High Five: Recent Faves from Girl&Bear's Claire Young
I loved doing this one. There’s so much inspiring work out there right now that it was really hard to pin it down to just five...but hey, the rules are the rules! I eventually ended up on a nice variety - some brilliant music, some gentle humour, a piece of work for a good cause, an interesting use of new tech, and a global phenomenon. I hope you agree!
Uber Eats - 'Do Less: Nails'
Agency: Mother
Production & Post: Biscuit Filmworks
Director: Andreas Nilsson
What’s not to love about this campaign? 'Nails' is my favourite from the three campaign executions. Anyone who can get a Dr. Hook track on an ad gets my vote. I say no more. This is fabulous.
Burger King - 'We Give Up'
Agency: BBH London
Production: Riff Raff Films
Director: The Sacred Egg
Post: The Mill
Editorial: Final Cut London
Sound: String and Tins x Major Tom
Yet again, Burger King (and BBH) manage to deliver a fab campaign that is both funny and clever, and of course also manages the expected cheeky dig at McDonald’s. It’s also shot brilliantly by both Scared Egg and Lou Escobar. Every asset delights me.
Just a Drop - 'Walk to the Well'
Agency: VCCP x Girl&Bear
Production & Post: Girl&Bear
Director: Ed Roe
This is one of ours, and one that we are very proud of. A social media campaign for Just A Drop that saw us creating the longest Twitter thread ever to emulate the length that people in countries like Kenya, Uganda, Zambia, India, Nicaragua and Cambodia have to walk every single day, just to get access to water. It was a privilege to work with Just a Drop on such an important cause, drawing attention to such an important crisis. For me, it really demonstrates the Girl&Bear approach. Our brilliant makers worked passionately to make this idea come to life on a modest budget, and resulted in our filmmaker, Ed Roe, travelling to Kenya alone to capture the beautiful landscape via drone footage.
WWF - 'Future of Nature'
Agency: Uncommon Creative Studio
This one sparked my interest. At Girl&Bear, and with VCCP’s new creative AI agency, faith, we believe that AI used responsibly will be an unparalleled accelerator of human creativity and imagination, and this WWF exhibition is a great demonstration of this. WWF and Uncommon have created a powerful exhibition using AI to imagine the future of UK nature in two ways, a bleak version if no action is taken, and an optimistic version if positive action is taken now. Given that this was created using AI, a hot topic for all of us right now, I was particularly keen to learn the ‘behind the scenes’ story of how this came to life, and the lessons learned by the client and agency as they navigated the new world of AI.
Mattel x Warner Bros - 'Barbie'
Am I allowed this!? I feel like I had to talk about Barbie, and the genius marketing team behind this blitz of a campaign that has literally rendered everything we do and see during the summer of 2023 to be through a Barbie pink lens. They have thought of every single touch point, and I am sure this will become a whitepaper that is looked back on for years. Their budget must be pretty huge, but it will no doubt pay off in the box office. Is there anyone who - thanks to the brilliant hype that has been built - will not watch this movie when it comes out? Just brilliant.
