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High Five: Recent Faves from The&Partnership's Sam Willard


The agency's creative director picks out some of the work that have recently resonated with him in a variety of ways

High Five: Recent Faves from The&Partnership's Sam Willard

For my High Five, I’ve picked recent work that’s stood out to me for pushing boundaries. From an overly-long TikTok to a startling film about the horrific practise of conversion therapy, here’s five highlights from social, film and print that each break the mould in their own unique way...

Hilton Hotels - 'Stay a While'

Agency: TBWA\Chiat\Day NY

A 10-minute TikTok? Can’t have been an easy sell to Hilton in a world where short-form is king and we’re told we’ve got about 1.3 seconds to grab people’s attention. But this TikTok ad, fronted by Paris herself, definitely keeps you watching until the end. Meta to the max, they’ve crammed this full of TikTok creators and sends up of all the usual tropes and trends. Lovely stuff!

Nike - 'Invisible 3'

Agency: Media.Work
Post: Echolab

There’s something incredibly satisfying about this product ad from Nike. It’s not packed full of VO or titles, just beautifully crafted animation and sound design, as the sole inflates and morphs into various supportive materials. I’ve worked on Nike in the past and can definitely appreciate the challenge of heroing a shoe for an ad like this.

IKEA - 'Couch Counselling'

Agency: Impact BBDO

Years ago, my wife and I made a pact to never ever put flat pack together (it doesn’t end well) and I find a trip to IKEA stressful at the best of times. So when these popped up on my LinkedIn feed last week, it made me chuckle. Brilliantly insightful writing on these posters, offering in-store couples counselling for those who often end up going to war over a wardrobe, or get up in arms over an armchair.

A Collective of 23 Charities x Stonewall - 'It’s Not Therapy, It’s Abuse.'

Agency: The&Partnership
Production: Academy Films
Director: Zhang + Knight
Post: Glassworks
Editorial: tenthree
Sound: Factory x Erased Tapes x SIREN

An incredibly powerful and important film from one of our creative teams here at The&Partnership, Dan and Mika. It’s based on first-hand survivor testimony and depicts the horror of a young trans person being subjected to abuse, coercion and psychological harm. Sickeningly, this so-called 'conversion therapy' is still 100% legal here in the UK, so this film is calling on the government for a full ban on this kind of abuse.

Specsavers - 'Kiss Clash'

Agency: In-house at The Agency

Loved this contact lens campaign from Specsavers. It’s a brave stance to take, essentially having a poke at glasses, given that that’s what they’re all about. Really simple films, showing couples kissing and glasses clashing. The type treatment on the OOH is really nicely crafted too, squeezing in between the amorous couples about to lock lips.

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The&Partnership, Wed, 01 Mar 2023 12:30:03 GMT