Guinness moments in the warmer months ahead, Guinness is excited to unveil a limited-edition Guinness Draught Stout can, designed by LA graphic artist Sebastian Curi. The eye-catching design adds brightness and creativity to the iconic black can, reimagining the classic Lovely Day toucan art with a modern, American twist -- another nod to the brand's visual legacy, perfect for spring and summer. Follow @GuinnessUS across social media to stay up to date on all the stories and lovely days to come. Remember, if you're taking a break or not drinking at all, try a Guinness 0 to keep the celebrations going. No matter where you are, when you're with your people, it's a Lovely Day for a Guinness. About GuinnessThe Guinness brand was established in 1759, when Arthur Guinness signed a 9,000 year lease on St. James's Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. More information can be found at About DiageoDiageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit Visit Diageo's global responsible drinking resource, for information, initiatives, and ways to share best practice. Follow Twitter and Instagram for news and information about Diageo North America: @Diageo_NA. MEDIA CONTACTS:Kelly Pepe, diageobeer@ View original content to download multimedia: SOURCE GUINNESS Sign in to access your portfolio
Campaign ME
28-02-2025
- Entertainment
- Campaign ME
Campaign Big Global Awards 2025: winners revealed
UK-originated shop Uncommon Creative Studio won six prizes at the Campaign Big Global Awards today, half of which were for its work with British Airways. Rethink was the next most-awarded agency, with the Canadian outfit picking up three gongs, including two for Kraft Heinz. US agencies Courage and Mojo Supermarket | Creative X, and UK shops Mother and VCCP, all picked up a brace of wins. In their second year, Campaign's Big Global Awards drew entries and winners from four continents. These international awards celebrate creative projects from agencies big and small in the UK, Canada, the US and beyond for brands including Uber, KFC and Facebook. From the MENA region, Play Life by Droga 5 London & Accenture Song Middle East for Qiddiya took a finalist spot in the Media Channel: Film category. Chaired by Aaron Starkman, global chief creative officer of Rethink, the 33-strong judging panel comprised a diverse range of top creatives from around the world. UK judges include Andre Sallowicz, creative partner at Abbott Mead Vickers BBDO, Al Mackie, chief creative officer at Rapp, and Sue Higgs, former executive creative director at Dentsu Creative. The complete list of categories is below. Click on the links to find out the winners and finalists, and see some of the winning work. To register your interest in the 2026 awards, click here. Craft: Art Direction The winner in this Campaign Big Global Awards category is 'Windows' by Uncommon Creative Studio for British Airways. Photographed by Pulitzer Prize-nominated Christopher Anderson, the concept plays on the trend of passengers usually taking pictures from their seats out of plane windows, but reverses this, spotlighting instead on their emotions as they look through onto their destination. Casting The winner in this Campaign Big Global Awards category is '100 Reasons To Rise' by Uncommon Creative Studio for Quaker. Shot by photographer, storyteller and civil rights activist Milan Harriman, it features the most diverse cast ever assembled, and poses the question; 'We know our stories, but how often do we brush past people in our busy day and not know their stories?' Direction The winner in this Campaign Big Global Awards category is 'A British Original Period Drama' by Uncommon Creative Studio for British Airways. Directed by Sharon Maguire, famed for her work on Bridget Jones's Diary, this five-minute masterpiece is a blend of British humour and essential safety tips, amongst a backdrop of some of the country's grandest stately homes. Photography The winner in this Campaign Big Global Awards category is 'A British Original' by Uncommon Creative Studio for British Airways. The global campaign saw 512 executions celebrating the reasons we fly and ran across TV, OOH, press and digital channels. The executions used playful art direction and motion to build upon the design, demonstrating a high level of craft, embracing some of advertising oldest skills, writing and design, to make a modern classic. Post Production The winner in this Campaign Big Global Awards category is 'Owned By You, Right By You' by VCCP for Co-op. This clever ad features a papery twist that is becoming less and less common; with the core inky animation appearing on a receipt. In collaboration with production company Blinkink, VCCP's content creation studio Girl&Bear created the hero using stop-motion animation, with each frame actually being printed and cut through the receipt printer, and then shot on film. All shots were then edited together in post-production to create the effect of one single receipt telling the story. Writing The winner in this Campaign Big Global Awards category is 'Uber One 'Best Friends'' by Mother for Uber. This launch film features Hollywood icon Robert De Niro and rising British actor, Asa Butterfield forming an unlikely friendship after bonding over their uniquely banal shared passions for 'eating food' and 'going places.' Meanwhile, Uber one is a paid membership platform that allows members to save money and access benefits across Uber Eats and Uber Rides. In other words, it's a membership exclusively for people who eat food and go places. OOH and social expanded the campaign and built on the simplistically straightforward language of 'Eating food and going places'. Industry Sector: Automotive and Transport The winner in this Campaign Big Global Awards category is 'Trains, Now on Uber'' by Mother for Uber Trains. This quirky campaign saw the worlds of the ride-hailing app and trains collide to herald the launch of public transport on the app. The messages appeared at every stop of an Uber user's journeys, across social teasers and on public commutes on press adds, social content and out-of-home takeovers in train stations across London; including the rebranding of the UK's biggest indoor departure screen at London Waterloo that plotted train departure information on the map from the app. Entertainment and Leisure Media Channel: Design Celebrating the humble laundry chair we all have, and turning it into the chair we all want; the Rewear Chair got everyone talking about changing their laundry habits. Experiential The winner in this Campaign Big Global Awards category is 'The First Edible Mascot'' by Weber Shandwick for Pop-Tarts. In most sports sponsorships, brands buy their way in, launch their logo into an already crowded market and… sink without trace. To avoid this sad fate, Pop-Tarts had to think outside of the box – and came up with an altogether more gruesome destiny. For a brand historically associated with breakfast, its first step was to re-cast itself as a snack; a snack which would be ritualistically toasted and eaten alive by the winning team of the American College Football Pop-Tarts Bowl. Film In this short film directed by an Emmy award-winning director Kim Gehrig, A Life in Sound follows a woman dancing energetically as she moves through different phases and milestones of her life while listening to a wide variety of songs. By showcasing how audio entertainment service SiriusXM brings listeners closer to what they love and what moves them throughout their lives, this is a campaign you can almost feel as well as hear. 'Play Life' by Droga 5 London & Accenture Song Middle East for Qiddiya was a finalist in this category. Integrated The winner in this Campaign Big Global Awards category is 'Finger Lickin' Open Endorsement' by Courage for KFC. Faced with a saturated basketball market dominated by big QSR sponsorships, KFC Canada needed to make a splash in an unconventional way. So it incentivised the 'Finger Lickin' Good' phrase – a motto and gesture created by the brand in 1952 – which also taps into a little-known basketball ritual; the finger lick after key plays. It kicked things off by sneaking a real-life Colonel Sanders courtside at an NBA game with basketball's biggest influencer LethalShooter, thus infiltrating its competitor's turf with no sponsorship deal. News of the stunt went viral in the basketball community and even NBA star Luka Doncic was seen performing the celebration. Out of Home The winner in this Campaign Big Global Awards category is 'Coors Light's Out' by Rethink for Coors Light. What could have been an otherwise embarrassing episode ended up making sports advertising history when Shohei Ohtani, the greatest player in baseball, broke a Coors Light ad with a foul ball, leaving a black square of dead pixels on the can. Within 48 hours, Coors Light turned the broken ad into a special edition can – by simply leaving it right where it was. A commemorative series of cans was released, selling out in under 24 hours, prompting fans to start making their own. Promotion continued via an innovative use of outdoor media, with the same black square added to all existing media placements, including the local OOH in the Anaheim area and the broken ad was also run during a live game on every screen inside Angel Stadium. Social
