McCann London’s managing director takes a look at recent creative work that has caught his eye
From purpose led to innovation, traditional TV to activation - below is a selection of recent work that is standout special, and actually made me look / watch twice...
Liquid Death - 'Recycled Plastic Surgery Centre with Whitney Cummings'
Agency: Party Land
Every new piece of Liquid Death work seems to trump the last one with how bonkers it is. The fact it’s still run by its founder probably has something to do with it retaining said quirks and character. Brave, bold and quite literally refreshing to see purpose led work feel less worthy. Aluminium all the way!
Vow - 'The Mammoth Meatball'
Agency: Wunderman Thompson Belgium x Wunderman Thompson Sydney
Director: Juliette Stevens
Sound: Amp.Amsterdam // The Sonic Branding Company
Ever wanted to meet a woolly mammoth? Let me rephrase that, ever wanted to ‘eat’ woolly mammoth? A team of molecular engineers backed by VowFood have created just that highlighting the future potential of cultured meat to revolutionise the food industry. This work pushes ethics, but in service of a more sustainable food cycle. Had to make the list.
SHEBA - 'You'll Do Anything for a Kitten'
Agency: AMV BBDO
Production: Biscuit Filmworks
Director: Angelo Cerisara
A super simple and relatable insight executed with a dry sense of humour. Love the tone of it all. Meow.
Paddy Power - 'Longest Village Sign Pokes Fun at Chelsea FC after 16th Loss'
Classic Paddy Power back with a punchy prod at Chelsea FC by hijacking the welcome sign for Welsh village, Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch, “Twinned with Chelsea FC, the only place with more Ls”. Proof once again that Paddy Power aren’t afraid to offend a slice of their audience to fuel conversation (in industry), but more importantly amongst football fans in real life (in pubs).
Plant Drop - 'Smart Plants'
Agency: McCann London x McCann Health
Yes, I know, this is a McCann London entry. Moving on...plants. They’ve been around for 500 million years, what’s the new news? Well quite a lot, actually. 'Smart Plants' re-frames the humble house plant - from something that looks good on your shelf, to an air-purifier for the home. Inspired by the ‘energy rating system’ for appliances they’ve created the ‘pollutant absorption system’ for plants - categorising them based on their power to remove toxins from the home. And is backed by NASA and Oxford University data, so who am I to argue!?