Patrick Holly, vp, creative, Upwork
I want to focus on a much smaller but ingenious move from Chipotle for my 2024 selection. This work is a perfect mix of cultural listening met with a bold brand leaning in to champion its fans. The folks at Chipotle noticed a social trend of customers taking handfuls of the restaurant’s napkins to replenish their car’s napkin supply. Rather than instituting something silly like a “one napkin per customer” rule, the brand decided to get in on the joke and make their own branded napkin holder that attaches to your car’s visor.
This simple move garnered a wave of press that, no doubt, far outshot what looks to be a pretty low-cost execution. It’s this kind of work that reminds you excellent creativity works no matter the budget. Bravo.
Pinterest | ‘Pinterest Presents‘ by Mint
Harry Hunter, global managing director, Entropico
A show about shows. For anything you make, you should always be asking yourself who is watching this shit and why they should pay attention. If your audience is marketers, then you most definitely should be (early and often).
Mint’s take on the upfronts category for Pinterest goes further than most, not in scale or the number of song-and-dance numbers from celebrities, but in impact and watchability. It recruits proper funny people with a proper script and well-timed narrative to get the message out, blending comedy set pieces with appearances from the people behind the brand itself talking to their audience.
It’s clever, self-aware and knowingly entertaining. A considered and intelligent choice in an understandably risk-averse but very essential category.
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