Work of the Week: 11/04/25
The top work from this week is a global mix of well-crafted films, clever OOH and even a sprinkle of experiential. From Prague to New York to Auckland, the campaigns from Droga5, Uncommon, Wieden + Kennedy, BBH and more showcase quality creative in all its forms, and for some big names too!
David Fincher directs for Xbox. Coca-Cola celebrates its place in literary history. Malibu employs the help of a rollerskating Brian Cox. KitKat breaks out with two sweet projects in Europe and the States. All this and more below:
Xbox - Wake Up
Chosen by Ben Conway, Americas reporter
Xbox and Droga5 provide an escape from the modern 'rat race' in this film co-directed by David Fincher and Romain Chassaing, via RESET. The agency's first major campaign for the brand since being named Xbox’s global creative partner last spring follows a rat (or is he a man?) through a day's commute and work in a city inhabited by anthropomorphic rodents.
In a world of doomscrolling and never-ending content, a modern routine can be soul-crushing. So, Droga5 set out to show how Xbox and gaming can help awaken the human spark within us all.
Malibu - Clock Off
Chosen by Alex Reeves, managing editor, EMEA
Brian Cox loves an ad. Advertising loves a Brian Cox performance. But somehow, every time he manages to deliver something that delights. I put that down to the expertise of the agencies who, like Wieden+Kennedy London this time, know exactly why he’s the man for the job.
In the case of this sunny little number for Malibu, it’s because there is no paymaster in the cultural milieu more prominent than ‘Succession’s Logan Roy. And that’s exactly the opposite of what Brian embodies in his pink suit and roller skates, blissfully clocking off at the end of the working day to glide along the beachfront with Len’s ‘Steal My Sunshine’ pumping. Expert insight, idea, music and craft all round. Makes me thirsty for a tipple I haven’t even had since my teenage car park drinking days.
Britbox - See It Differently
Chosen by Tará McKerr, Europe reporter
When this came across our news desk, our editorial team were debating the best work of the week for the purpose of this list. It was audible how impressed we were. Described as “a love letter to the artistry of storytelling”, it feels more like a piece of live performance art than advertising. From the streaming service Britbox, the film is brought to life by Uncommon creative studio and Blinkink.
The epic single-take sequence directed by Nicos Livesey, totals 14 hours, 45 minutes and 31 seconds, and the result is breathtaking. In defiance of the “new norm of reverting to AI to produce content,” the team set out to return to the traditions of cinematic craft. The actor journeys through 11 different sets and four genres, showcasing the breadth of the British silver screen as the streamer expands presence into the US market.
The 50-person crew included 10 make-up artists and wardrobe stylists who worked on the actor while she remained still for the entire duration of the shoot – unfathomable dedication right there.
I’m trying to put my finger on why this works so well – maybe because craft is being slowly starved of oxygen right now?
Coca-Cola - Classic
Chosen by Zhenya Tsenzharyk, UK editor
This week I experienced synchronicity. In psychology, it refers to events or coincidences that we deem meaningful but that lack a discernible, causal connection.
Let’s rewind. Earlier this week I was re-reading Frank O’Hara’s ‘Having a Coke with You’. It’s a love poem exalting the mundane moments shared with someone and locating beauty and urgency in the ordinariness of existence rendered unmatchable by exotic locales – and most art – when viewed through the lens of love. The title is the opening line, and it reads:
Having a Coke with You
is even more fun than going to San Sebastian, Irún, Hendaye, Biarritz, Bayonne
or being sick to my stomach on the Travesera de Gracia in Barcelona
partly because in your orange shirt you look like a better happier
St. Sebastian
A day later, ‘Classic’, from VML New York and WPP Open X for Coca-Cola arrived in my inbox. The idea behind it is nothing new – literally. Instead, the gaze is turned on literary history to find and celebrate the brand’s enduring presence across classic texts like ‘The Shining’ by Stephen King, ‘Extreme Metaphors’ by J. G. Ballard and ‘A House for Mr. Biswas’ by V. S. Naipaul. The integrated campaign then replaced typed mentions of ‘Coke’ or ‘Coca-Cola’ on the page with the brand’s instantly recognisable red logo, using the original typeface for OOH in homage to the aesthetic of the first editions.
Around since 1886 and bottled in the iconically curvaceous vessel since 1915, Coca-Cola has long transcended its status as a drink to become a symbol with meaning that’s shifted and evolved over time. It’s no wonder that writers have turned to it throughout history, evoking it as a stand-in for something bigger than the sum of its parts or, in passing, to represent the everyday.
Coca-Cola isn’t going anywhere and to look back at the classic, literary spaces it has appeared – and continues to live – in, reiterates that with elegance.
Chupa Chups - Happy Chemicals
Chosen by Alex Reeves, managing editor, EMEA
Lollipops make you happy. They also look a bit like those balls and sticks that you use in science lessons at school to build 3D models of molecules. Neither of these insights are likely to get much more than an eyebrow raise in a creative review. But there’s some alchemy at work here that combines those insights, throws in some extra thinking about the real chemistry of happiness, injects a healthy dose of design sensibilities and comes out with gold. I haven’t encountered it in the wild, but if I saw it on the Underground I reckon I’d stop and get a little dose of dopamine.
The Honest Kitchen - Feed Them The Best, Whether They Deserve It Or Not
Chosen by Abi Lightfoot, Americas reporter
Four spots, featuring four very GOOD dogs. It’s no wonder this campaign from The Honest Kitchen is my pick this week. Created by advertising agency Good Conduct, the work highlights the less-glamorous aspects of dog ownership, from incredible amounts of drool to muddy pawprints… everywhere. Connecting with pet owners on a humorous yet incredibly relatable level, the work proves that even if our pets put a paw wrong, no one can resist the power of puppy dog eyes.
Kit Kat - The Break Brothers & KitKat - Phone Break
Chosen by Ben Conway, Americas reporter
Now, I know this is confusing. American KIT KATs (two words, all caps) are made by Hershey, whereas Nestlé’s international KitKats are styled as one word and produced in-house. And both brands… well, technically the same brand, have released new ads this week.
Despite these subtle manufacturing and marketing differences, one thing they do share is the tagline and brand recognition around ‘having a break’. This is a great creative springboard for a variety of campaigns – including these two.
In the US, creative agency Orchard has launched the chocolate bar’s first-ever standalone character-driven campaign. Enter, the Break Brothers – suit-clad bodyguards who’ll protect your break time. Meanwhile, in Prague, VML Czechia has swapped smartphones for KitKats in a clever OOH campaign. Both equally scrummy for different reasons, but united by the brand’s same enduring insight.
Harian Kompas - MANTRA of Hope
Chosen by Sunna Coleman, reporter, Asia
Imagine if your phone could act in your defense when under attack. 'MANTRA for Hope' by Dentsu Indonesia and national newspaper, Harian Kompas, is a revolutionary app that does just this.
An answer to harrowing figures identifying that nine out of 10 sexual assault cases in Indonesia remain unresolved due to insufficient evidence proving non-consent, the app uses AI technology to help survivors automatically collect legally admissible evidence to prove non-consent in court.
Through one carefully chosen predefined mantra, the victim is able to activate the app in the middle of an attack using voice activation. The app then discreetly and securely captures audio in the phone’s backend system, along with unedited metadata (date, time, and location) to strengthen the credibility of a victim’s testimonies in court.
With thousands of downloads and over 31 billion Indonesian Rupiah in earned media value so far, it's no surprise this initiative has won many awards and accolades.
Samsung x Safe Surfer – The Worst Children’s Library
Chosen by Zara Naseer, EMEA members reporter
‘100 Ways To Self-Harm’. ‘Cruel Ways To Kill Animals’. ‘A Video of Someone Being Run Over’. ‘Incel Ideology for Teens’.
Welcome to ‘The Worst Children’s Library’.
Presented by DDB Group Aotearoa for Samsung x Safe Surfer’s Kid-Safe Smartphone, the rated-18 exhibition confronted parents by replacing Auckland Intermediate School’s usual library books with the harmful content their kids are stumbling upon online.
It’s not an exaggeration: every book was something a child has seen or experienced online, according to a bespoke data set drawn from global sources including court and police documentation, academic studies, governmental and organisational research and news reports.
The powerful execution makes a digital problem physical and contextualises the trauma within an innocent school environment, driving home the extremity of the situation. It’s impossible not to be hit hard.
Autistica - See Us as Individuals, Not Stereotypes
Chosen by Zoe Antonov, EMEA reporter
April is World Autism Acceptance Month, and to celebrate it, the leading autism research and campaigning charity in the UK, Autistica, has released a campaign which aims to show the myriad of ways in which people on the spectrum experience stereotypes.
The film for the campaign utilises sharp humour (and brilliant cinematography) to smash the status quo when it comes to the perception of autistic people in social situations. But what makes a real difference with this campaign to me is that it was co-created with autistic individuals and creatives, allowing their lived experience and expertise to lead the way. Without sugarcoating or simplifying, Autistica simply asks non-autistic people to think twice before they underestimate the complexity of neurodivergency.
Apple - Rick’s Rescue
Chosen by Olivia Atkins, EMEA news editor
This campaign is a rare blend of high-stakes storytelling and practical product demonstration, done with cinematic finesse. ‘Rick’s Rescue’ is not just beautifully crafted – it’s tense, gripping and resonates emotionally with production values that rival a feature film. But what really makes it stand out is how it weaves in a real-world use case for the Apple Watch without feeling forced or gimmicky.
By dramatising an actual life-or-death moment and featuring the real audio from Rick’s emergency call, it highlights the life-saving potential of wearable tech to showcase the real-world impact of the watch’s Emergency SOS features. This isn’t just advertising – it’s a PSA with style, power and usefulness.
Tesco Mobile - Same But Tesco
Chosen by Ben Conway, Americas reporter
Biscuit's Jeff Low directs these two deadpan spots for BBH Dublin. I love how dry the line deliveries are, and the lo-fi, slightly uncanny puppets just add to the vibe. We've all seen people dress their pets up in ridiculous outfits -- and now we've got a little glimpse into how embarrassed they would feel, knowing those photos were being shared online... if they could understand that. Perhaps they do. Maybe you'd better apologise to your cat for Halloween last year, just to be safe.
