Work of the Week: 25/10/24
Our penultimate Work of the Week for October 2024 takes us from South Africa to Montreal, London to Milan, and showcases some of the world's biggest brands – as well as a couple of local legends.
In Canada, creative agencies Cossette and GRDN helped launch the Montreal Roses, the city's new professional football team. Meanwhile, Åkestam Holst and Danish filmmaker, Torben Kjelstrup, took an operatic approach to those annoying life energy thieves for IKEA, which is shifting its attention to energy-efficient household solutions. Fashion house Burberry packed its new Autumnal films – directed by Smuggler's rubberband. – with a host of famous faces enjoying the brisk British weather – including Olivia Coleman, Barry Keoghan, Eberechi Eze, and Cara Delevingne. And supermarket Tesco has turned its own logo into a series of gamified OOH activations, courtesy of BBH London.
Also, if you're something of a concert old-head, constantly tutting disapprovingly at the gen z phone addicts mobbing the barricade at every gig, then Heineken has the solution for you – hijacking music festivals around the world to promote its 'Boring Mode' app.
All of this and more in our best work this week.
Montreal Roses - Manifesto
Ahead of the season start in April 2025, Montreal's Northern Super League women's football team called on Cossette and GRDN to develop a brand with a new model for innovation in Canadian soccer, sparking an inclusive and inspiring movement. The two agencies collaborated to develop an overall view of the brand and its mission, vision, values, strategic positioning, name, and visual identity, as well as establish a launch strategy. The result: Montreal Roses.
IKEA - Energy Thieves
Danish filmmaker Torben Kjelstrup and agency Åkestam Holst are helping IKEA venture into a new market – not just helping people's homes look stylish, but now helping people make their homes energy efficient too. This trio of films focuses on the things and situations that drain your personal energy – from fumbling to find the right key, to struggling to locate the end of a roll of Sellotape – announcing the brand's new focus in a hilarious way.
Burberry - It’s Always Burberry Weather
'It’s Always Burberry Weather' blends the fashion brand’s iconic heritage with a contemporary and surreal edge, featuring an array of famous faces to capture quintessentially British moments. Olivia Coleman, Barry Keoghan, Little Simz, Cara Delevingne and Eberechi Eze all star in this Autumnal series of films from SMUGGLER's rubberband. and creative agency, Frosty.
Getty - The Tale of Mr. Tight Ass
Spearheaded by Getty, PST ART is one of America's most anticipated art events. This year, the brand partnered with BBDO to engage a younger and more diverse audience than ever before - resulting in this Andreas Nilsson directed spot which highlights how art is good for both your mental and physical health.
BAO - BAO City
To coincide with the opening of the Taiwanese restaurant's seventh outpost in London, BAO teamed up with Kode UK and director Nicolee Tsin to curate a journey through the heart of 'Bao City'. With stylish visuals reminiscent of Wong Kar-Wai, the film immerses viewers in the bustling gastronomical world, highlighting the meticulous artistry that goes into crafting the perfect bao bun and celebrating the diversity of London’s food scene.
Heineken - The Hidden Message for The Boring Mode
Ideated by creative agency LePub, Heineken teamed up with Silver Live Out Festival in Mexico and Amsterdam Dance Event in the Netherlands to install innovative infrared technology that delivered a message to screen-obsessed audience members: "Keep the moment in your memory, not on your phone." The messages were visible only through a phone's camera, and helped the beer brand promote its Boring Mode app, which pixelates cameras, blocks apps, and keeps notifications at bay to return gig-goers attentions back to the stage (through their own eyes).
Tesco - ICONS
Tesco strips back to its five blue chevrons in this latest OOH campaign by BBH London. The letters of the supermarket's logo T, E, S, C and O have been replaced by vibrant produce whose name starts with the corresponding letter. The 'E' above is 'edam', if you need any help. It's eye-catching and almost gamifies the brand's own name – very fresh!
Chicken Licken - Super Slider Mix 4
South African brand Chicken Licken is known for its humorous approach to marketing - and their latest campaign from Joe Public follows that trend. Showing how 'it’s the little things that satisfy us most’, the series of captivating films taps into those tiny moments of personal triumph - be it making a Kobe-shot with a ball of paper into a bin, or getting a rudimentary quiz show questions correct. The campaign dramatises these glorious moments and celebrates the immense satisfaction we can get from something so simple.
