Work of the Week: 12/04/24
This time of year our inboxes are always groaning under the weight of creative campaigns from around the world. The ad industry has really been firing on all cylinders to deliver new kinds of creative wonder. It also happens to be just in time for one of the biggest global creative award show's entry deadline, luckily enough. The upshot is that this week's Work of the Week took some sifting and deliberation from the LBB team. We had a lot of good stuff to choose from. Check out the work we settled on below.
CANAL+ - SUPER
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French premium TV channel CANAL+ has been supporting the medium of the short film for some time now. And promoting this commitment has resulted in some of the best short films in recent years. Following such works as the Immortal Award-winning 'Papa', BETC Paris has created 'SUPER' a short film that demonstrates the power of brevity with wit and panache. Like 'Papa', it was written by Chrystel Jung and directed by Dario Fau and riffs on action movie tropes to deliver an ending that will stick with you.
Marmite - Smugglers
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While many Marmite ads simply remind us yeast extract-loving Brits to go to the cupboard and grab a jar, this campaign speaks to more than just a hankering for the salty spread. This one goes out to the Marmite lovers who are yearning for it, stranded in parts of the world where it's impossible to source, dreaming of their favourite crumpet-topper. To help satisfy this desire, adam&eveDDB in both London and New York has set up a trans-Atlantic smuggling ring to show support for UK expats. In the UK, a recruitment campaign has been running across OOH, social, radio, and TV calling for smugglers to help end the drought. And on the US side, guerilla comms and tactical stunts are pointing New York expats to a secret pick-up location.
Deutsche Telekom - No Fiber, No Football
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Deutsche Telekom's ad for UEFA EURO 2024 in Germany promotes it as the official UEFA partner for telecommunication services via fibre optics that will ensure the networking of the 10 host cities, the team- and training-quarters and all official fan zones, among other things. Directed with the consistently satisfying humour of Andreas Nilsson, the spot is build around contrasts. Public squares and pubs with fibre and football and those without either. It's an elegant idea that really drives home the importance of the network's role in allowing us to enjoy the football.
McDonald's - Smells Like McDonald's
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Billboards are usually a visual medium. And McDonald's most often uses its iconic visual assets to sell its food. But when it comes to the irresistible fries available beneath the Golden Arches, it's often our noses that lead us to temptation. That's the truth that TBWA\NEBOKO has tapped into with its billboards in the Dutch cities of Utrecht and Leiden. One is plain red, the other plain yellow, and scent is the medium they are reaching people with, pumping out the smell of McDonald's fries – McDonald's most underrated distinctive brand asset. We love to see innovation like this. Maybe scents will soon get their own category at the advertising award shows.
Coca-Cola x Marvel - The Heroes
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This huge collaboration between Coca-Cola and Marvel combines Coca-Cola’s iconic brand with Marvel’s vast universe of characters to create a unique experience. The campaign includes limited-edition Coca-Cola pack designs featuring 38 character illustrations, digital collectible characters, exciting prizes, and an immersive augmented reality extension on Coca-Cola’s website, with a global campaign spanning TV, cinema and digital platforms to demonstrate how the ‘Real Magic’ of Coca-Cola unites the Marvel Universe to save the day. Basically, it's a massive corporate alliance.
TERRE DES FEMMES - Unsilence the Violence
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Bronze statues are routinely touched on the breasts by passers-by. Many of us have seen the shiny patches that result. And this campaign by German agency Scholz & Friends for campaigning group TERRE DES FEMMES focuses on this act of widespread non-consensual touching to highlight that it leaves its mark – just as it does on victims of sexual harassment. By installing messages near these statues, the campaign highlights the fact that society often ignores the experiences of two out of three German women who have experiences sexual harassment. A poetic way to use public art to convey a powerful new meaning.
Weetabix - The Weetabix Discovery
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There is a widespread sense in the UK that things aren't going as well as they should be. Everyone has their theories and scapegoats to point to, depending on which side of the culture war they plant their flags. But Kettering-based breakfast staple Weetabix claims to have found a correlation that could provide some answers. And in this tongue-in-cheek campaign by BBH London, we are introduced to the theory that one of the reasons Britain hasn’t been so great of late is because we haven’t been eating enough Weetabix. The ‘amazing discovery’ identifies where Weetabix eating increases so do crossword scores, driving test pass rates and body builders per kilometre. There may be more to it than that, but can a hearty bowl of morning fuel do any harm? It's got to be worth a try.
