Brand voices

Famed for its patterned silk scarves, French luxury label Hermès recently launched the #HermesSilkChallenge on Instagram, inviting people at home to compose their own scarf designs using everyday objects. The results include several eye-catching proposals by company employees as well as some stunning amateur submissions. Building on people’s creative instincts, Hermès subtly keeps its iconic accessory in consumer minds.

Dior’s ‘8 Differences’ game, trailed on Twitter, is themed on the lucky number of the fashion house’s founder. Contestants are invited to spot eight differences between two sets of four striking visuals featuring models dressed in the couturier’s 2020 spring and autumn collections. Participation obviously involves close scrutiny of Dior’s renowned tailoring and design skills, a process that will certainly not harm the company’s brand awareness.

Focusing on celebrities that resonate with its target audience, Hugo Boss is asking sports stars, musicians, models and influencers how they’re spending their time while confined to home by the pandemic. #Bosstogether on Instagram uses a simple mechanic to reveal how even A-Listers face the same challenges as the rest of us when forced to self-isolate.

Heineken takes a topically light-hearted look at the difficulties of video-calling that many of us currently face. From the phone screen that won’t stand up to the intermittent audio or unreliable WiFi punctuating everyone’s online get-togethers, the Dutch beer catalogues the mishaps in a new spot that fits nicely with the brand’s personality.

Owner of some of the world’s best-known spirits, Diageo has a corporate-communication platform to promote sensible drinking in a non-brand-specific way. Its Virtual Good Host Guide on Instagram carries tips for anyone organising an online celebration. As well as advice on the importance of theming and limiting guest numbers, the Guide includes pointers on responsible alcohol consumption.