Post-pandemic ad campaigns are trying to thread the needle - find ways of gently alluding to the past 15 months of lockdowns, grief and social unrest, while pointing towards brighter days. Clif's "Move the World" messaging wraps such a light note of return-to-normal in purposeful branding as well as a an overall theme of adventure. As Senior Director, Clif Brand Portfolio, Liza Darnell explains, it is designed for open interpretation around evolving notions of adventure, movement and social impact. In many ways, "Move the World" recalls the fleeting age of the big idea but executed across a wide range of video, display and marketing partnerships. The big idea meets the fragmented customer journey. by Steve Smith  Read the whole story >