The global associate creative director at Publicis Hamburg cherry-picks ideas that organically became part of the conversation recently
After a couple of years of remote brainstorms, attending important meetings in stay-at-home pants and creating work that could be produced in-house, things are concretely coming back to what they were before the pandemic. But during these times when we were basically harvesting ways to entertain ourselves without leaving the sofa, we learned a valuable lesson: how to become part of the conversation in the most natural way possible...
McDonald's - 'We Speak Late Night'
Agency: DDB Aotearoa
Every time someone says ‘print is dead’ a surprisingly well-conceptualised print campaign comes out. I have always been particularly fond of advertising that embraces human flaws, of the likes of ‘Sorry, I’ve Spent It with Myself.’ It’s always a fun way to generate humour and relatability. This one made me laugh because it touches the pathetic moment we’ve all been through in a very simple execution.
Workday - 'Rock Star'
Agency: Ogilvy New York
Production: O Positive
Director: Jim Jenkins
Post: Parliament x Rare Medium TV
Editorial: Mack Cut
Sound: The Elements Music
How come we ended up letting the least rockstar people in the world call each other ‘rockstars’? Where did we go wrong? Over this ironic human truth, Ogilvy produced a Super Bowl spot with a great dose of the silliest American humour.
Nivea - 'The Shadow Jumper'
Agency: Publicis One Touch Hamburg
Director: Vincent Gibaud
If we all felt guilty for keeping our kids locked when we had to #stayhome, imagine Charlotte’s parents - who must do that even when they are not in lockdown. The kid was diagnosed with a rare skin condition that doesn’t let her stay long under the sunlight. I’ve had the privilege of seeing the making of this closely. And from the very beginning, I always thought that the discovery and the created solution not only led to an interesting piece of content, but it’s also the right thing to do if a brand wants to establish itself as the main skin authority in the world.
Canal+ - 'The Secret of Wakany'
Agency: BETC Paris
Production: Partizan London
Director: Antoine Bardou-Jacquet
On-demand entertainment was never so impactful in our lives as today. And maybe that’s also why we always get frustrated with the closing chapters of all the GOTs, Lost’s and all. Just imagine how much pressure a scriptwriter has when he has to write an ending chapter to satisfy people’s gigantic expectations. A nice bold campaign by Canal+.
Nvidia - 'Nvidia Eye Contact'
Agency: In-house at Nvidia
We are still learning the craft of remote meetings. And of course, in this learning process, some innovative ideas come up to remind us that we are not fooling everybody. This idea is super functional to let us watch our youtube videos in peace while rockstar Ted from finance talks about the budget cuts of next year.