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Soup has been nourishing humanity since the Ice Age. The trouble is, we only ever think to cook it when it gets cold. And with 2016 marking Australia’s warmest ever winter on record, sales of Campbell’s Soup had hit an all time low. So instead of giving Australian's a compelling reason to enjoy Campbell’s Soup, we gave them thousands.
SoupTube was the first ever use of Google's Director Mix, and is now a global case study on creating dynamic YouTube campaigns.
“This sets a benchmark for how brands should communicate moving forward”
– Google
In addition, we created a data-driven out-of-home campaign that served contextually relevant messages to commuters based on the weather, traffic conditions, day of the week and placement.