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The Swirl: June 12, 2017

It’s the most popular birthday week at Mythic, so there’s a lot worth celebrating. To help you get an early start on the festivities, we’ve got: iconic IKEA bags, full hearts and lunchboxes, and the download on your listening habits.

WORD OF THE WEEK

BROUGHT TO YOU BY GUEST SWIRLER: WILSON DOUGLAS, SENIOR ACCOUNT EXECUTIVE

Themyscira (n.) - A fictional, island nation created by DC comics, serving as home to Wonder Woman and a new Google campaign pushing for more female engagement in the coding world. Fun fact: only 22% of the gaming world are female. However, this Wonder Woman-based coding project from Made With Code sets out to change that.

For people who love getting lost at IKEA...

SwirlNotes: Ever wondered how many ways you could use IKEA’s big blue bag? Welp, here’s your opportunity to find out. Our favorites: puppy coat, fashion statement, and kicking out your boyfriend? So versatile.

WHY IT MATTERS

ICYMI, a few months ago, IKEA threw some shade at fashion designer Balenciaga over replicating their iconic blue bag with a price tag marked up nearly 2000%. Excessive. However, this 1-minute short’s got nothing to do with that (so they say). Instead, it illustrates all the scenarios in which you can utilize their highly functional tote. What’s interesting about this spot is that inserts IKEA into more facets of life than just the home, and in a way that extends it’s MO of function into the equation. Because function and quality shouldn’t be a privilege for the few. Instead, it can and should be yours for just 99 cents.

For the lunch bunchers...

SwirlNotes: Who doesn’t love a good lunch bunch? Kitchen Leo Burnett, an ad agency in Norway, is using this common school practice as a way to increase awareness for the need for foster families in the country. Because not every kid is born into a home where mom and dad pack their lunch every day. Tear jerker alert.

WHY IT MATTERS

If you didn’t make it to the end of this spot, watch it again. The best part is when you realize all of the kids in the classroom have helped fill the empty lunchbox. It ends with the message “solutions are often closer than you think,” and you suddenly realize how true this statement is. The main point of this ad is to recruit more Norwegian foster homes, but they’ve created a much bigger message by demonstrating the power of community and how so much can be achieved when we come together and help each other out. Hence the 120 million views it’s received over the past week. Well done, Kitchen.

For the music junkies...

BROUGHT TO YOU BY GUEST SWIRLER: WILSON DOUGLAS, SENIOR ACCOUNT EXECUTIVE

SwirlNotes: Music tech has come a long way. From the phonograph in 1877 to Pandora and Spotify, there's not much you can't get access to today. Especially now that T-Swift is back. Turns out music says a lot about who we are. And thankfully for marketers, Spotify is now sharing that consumer data with us. Holla.

WHY IT MATTERS

Better targeting, of course. Spotify analytics have just given us more insight into how school, rain, and holidays affect what we listen to. And further, how it affects our mood and preferences. Looks like UNC students love Keith Urban, Chicago residents don't mind the rain, and Filipinos are really into Christmas. You can explore more via this interactive microsite. This is part of what we call big data, and while it's nothing new, it's a good reminder that there are so many ways to uncover insights these days. Thanks to Spotify for sharing some of their best data with us.

FINAL FOOD FOR THOUGHT

Need some Tinder tips? Delta Airlines just created a travel wall in Brooklyn to help singles score some hot dates.