This week, in One Cool Thing

Peer behind the beer

What better way to market the perfect beer than to prove the process by offering a taste of all the great ales that were turned away along the way? That’s what Matilda Bay did with their Rejected Ales line — 27 probably pretty great beers to choose from, however none deemed worthy of the Matilda Bay Original Ale can.

We liked this campaign for a number of reasons; from inviting consumers to experience the journey behind their product, to the tangibility of a campaign that you, as the consumer, are essentially participating in. Not to mention the attention to detail in the storytelling and styling, right down to the nicknames for each batch — all adding character and richness to the brand.

Pasta passion

We’re loving the visual identity of Jamie Oliver’s new home-delivery pasta range. It eschews the obvious choice to lean into the Italian heritage of pasta, taking its own approach with a psychedelic-retro feel formed out of all the simple and delicious ingredients and actions that come together to make pasta magic.

The in-your-faceness of it all is ridiculously absorbing, mirroring both the fun and flavour of the dishes and the celebrity chef’s all-action style. Plus, pasta and cheese — there’s no way we weren’t liking this one.

The daily dilemma

Finally, we loved the thinking behind these super simple clips from H&M that tap into the relatable importance we all place in the seemingly simple act of choosing an outfit.

Each video speaks to a story behind an outfit or style choice and the power it delivers for that woman — who is really so many of us. It shows consumers that the brand understands the confidence these choices give them, and the role it plays in supporting this confidence. The beauty of the execution is the speed at which the scene is set and understood, before seamlessly transitioning to the pay-off.