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Work of the Week: 07/04/23


This week's selection of top work demonstrates beautiful visual creativity and sparks important conversations, writes LBB's Ben Conway

Work of the Week: 07/04/23

The first week of April is coming to a close (my, how the time flies...) and while, at least here in London, we're still waiting for the sunshine and optimism of spring to fully arrive, there has already been a grand array of creative work. From the kaleidoscopic colours of South Africa Tourism's rainbow romance to Camden Town Brewery's fluorescent, flowing animation, this week's selection of work is a feast for the eyes and ears. As well as being appealing pieces of commercial content, some of the projects also include eye-opening discussions around important social issues, such as the future of food sustainability - thanks to Wunderman Thompson Belgium and Vow making a meatball out of mammoth DNA (no, really) - as well as autism awareness with Vanish and Havas UK, and female participation in sports with Crispin Porter + Bogusky London's noisy spot for ASICS.

Also featured in our choices this week is an unapologetically quirky Thai deodorant spot from YELL Advertising and more condiment-based creativity from Heinz, with a clever print and video campaign that highlights the 'Ketchup Frauds' who fill Heinz bottles with other brands' sauces. Because even if it's not Heinz, it has to be Heinz.

Check out the full list below.

Heinz - Ketchup Fraud

It's a universal experience - you're at a restaurant, you pour the ketchup out of a Heinz bottle, but it just doesn't taste quite right... Well now, Heinz has latched onto this insight and, with Canadian creative agency Rethink, has created the 'Ketchup Fraud' campaign. Showing how business owners have been 'defrauding' their customers for years by dressing up generic ketchup in Heinz packaging, the iconic brand has cleverly highlighted yet another example of why 'It Has to Be Heinz' - even when it's not.      

Gatsby - The Extraordinary Men

Deodorant and fragrance ads have long been characterised by their use of attractive models, sensual undertones and wildly nonsensical visual metaphors (wild animals prowling... an ageing actor/rockstar playing guitar... a mix of the two?) but Gatsby is here to stop that. Why be extraordinary, when ordinary gets the job done? This video campaign from Yell Advertising takes a light-hearted approach to the genre and leans on the premise that rejecting societal norms and remaining true to yourself is as cool as you can get.

Vow - Mammoth Meatball

Using new, innovative technology to demonstrate the potential of cultured meat in revolutionising the food industry, Wunderman Thompson Benelux, Australian cultured meat start-up Vow, Wefilm and a group of international experts have created the world’s first meatball made from mammoth DNA. The ground-breaking science experiment was revealed at the Nemo Science Museum in the Netherlands and used the DNA of the extinct woolly mammoth and fragments of African elephant DNA to produce genuine animal cell meat that has the potential to reduce the environmental impacts normally associated with traditional meat production.

Camden Town Brewery - Make the Fresh Tasting Choice 


"A pint of the usual please, mate." It's an all-too-common phrase in pubs up and down the UK. Why settle for the comfort of your 'usual' tipple when you could be exploring a fresh, new world of flavour? That's the question that Camden Town Brewery, Blink and Wieden+Kennedy London has posed to drinkers with this vibrant animation. Taking the protagonist on a whistle-stop tour through the depths of (Camden) Hell(s), a charismatic beer-person hybrid character shows them why they should make a 'refreshing choice' - instead of the safe-bet they always go with.

Vanish - Me, My Autism and I 

With support from Ambitious about Autism, this campaign from Havas UK and director Tom Hooper explores how a familiar item of clothing can be a visceral lifeline for people with Autism. Connecting with this insight, stain removal brand Vanish hopes to help autistic people who find that familiar and consistent clothing helps with their sensory regulation by making clothes last longer. Backed by £1 million worth of commercial advertising airtime across the whole Channel 4 network, the film aims to broaden public understanding of autism – particularly in girls, who are three times less likely to receive a diagnosis than boys.  

South Africa Tourism - The Proposal 

This beautiful film is truly tourism in Technicolor. This love story shows a couple basking in golden sunshine and dancing among greenery before reaching a proposal in the deep blues of an aquarium. With its kaleidoscope of colour, this visually stunning spot equally pleases the ears, thanks to Two AM's novel reimagining of Debussy's 'Clair de Lune', using African instrumentation. Even if this rainbow romance doesn't warm the cockles of your heart, it certainly will at least entice you to visit the stunning South African beaches and vistas on display.

ASICS - She Breathes

And to wrap up our selection of the best work this week, we go from a sensational South African soundtrack to some superb sound design. Utilising the rhythm of exhales, cries, groans and other noises that hardworking women make during the day, Crispin Porter + Bogusky London compares the shortness of breath in stressed moments with the controlled, rhythmic breaths of a workout to highlight how few women are actually able to achieve a potentially mood-altering 15 minutes of exercise per day. Created by an all-female line-up at CPB London's female-forward studio WMN and directed by Amy Becker Burnett, the campaign marks the launch of ASICS' new NAGINO collection and uses breath as a metaphorical and literal device to highlight the positive influence that movement has on the body and mind. 

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LBB Editorial, Fri, 07 Apr 2023 11:00:00 GMT