Most Read of 2023: Behind the Work

 

            

‘#OPTINK’ aims to increase organ donation rates in Germany, where people have to ‘opt in’ to donate. Talk about media innovation – this campaign uses human skin as its platform with a tattoo design that symbolises consent to be a donor, as one in four Germans have a tattoo. The tattoo was launched by Junge Helde and McCann, at an event marking the rejection of an ‘opt-out’ bill by the German parliament. For this feature, LBB’s Nisna Mahtani interviewed McCann Paris associate creative director Farah El Feghali, who explains the idea behind the tattoo.

How did a pair of jeans become a global icon? How did they inspire stories of adventure, rebellion, love and legacy? How did they change the lives of people from Jamaica to Japan, from India to America? To celebrate the 150th anniversary of Levi’s 501 jeans, Levi’s and Droga5 created ‘The Greatest Story Ever Worn’, a campaign that reveals the unbelievable tales of real 501 wearers from the past and present. Watch the stunning short films by Melina Matsoukas and Martin De Thurah and read the interview LBB’s Addison Capper did with the directors and creative minds behind the campaign.

 

            

‘Knock Knock’ is a remarkable idea that enables victims of domestic violence to report abuse to the police with just two taps on their smartphone. It shares the victim’s location and allows them to stream evidence to the police live, and it’s proven to be transformative in a country where only 1.7% of domestic violence is reported. Seongphil Hwang, Seungree Kang and Jiwon Lee at Cheil Korea tell LBB’s Laura Swinton how they helped transform the way the Korean National Police Agency responds to domestic violence with the Glass Lion-winning idea that combines tech and UX.

 

            

How do you invite someone to grab a McDonald’s without saying a word? Just raise your eyebrows - or rather, your arches. That’s the simple but brilliant idea behind the latest campaign from Leo Burnett London, which has become an international meme. But how did this concept translate to the Middle East, a region with its own culture and diversity? Find out how Studio M, part of Publicis Groupe Middle East, recreated the ad with local insight and details, and what the reaction was from the audience.

State of Origin is more than just a rugby league game. It’s a cultural phenomenon that unites and divides Australians every year. For Queenslanders, it’s a source of pride and passion that transcends the sport. That’s why Thinkerbell and XXXX, Queensland’s iconic beer brand, teamed up to create a campaign that celebrated the people and places that make up the Queensland community. From the farmers to the firefighters, from the coast to the outback, they showcased the stories and faces of the real Queenslanders who bleed maroon. Tom Wenborn, executive creative tinker at Thinkerbell, sat down with LBB’s Tom Loudon to discuss the inspiration and execution of the campaign, which involved replacing the XXXX logo on the players’ jerseys with their chosen postcode, to honour their origins and the people who supported them.

 

            

LBB’s Adam Bennett takes you inside the visual effects wizardry that helped ‘Warrior Nun’, the Netflix fantasy drama, become a fan favourite. He talks to Winston Helgason and David Casey from The Embassy, the Vancouver-based VFX studio that transformed the comic book series into a TV sensation. They share how they designed and executed the stunning effects, from teleporting nuns to demonic creatures, and how they collaborated with the showrunner Simon Barry to bring his vision to life. Along the way, they reveal the challenges and opportunities of working on a show that involves a lot of fantasy and magic, something that The Embassy is not traditionally known for.

          

When a troll named Grawp moved into a suburban neighbourhood, he faced hostility and discrimination from his human neighbours. But with the help of IKEA, he was able to transform his dilapidated shack into a cosy and inviting home. In this feature, LBB’s Josh Neufeldt explores how IKEA’s creative partners at Rethink used their design skills and empathy to create a customised solution for Grawp’s unique needs and challenges. Read the full interview to find out how IKEA made a difference in Grawp’s life and how they are changing the way we think about inclusivity and diversity in the home.

 

           

Joining the military is not just about fighting wars. It is also about pursuing your passions and developing your skills in a variety of fields. That is the message that Feast, a Toronto-based creative agency, delivered in their campaign for the Canadian Armed Forces. LBB’s Josh Neufeldt reveals how Feast used civilian scenarios to highlight the diverse and rewarding career paths that the military offers, from engineering to health care, from cyber security to aviation. If you are curious about how Feast made the military relevant and appealing to young Canadians, read the full feature.

            

What if you could chat with Jennifer Lopez and get her personal tips on how to enjoy your cruise vacation? That’s the idea behind JLoBot, an AI-powered chatbot that mimics the voice and personality of the pop superstar. JLoBot was created by VMLY&R for Virgin Voyages, a new cruise line that aims to disrupt the industry with a fresh and fun approach. LBB’s Ben Conway talks to the creative team behind JLoBot and finds out how they used natural language processing, machine learning, and audio engineering to bring JLo to life.