Why The Monthly Cut Is More Than Just a Reel

Last night, we unveiled the first ‘Monthly Cut’reel at Framestore’s London HQ. It was a great night and some amazing conversations were had. For me, it really brought home the value of this new initiative and how useful it can be for businesses in general.

The Monthly Cut is, very simply, a reel of the best work of the month as voted and scored by a world class bunch of creatives from all over the world. It's a blend of LBB’s Work of The Week and our annual Immortal Awards. You can read more on why we launched this initiative and the creative council here.

We knew this was going to be a super useful resource for the creative industry and would showcase work you may not see until awards season EVERY month. Having an epic creative council curate the reel was key, as was watching the reel in a room with a bunch of people together. It was truly magic to see people engaging with the work.

Yes, you can absolutely find all this work on LBB, but there’s something uniquely powerful about curating it into a reel, going through the judging process, and experiencing it together. Watching side by side, sharing reactions in real time, and hearing reflections from the audience afterwards really underscored why this is the business of creativity.

Here’s how we see The Monthly Cut making a real impact:

- It’s a reason to celebrate work more often
- It’s a great reminder of why we work in the brilliant business of advertising
- It gives us a reason to get together with people and talk about the work
- It provides you with a ready-to-roll reel so you can show your staff the best work in the world that month, educating and entertaining them
- Paired with pizza and beer (as we did at Framestore), it’s a perfect excuse to bring people into the office and spark real, in-person conversations about what’s happening in the industry (sounds obvious but nothing beats being together)
- It also allows you to preview your own BEST work, before award season rolls around
- It can help you find the partners you need to be working with through our crediting system
- You too can run a 'Monthly Cut' night, in any city in the world to bring people together, working with us (see more on this below)

Anyway, some effort goes into doing these things, and sometimes the things you try fall at the first hurdle, but I must say I’m really buzzed about what we've created here, and we hope you can use this reel internally to inspire your folk and socialise with them. It’s truly a joy to see great work coming from all over the world in many media.

If you're a company owner, creative director, brand, production company, or anyone else working in the creative industries -- and you love the idea of bringing your local community together to celebrate the very best in global commercial creativity -- why not host your own Monthly Cut screening? We can deliver the assets you need at no extra cost. It’s a Standard and Premium membership perk that we hope will spark some magic conversations. Find out how to view April's reel here.​

If you are interested, please contact themonthlycut@lbbonline.com.