Financial services company AXA has launched its first global campaign--developed by Publicis Conseil--showcasing its new brand propositioning, “Empower people to live a better life.”  The campaign, titled “Kathmandu—Believe In You,” is said to be inspired by the true story of an AXA client who was trapped and severely injured during the Nepal earthquake in 2015, while on a humanitarian mission. The AXA team on the ground found and repatriated her, giving her all the medical and psychological help she desperately needed to make a full recovery.  The story is told from the client’s point of view and it celebrates …

Travel Oregon and its agency Wieden+Kennedy are out with a new campaign promoting tourism that reimagines the popular computer game, "The Oregon Trail." The "Travel Oregon: The Game" uses the aesthetic of the original game with modern twists. For instance, oxen have been replaced with a station wagon and items that can be purchased at the store include artisanal coffee, snow chains, or a phone charger. To serve as a travel guide, the game educates players about different destinations and activities throughout the entire state, particularly those that take center stage in winter months. Players are able to start in …

HelpNorCal.com and the #LoveSpreadsFaster campaign was launched this week to draw attention to and support for Northern California fire devastation recovery efforts. The goal is to spread awareness and help people looking to donate directly to local relief organizations easier.  The campaign was created pro bono by Los Angeles-based ad agency Phelps. The campaign is designed to keep awareness of the devastation brought about by this year’s wildfires top of mind even as the story has dropped from the top the news cycle.  HelpNorCal.com is not collecting or distributing any money. The site acts as a one-stop resource with …

Burger King's new UK ad campaign is customizing messages around meal occasions throughout the day. The campaign marks the first time Burger King has used real-time data and events in a digital out-of-home (DOOH) campaign in the UK. Vizeum, JCDecaux, Posterscope, Liveposter, and Cloud + Compass all collaborated on the campaign, creatively executed by 360i. The messages appear across 100 billboards in proximity to 13 Burger King locations around London. One ad, for instance, states its 12:30 pm, so "don't be hangry." They are primarily timed around breakfast, snacking and late night -- traditionally light traffic times for the brand. @VizeumGlobal …

Marriott and agency Grey New York are expanding the hotelier's "You Are Here" messaging by underwriting a song and music video by DJ Dipha Barus. The "Room Key" song is "inspired by Bali" and features vocalist collaborator Lala, and American rapper Vince Staples. The accompanying video intermixes images of the exotic destination and Marriott's resort there with the DJ enjoying himself and partying. Have a look here. Marriott and Barus are releasing the video across paid and owned media channels.

Reese Witherspoon continues her role as Elizabeth Arden's "storyteller-in-chief" in a new series of videos developed with digital agency Iced Media. The latest videos explore the parallels between the actress’s own career and that of Elizabeth Arden. Using dynamic animation and graphic overlays, the videos juxtapose Witherspoon’s contemporary first-person narrative with the beauty brand founder’s photo archive to illustrate the brand’s history. Have a look here. The video campaign runs across Facebook, YouTube and Instagram. Earlier this year, parent company Revlon bestowed Witherspoon with the "storyteller-in-chief" title to help shape EA's advertising and brand positioning and to signify that …

Burt’s Bees and its agency Mcgarrybowen are out with a new campaign supporting the launch of the client’s new line of cosmetics which is being branded Burt’s Bees Beauty. Omnicom's OMD serves as traditional media buyer and WPP's AKQA as the digital buyer. While Burt’s Bees has typically been sold within the specialty bath or natural sections of the stores in its distribution chain, the campaign promotes the expansion of Burt’s Bees Beauty into the cosmetics aisle in select mass retailers. The creative addresses a key insight: people want to achieve a look that enhances their natural beauty, yet they …

Akorn and its agency The BAM Connection are out with a new campaign for the client’s brand TheraTears, a line of eye-therapy products. The creative is designed to stand apart from traditional eye drop offerings by conveying its “dry-eye therapy" through a series of messages written on the eyelids of dry-eye sufferers. Have a look here. The multichannel, national campaign includes national prime-time and cable; print ads in People, Real Simple, Health, Martha Stewart and Shape magazines, as well as a digital plan that includes search engine optimization, Facebook ads, and programmatic targeting. BAM has worked across Akorn brands since …

As parents seek out simpler and healthier baby food, Gerber is revealing its largest brand overhaul in the company's 90+ year history. Everything from packaging to shopper marketing materials to the iconic Gerber baby logo has experienced a redesign. Creative AOR Terri & Sandy worked with Ogilvy & Mather on the effort, along with Hornall Anderson on packaging and logo design, MetaVision on media buying and Match MG/Catapult on retail redesign. The "Anything for Baby" creative draws attention to topics like the brand's organic portfolio and its "Clean Field Farming" practices. Have a look at the creative work here. …

International civic organization Global Dignity has debuted a new campaign called “Dignity In Action.”  The campaign is tied to Global Dignity Day (today, Oct. 18) and is built around a Facebook Messenger chatbot named Faya, an animated French bulldog that invites young people to submit photos and video of the actions they are doing to build a world with more tolerance.  “Of the many things that divide us, one true quality has the power to unite: dignity," said John Osborn, CEO OMD USA and Board Chairman of Global Dignity. "Let’s face it, the world needs more of it right …