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Work of the Week: 15/09/23


The power of a ‘what if’ question is fuelling this week’s best diverse creative solutions for Mailchimp, Apple, KFC and more, writes LBB’s Alex Reeves

Work of the Week: 15/09/23

The creative output that most excited us at LBB this week is a selection of ‘what if’s, such as: “What if a car was designed to protect Black people from police discrimination?” and “What if corporate boards had to present their sustainability efforts to Mother Nature in person?”

Some of the work is for brands known the world over, such as Apple and KFC. Some is more limited, such as Belgian radio station Studio Brussel and Spanish football club Real Betis Balompié. Some work is centred around the well-established power of commercial filmmaking. Some is built around dreaming up a new product.

To see all of these campaigns, read on below.

Courageous Conversation Global Foundation - DWB

Sometimes a serious problem is so absurd that only an equally absurd response is appropriate. The double standard of policing that Black people face in America is one such problem. That’s why the Courageous Conversation Global Foundation worked with Goodby, Silverstein & Partners and Critical Mass to design the ‘DWB’ – a car that’s perfectly suited to the needs of people ‘Driving While Black’. It’s not a practical product, but the situation it’s responding to is even more nonsensical. The idea hopes to encourage people to get involved in transforming the problematic relationship shared between police and Black Americans.

Apple - Mother Nature

Octavia Spencer is undeniable in her role as Mother Nature in this campaign from Apple, demanding an update with appropriate scepticism from CEO Tim Cook across a fictionalised board room. Like so many large corporations, Apple has made bold pledges about its environmental impact. But in this film, it imagines having to answer to the embodiment of the planet’s health itself – an appropriate level of accountability. Tim and the other executives seem to pass the test, but Mother Nature will no doubt be keeping an eye on how Apple progresses towards its 2030 net zero goals.

Real Betis Balompié - Test Bético

With its tongue firmly planted in its figurative cheek, Spanish football club Real Betis Balompié suggests in this campaign that the apprehension and excitement around expecting a child is comparable to the feelings that football evokes. To drive this fun idea home, as well as to ensure a future fanbase, the club has launched the ‘Betis Test’, which not only announces an arrival but celebrates the pride and belonging that accompanies the green and white fanbase from birth. What better way to discover your family is growing than in the colours of your beloved team? The tests are available to order from the club’s website.

Studio Brussel - Wake Up

We’d rather this visual metaphor remains figurative, but it certainly drives a point home: when you wake up with Belgian radio station Studio Brussel’s breakfast show, you start your day with plenty of good company. A house is crammed to bursting point full of all sorts of radio listeners embarking on their mornings in a variety of ways, but all united by the station’s beloved hosts, Fien and Thibault.

KFC Thailand - Lunch Shouldn't Be a Crime

We’ve all felt the pressures of time and budget during our lunch hours, but KFC Thailand is not accepting those as an excuse for ‘criminal’ midday meals. With speed and value on its side, the famous chicken brand demonstrates itself as a saviour for those about to commit food crimes in these dramatically heightened scenarios that treat other lunch options as literally criminal.

Mailchimp - Clustomers

Another visual metaphor par excellence from email marketing platform Intuit Mailchimp. In this film, customers who are all treated the same by your brand form a literal cluster, despite their different needs and preferences. It’s a clear wake-up call for anyone treating their customers as ‘clustomers’.

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LBB Editorial, Fri, 15 Sep 2023 14:00:09 GMT