Work of the Week: 12/01/24
Given the time of year, we had a fear that a lot of the work this week would be all preachy resolutions and guilt tripping us to work harder in the gym. There is, indeed, one campaign for a gym, but it couldn't be less of that vibe if it tried, and it's all the better for it.
Australia's annual ad for lamb, an anticipated event on the country's advertising calendar, features, as do spots for Apple, Magnum and Heinz.
Equinox - Want It All
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This conceptual feast, realised by photographer Zhong Lin and cinematographer Stuart Winecoff, is a far cry from stereotypical fitness ads and a vibe that we are very much on board with. "With 'Want It All'," said a press release from the brand, "Equinox is setting a mantra in defiance of apathy and resignation, empowering current and prospective members to embrace desire as the engine of action and the fuel for a high-performance lifestyle." The campaign was created and produced by Chandelier Creative.
Apple - Get Ready
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Classic characters gear up for adventure in this new spot from Apple, which culminates in a transformative moment with the Vision Pro. Created in-house at Apple, the film was inspired by Apple's iconic 2007 'Hero' spot and is a feat of found footage licensing.
Publicis Groupe - Wishes 2024
For its 'Wishes 2024' initiative, Publicis Groupe used AI to embark on an audacious endeavour to individually thank its 100,000-strong workforce. But this isn't just a thank you note; it's a glimpse into the future of personalised AI communication. My colleague Laura Swinton chatted to Publicis Groupe's Carla Serrano and Le Truc's Any Bird to find out how they pulled it off.
Meat & Livestock Australia - The Generation Gap
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The highly anticipated annual summer Australian Lamb ad envisions a world divided by 'The Generation Gap', where each age group spirals into its worst self – until a lamb BBQ unites Australians across generations. Created by The Monkeys, it is inspired by research from Australian Lamb that reveals shared habits, quirks, and hobbies, dispelling misconceptions.
Magnum - Stick to the Original
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Unveiling the truth behind 'Magnum-like' imitations, this amusing film from LOLA MullenLowe weaves a tale of deception and crumbling relationships. Launched in the UK, the multi-platform campaign features TVCs, OOH, prints, POS, and digital content, urging ice cream munchers to 'Stick to the Original'. It was directed by Martin Werner via Proppa.
Heinz - Stadium Heroes
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Mauro, Sofia, and Ruggiero are pivotal figures of the matchday experience for football match attendees at Milan's iconic San Siro stadium. But despite their love for the game and the two Milan teams, they are unable to attend matches due to their paramount panini responsibilities. At least, that was the case until this sweet initiative from Heinz Italy and agency DUDE.
