Work of the Week: 14/04/23
A number of our favourite campaigns of the past week are literally and metaphorically cleaning up the planet. In the literal sense, VMLY&R New York and the New York City Department of Sanitation calls out Big Apple litterers as 'garbage' in a print campaign that gets its point across clearly and humorously.
Campaigns from the likes of Samsung, Change the Ref, Nurofen and the Royal National Institute of Blind People are setting things straight in less obvious ways, aiming to make the world a better place for people with autism, the visually impaired, children in school, and women suffering misdiagnosed pain.
Check it all out below.
New York City Department of Sanitation - Garbage
To me, New York City is a truly magical place. But it's also pretty filthy - and let's not even get into the rats. Much of a city's cleanliness comes from its inhabitants (and visitors) doing their bit, holding on to their trash until a suitable bin pops up or picking up the waste of their cute, street-pooping pooches. We are big fans of VMLY&R New York's campaign for the New York City Department of Sanitation that's encouraging New Yorkers to do all of that.
Change the Ref - New Recruits
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According to a tweet by president Biden, over the last two decades more school-aged children in the US have died from guns than on-duty police officers and active-duty military combined. This shocking statistic is the basis of a new campaign for Change the Ref, a leading gun-control organisation, by Energy BBDO. ‘New Recruits’ places children in the heart of a warzone, underpinning the key message that it's safer to send your kids to a warzone than to school.
EA SPORTS FC - Brand Identity
EA SPORTS FC, the newly launched brand from EA that will soon replace the developer's iconic FIFA video game series, doesn't exactly have a ring to it. But the new logo and brand identity, developed by Uncommon, is utterly brilliant and, to quote a press release, was "hiding in plain sight". It takes direct inspiration from the triangular player control indicator that appears above every athlete in every match of the game. Extremely nifty.
Samsung - Unfear
Many people with autism have auditory sensitivity, which can lead to discomfort and anxiety in reaction to certain sounds. Noise-cancelling headphones offer somewhat of a remedy but also lead to complete audio isolation. A new app from Samsung and Cheil Worldwide Spain uses AI to autonomously turn down the volume on fear-triggering sounds that users find disturbing, meaning they can still engage properly with and feel connected to their surroundings.
RNIB - Design for Every Gamer
'Design for Every Gamer' is a new, wide-scale initiative from the Royal National Institute of Blind People (RNIB) and The&Partnership to challenge perceptions and create real change in the world of gaming. Sighted and blind and partially sighted gamers will play video games on Twitch, and have an honest conversation about accessibility issues in real time. The Mill has also created five different sight loss condition filters so that sighted gamers can experience the challenges of visually impaired people themselves. The initiative is a far-reaching and powerful rallying cry to the entire gaming community, with a focus on developers, to play its part in building a more inclusive future.
Lisbon City Council - LX Tattoos
Lisbon City Council believes that the Portuguese capital leaves its mark on people, so much so that it now has its own range of tattoos thanks to a campaign by Leo Burnett Lisbon. The inspiration behind the designs are Lisbon's beautiful, tiled sidewalks, which have been reinterpreted by six renowned tattoo artists. Visitors and residents alike can visit certain tattoo shops around the city and be attached to Lisbon forevermore.
Nurofen - See My Pain
The gender pain gap is real. Half of women surveyed by Nurofen, a pain medication brand, reported feeling ignored or dismissed by their GP when it came to their pain, compared with just over a third (36%) of men. This supporting campaign from McCann London features a series of imitation medicine products bringing to life a series of quotes that women have heard when expressing their pain to family, friends and healthcare professionals (HCPs).
Hanes - Make Yourself Comfortable
Underwear brand Hanes lets loose amidst the stuffiness of the early 1900s in this enjoyable spot from The Martin Agency. We can't be sure that Hanes did truly 'invent comfort' in 1901, but we most certainly can enjoy the juxtaposition of a Victorian age backdrop, Blondie's 'Heart of Glass', and a big ole dance party in our undies.
Carlton Draught - Long Live the Keg
Cannon fire, bagpipes and a choir are a fitting end to a beer keg's life in this unashamedly OTT campaign for Australian beer Carlton Draught. Created by Clemenger BBDO, 'Long Live the Keg' is the brand's first major campaign in five years, but a continuation of the intentionally absurd tone of voice that it has honed for decades.
