May Campaigns we LOVED!

A billboard with "money monzo" text, split between a toilet and a bird bath, with birds flying, promoting Monzo bank.

Welcome to another month of tda’s favourite campaign picks from the marketing industry! This month we are looking at Monzo, McDonald’s and Bridgerton.

1. Money Never Felt Like Monzo

We can all agree that Monzo owns it on social media and that’s why we got so excited about their brand new ‘Money Never Felt Like Monzo’ campaign. Created by Uncommon and directed by Marie Schuller, the 60-second hero film shows how Monzo turns negative situations into uplifting moments, like turning arguments into hugs and tarantulas into head massagers. This campaign, featuring TV, VOD, cinema, and online ads, along with a strong out-of-home presence and a takeover of the Financial Times, highlights how Monzo makes dealing with money feel genuinely better!

The campaign tells a compelling story with striking visuals, capturing how Monzo changes financial stress into something enjoyable, perfectly fitting the brand’s goal to make money management feel great.

2. McDonald’s - The Meal

McDonald’s has launched "The Meal," an integrated campaign that removes the iconic smile from Happy Meal boxes® for the first time ever to mark Mental Health Awareness Week. The research revealed that nearly half (48%) of UK children feel pressured to be happy all the time. To address this, McDonald’s has distributed 2.5 million limited-edition Happy Meal® boxes to over 1,400 restaurants nationwide, with stickers showcasing various emotions for children to express how they feel.

A row of red McDonald's Happy Meal boxes with varying emoji-like expressions on the front.

Partnering with BBC Children in Need, a dedicated hub with resources for emotional well-being is accessible via a QR code on the boxes and online. The campaign featured a short film directed by Jake Mavity, emphasising the importance of children expressing their emotions. Narrated by football legend Rio Ferdinand, the film highlights children choosing stickers to reflect their feelings on the expressionless Happy Meal boxes.

Running from May 13th to 19th, the campaign was supported by a comprehensive media plan including OOH, social media, and SVOD, with parenting influencers sharing their perspectives on emotional conversations with children. Now more important than ever, this innovative approach to promoting mental health, engaging storytelling, and strategic use of multi-channel communication influences the fostering of important conversations among families.

3. Bridgerton is back!

Whilst Bridgerton is nothing new to our gentle readers, their marketing efforts keep pleasing our eyes year to year.

Billboard promoting a new season of a show on Netflix

Claimed as the most in-demand romantic drama TV show, Bridgerton marketing activities span from limited beauty collections to marketing events on the streets of New York. This year Bridgerton powerhouse brought us a range of brand collaborations, infusing the show's Regency-era elegance into everyday items. Izzy & Liv at Target offers robes, pyjamas, and slippers that embody Bridgertons charm. Williams Sonoma brings opulence to the table with floral dessert plates and teacups, while Ruggable's washable rugs echo the series' extravagant settings. The Bridgerton Artist Series at Netflix Shop features unique creations from emerging artists, adding the show's beauty and diversity to everyday items. Primark's satin robes and teacups capture the series' romantic essence, with upcoming collections from brands like Selkie and Hot Topic promising to expand the Bridgerton magic even further.

Collage of Bridgerton-themed items: macarons, tea set, woman in wedding dress, and makeup palette.

These collaborations attract fans by immersing them in Bridgertons world through beautifully designed, functional products. Whether through luxurious wedding dresses from Allure Bridals, exquisite teas from Republic of Tea, or charming pet accessories from maxbone, these collaborations celebrate the joy and empowerment of Bridgerton, making our excitement about Colin and Pen’s story last longer!