Creativity in the midst of the crisis: The campaigns that this pandemic leaves us

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Do we have time to think about creativity? 

With an overwhelmed mind thinking about the safety of our families and making strategic decisions in our companies, the generation of ideas seems not to be a priority. These are moments of uncertainty for many businesses, but while there are brands that care, there are others that care. 

The coronavirus is unprecedented in its global impact on both the general population and the business community and choosing the right communication message seems to be no easy task for brands. If facing a health crisis is already a problem, facing a communication crisis for sending the wrong message is a luxury that brands cannot afford.

Many brands have prudently preferred to remain silent and there are others that have boldly ventured to surf in a sea of ​​messages, we will analyze some of these campaigns that the crisis is leaving us.


KFC: It’s Finger Lickin ‘Good! 


This campaign features people without any dialogue, just eating delicious chicken. What could go wrong? 


Amazon: Delivering Rainbows

This is one of the cutest campaigns you will see during this quarantine. A very nice way to thank the people who have had to go out to work during this quarantine.


Dove: Courage is Beautiful



The campaign honors the work of doctors, nurses and assistants in the fight against COVID-19. Both Dove and Unilever have made donations of food, soap and personal hygiene items. 


Facebook: We’re Never Lost If We Can Find Each Other

To demonstrate how light can filter through the cracks, Facebook released this poignant video, in celebration of how people stay connected during the coronavirus outbreak.

Against the background of personal images obtained from real people during this time, the voice of British poet Kate Tempest recites her poem ‘People’s Faces’.



Volkswagen: #Thank You For Resisting

An ad that perfectly mixes a message of empathy with a business strategy. “Soon the time will come … to travel again, to live to the fullest. We know that now you are resisting at home, putting up with your desire to go out like never before. So when all this happens you deserve a weekend with one of the models in the California range. The reward for all your effort. “




Necessity sharpens ingenuity. In the case of the SEAT engineer, Philipp Klein Herrero, his need was a trip to the snow that he had planned with his family when the spread of the coronavirus and the consequent confinement forced him to cancel it. Without giving up his chance to enjoy skiing, Klein set up a track in his living room, a stop-motion video was recorded and edited in 6 hours to upload to social networks. With the result that the piece has gone viral.


Ohio Department of Health : Flatten The Curve


Very few campaigns will be able to explain to you in such a concrete way and in such a short time how social distancing works to stop the spread of the virus. Pretty cool to find campaigns that use analogies to exemplify a concept. 


The right time and message.


Perfect timing seems to be everything, make sure you send a message of hope and don’t just think about acquiring more leads or closing sales. The brand is a story that lives in the collective mind of people and can work like a virus to spread hope in times of crisis. Make sure to land an empathetic and reality-sensitive message.


“I think there is something important and it is to see if we can deal with this together as humanity. If we can do this, it could leave a legacy of solidarity, trust and cooperation that would help us deal with many other crises in the future. ”- Yuval Noah Herari


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