Work of the Week 10/10/24

Billie Piper performs real-life testimonies from survivors in a powerful new film, ‘World a Refuge’. Developed by AMV BBDO, the campaign features a two-minute spot directed by Rogue Films’ Georgi Banks-Davies. Having previously collaborated together on comedy-drama ‘I Hate Suzie’, Georgi elicits another arresting performance from Billie, highlighting the subtle and evolving nature of abuse. Emphasising that one in four women in England and Wales will experience domestic abuse in their lifetime, the campaign seeks to broaden public understanding of abuse, encouraging survivors to seek support from Refuge, which continues to evolve alongside the changing dynamics of domestic abuse. Through this campaign, unspoken stories break the silence and raise awareness of this very nuanced societal issue. 

Argentine DJ and producer, Bizarap’s unique style of music production, particularly in the genres of trap and urban music has seen him garner greatness in Latin America and beyond. He is known best for his viral ’BZRP Music Sessions’ and innovative use of social media to engage fans and promote his music… Which is exactly why this brand collaboration is an incredibly smart move by AXE and communications agency LOLA MullenLowe.

This latest spot launches AXE Pure Coconut – part of the AXE Fine Fragrance Collection – and serves as a follow-up to the previous AXE Black Remixed film. Shot by Juan Cabral, this new film demonstrates how the fragrance has the power to kickstart an explosive party, helped along by Bizarrap’s remix of ‘90s hit ‘What Is Love’.

Recent research conducted by WWF found that half of the public would like to spend more time in nature, including almost 60% of people living in urban city centres. This inspired ’A Prescription for Nature’, created by Uncommon Creative Studio in collaboration and featuring Dr. Sara Kayat from ITV’s ‘This Morning’. Aiming to promote mental wellbeing by encouraging the public to spend just 20 minutes a day in nature, this OOH campaign highlights the significant mental health benefits of the outdoors through striking visuals of British landscapes paired with the familiar imagery of prescription medicine. Positioning nature as a vital remedy for stress and anxiety, the innovative campaign effectively uses relatable and comforting themes to engage the audience emotionally. 

In a first-of-its-kind move, Norwich City FC and Samaritans charity launched a groundbreaking campaign for World Mental Health Day, introducing football's first-ever ‘Minute Unsilenced’. This initiative aims to raise awareness about the alarming rise in suicide rates in the UK, where one person dies by suicide every 90 minutes.

The campaign features a 90-second film titled ’Break the Silence’, which emphasises the importance of starting conversations about mental health and the need to normalise discussions around mental health to prevent suicide. Norwich City aims to continue its mission to encourage fans to seek help and remind them that they are not alone in their struggles.

Partnering with SMUGGLER director Aoife McArdle - known for her work on the critically-acclaimed Apple TV series ‘Severance’ - the headlining spot showcases the groundbreaking capabilities of the iPhone 16 Pro. Through a unique sci-fi lens, the campaign demonstrates the new iPhone’s ability to record in 4K120 FPS ProRes, and adjust playback speed after capture for stunning cinematic effects. 

Paying homage to classic cinematic tropes, the film also features real stunts and effects, set to Danielle Ponder’s soulful track ‘Roll the Credits’. Launching across broadcast, online platforms, and social media, this campaign builds on Apple’s recent collaboration with The Weeknd and aims to inspire both amateur and professional filmmakers to explore the possibilities of mobile filmmaking. 

The Climate and Clean Air Coalition (CCAC) has launched a colourfully chaotic campaign produced by Jelly and directed by the creative duo KITCHEN. In a bid to raise awareness about super-pollutants that contribute significantly to global warming and impact public health, the innovative animated film provides a fresh and entertaining approach to a complex environmental issue often overlooked in climate discussions. Debuting during Climate Week NYC, the initiative centres around a 90-second animated film and a series of out of home posters. Capturing attention through a blend of humour and grotesqueness, the campaign personifies super-pollutants as cute yet destructive creatures, seeking to make the topic more relatable and memorable for audiences. 

Seeking to position movement and action as the antidote to self-doubt, fitness brand Les Mills New Zealand transformative new campaign, ‘Be Imperfect’, is created in collaboration with agency Motion Sickness and challenges conventional fitness narratives by embracing the flaws and struggles inherent in any fitness journey. The campaign aims to silence the inner critic that often holds people back. Narrated by musician Tom Scott, the hero film encourages viewers to accept their imperfections, highlighting that every misstep is part of the path to success. As a way of emphasising authenticity, the campaign features real Les Mills members sharing their personal stories of triumph and challenge, rather than using actors.