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Work of the Week

Work of the Week: 04/08/23

04/08/2023

LBB Editorial

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London, UK

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04/08/2023

There's plenty of football (soccer for our North American readers) in amongst the action in creative projects for brands including WhatsApp, Hyundai, Apple, and Volkswagen

This week's pick of the best creative projects is full of adrenaline. Mountains are scaled, balls are caught, goals are scored right in the top bins. It's all happening. And with work from the US, France, Brazil, Japan, the UK and Germany for a host of international brands, there's heaps of variety.

Check it all out below.

HOKA - Fly Human Fly

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Outdoorsy brands like HOKA have a bad habit of taking themselves too seriously, but there's such a strong sense of enjoyment of life in the wild in this campaign, it manages to seem both cool and approachable. Much of that, of course, is down to the deft directorial touch of Autumn de Wilde, who captures these three adventurers as they shimmy their way through stunning vistas.

Apple - Rugby Shot on iPhone

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'Shot on iPhone' looks like a campaign that may run forever at this point. And why shouldn't it? As long as Apple continues to make cameras that are up to the task, the legs of this idea could run for decades to come. As we see in this French iteration of the idea full of impressive photography of rugby players, the possibilities are almost endless.

WhatsApp - We Are Ayenda

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WhatsApp has quietly been building up an impressive body of branded documentaries telling fascinating human stories of late. And this latest film about the Afghan Youth Women's National Football Team and their escape from Afghanistan after the Taliban took power in 2021 is undeniably gripping. As the world watches the Women's World Cup unfold in Australia and New Zealand, this 30-minute film available now on Prime Video offering a chance to understand the bravery of these young women and their determination to continue playing the sport they love.

Treasure Cave - You Might Love It Here

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We're inclined to love anything that Andreas Nilsson directs. And this odd choral welcome to a land of funky blue cheese is exactly why we're never disappointed. The Swedish filmmaker knows how to bring agencies' weirdest ideas to life. And he's totally done that job on the cheese cave envisioned by Charmichael Lynch as the home of Treasure Cave.

Volkswagen - Generations

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Elis Regina is one of the greatest Brazilian singers of all time. I'd never heard of her. But that's one of the brilliant things about looking at advertising around the world - you get to discover parts of other cultures. Anyway, we've seen celebrities brought back to life via VFX necromancy before, but this is a particularly powerful example, reuniting Elis daughter Maria Rita, a modern-day icon with eight Grammys to her name, with her mother for a duet 40 years after her death. And they're both driving Volkswagens from their respective eras as they do it. It's neat, emotional and an impressive demonstration of the brand's constancy throughout history.

SKYN - No SKYN, No Love

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Condom brand SKYN's Japanese Summer campaign, 'No SKYN, No Love', is a pocket-sized action movie, demonstrating the lengths to which young couples will go to get close to one another. Created by independent creative agency UltraSuperNew Tokyo, the film follows the story of a young couple on the verge of getting down to business. But caught without condoms, the man takes action, fighting through hostile streets to reach a store for the SKYN condoms. But there's a shocking twist. It's fun storytelling and an unconventional way to sell condoms that deserves applause.

Sky Sports - The Greatest Show on Earth

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Erling Haaland, Jack Grealish, Ella Toone, Lauren James, Lewis Hamilton, Ben Stokes, Emma Raducanu, Jon Rahm and more star in this extravaganza for British broadcaster Sky Sports. And director Daniel Kleinman of Rattling Stick makes sure those celebrity talents are put to good use in a circus of athletic wonders with Idris Elba cast as the ringmaster. Spectacular circus acts delight the senses, hinting at the sporting drama you'll be able to watch on Sky Sports this year.

Hyundai x FIFA- How Far We've Come

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Women's World Cup advertising is continuing to ramp up as the tournament progresses, with this from official sponsor Hyundai charting the history and achievements of women’s football. Created by Jung von Matt and produced by Bonaparte, the director of the film was Nicole Ackermann, who combined her experience in period pieces and football ads to cinematically trace the progress of women’s football from 1895 to 2023, showing how women have defied expectations and challenges to play the game they love. It's done exceptionally well, leaving us excited for what the rest of the tournament - and the future of women's football in general - has in store.

BBC - The Square Eyed Boy

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This animated delight by Blinkink's Sam Gainsborough continues a rich tradition of films promoting the BBC that take root in your emotional memory and stay there. Flipping the threat by parents that "you'll get square eyes" if you spend too much time looking at a screen, the film highlightis ways that screens, when supported by age-appropriate and thoughtfully curated content, can actually benefit children in many ways such as learning, discovering, expressing ideas, connecting with others, and developing essential communication skills.

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