Work of the Week: 18/04/25
On - Zone Dreamers
Chosen by Ben Conway, Americas reporter
In this fictional film trailer, Zendaya and a crew of astronauts journey across the universe in some avant-garde space suits, courtesy of fashion visionary Law Roach. Academy Films director Nadia Lee Cohen has brought some style to ‘70s sci-fi for the Swiss sportswear brand – and it’s out of this world. Stunning sets and wardrobe, retro-futurist design, and a healthy dose of campy comedy – On is going from strength to strength right now, after capturing our hearts with Elmo earlier in the year.
KFC France - Handmade Billboards
Chosen by Abi Lightfoot, Americas reporter
Did you know that KFC handmakes its chicken tenders on site? If you didn’t, you’re not alone – 78% of French people didn’t know either. To drive home the importance of the handmade nature of this popular product, Havas Paris teamed up with JCDecaux to launch an entirely handmade out of home campaign.
Appearing in 73 locations across France, each billboard is 100% handcrafted and unique, put together by an unlikely duo – a KFC team member trained in both cooking and illustration, and a JCDecaux technician coordinating logistics and execution, armed with a bold red marker pen.
Whilst KFC’s recipe of 11 herbs and spices might be a secret, there’s no secret to this recipe for OOH success: simplicity.
History Channel - History Outnumbered
Chosen by Jordan Won Neufeldt, Canada reporter
“Those who cannot remember the past are condemned to repeat it” is a quote often attributed to Spanish-American philosopher George Santayana. However, this week, History Channel and Dentsu Creative Iberia have adopted this message to simultaneously commemorate the TV network’s 25th anniversary, the 80th anniversary of the Holocaust, and, regrettably, reflect on the fact that the world of today seems eager to repeat the sins of its fathers.
At a time when facism, neo-Nazism and far-right extremism is on the rise, this striking creative showcases the tattooed numbers of Holocaust survivors, which are subsequently used to visualise alarming statistics, such as the fact that in 2024, there were 33,963 racial hate crimes in Germany alone, or that a comment reading ‘We miss you, Hitler’ received 1,856 likes on social media. It’s striking, memorable and foreboding work – an excellent reminder that while it’s not too late to educate one’s self, the path presently being walked is a slippery slope that leads to nowhere good.
Stella Artois - Claustrobars
Chosen by Alex Reeves, managing editor, EMEA
That first sip of cold lager slipping out of a chilled chalice, across your tongue and down your throat. It’s worth a lot. It’s even worth wedging yourself between a gaggle of sweat-moistened strangers, edging the glass towards your mouth with limited arm movement. That is the moment that Grey London and photographer Ale Burset have crystallised in this collection of out-of-home ads for Stella Artois. It’s rare that an ad campaign is as relatable as this. It’s also rare that an ad campaign for a beer has never (as far as I know) used this insight, because it must be applicable to every country and culture that has bars.
And here I am again talking about how I admire the confidence in this level of restraint. It’s been an encouraging trend of late for beloved brands to do away with overwrought lines, unnecessary extra detail about the product, and oversized logos. The logo is just the right size here, right in the middle of the scene, placed on Stella’s iconic glassware. And a two-word line to deliver the emotional punch? Satisfying indeed.
Corona - Impossible Plants
Chosen by Zhenya Tsenzharyk, UK editor
A study by Jieki University School of Medicine found that 98% of people in Japan are vitamin D deficient. In short, a culture of overwork and dense urban environments are keeping people indoors and away from the sun.
With ‘Impossible Plants’, the latest campaign from GUT Singapore for Corona, we see sunshine make life possible in the unlikelist of places. The campaign captures brutalist details of Tokyo’s architecture from which plants spring in search of the sun’s rays. The craft and insight is in noticing these small moments of wonder and connecting them to Corona’s sun-rooted DNA.
OK Go - Love
Chosen by Zara Naseer, EMEA members reporter
The latest one-take wonder from OK Go feels like a capsule of childlike wonder. So it makes sense that it’s inspired by the joyous new dimensions of love that opened up after frontman Damian Kulash had children. Colourful and literally kaleidoscopic, it was made using dozens of robots dancing with mirrors in a Budapest train station. And it features a mirror suit that would function equally well as a disco ball.
Creative agency SpecialGuest developed the concept, social media, and brand partnership for the music video, which was co-directed by Damian, Aaron Duffy, and Miguel Espada, and produced by 1stAve Machine. SpecialGuestX handled the seamless technology integration, and Universal Robots provided the robots. Behind-the-scenes footage was captured through Ray-Ban Meta glasses worn by the band as they performed.
For me, the video represents what’s possible when human imagination and dedication to creativity is supercharged by cutting-edge technology. I’m excited to see how OK Go’s iconic videos evolve as technical developments continue to challenge our concept of what a production is capable of achieving.
Doordash - Dog Friendly Since 2013
Chosen by Zoe Antonov, EMEA reporter
We all know dogs in ads are a win, but this campaign hits home in the best way. DoorDash and GUT Miami took a simple, relatable truth – that dog parents often have to leave their pups behind when going out – and turned it into something heartwarming and smart.
‘Dog-Friendly Since 2013’ doesn’t just promote delivery, it reframes it: suddenly, every restaurant becomes pet-friendly because you never have to leave your dog in the first place. The visuals are emotional without being heavy-handed, and there’s a real charm in seeing those longing puppy eyes contrasted with the convenience (and comfortability) of staying in. It’s a clever spin on the ‘Your Door to More’ platform, showing that more can mean more time with your best friend. You can tell this was made with love, from the real locations to the dog mascots, and it all feels honest, relevant, and very shareable.
Amazon - Save the Everyday
Chosen by Olivia Atkins, EMEA news editor
‘Save the Everyday’ nails the perfect mix of high-energy entertainment and relatable moments. Directed by Wayne McClammy through Hungryman, the fast-paced spots dive into familiar TV and film genres – from action-packed street fights to reality show meltdowns – with slick, cinematic production. Despite the dramatic set-ups, the heart of the work is rooted in the everyday, making this ad feel classical in its execution while reinforcing that Amazon’s delivery service is a reassuring solution to life’s everyday chaos.
Guinness - A Lovely Day
Chosen by Addison Capper, managing editor, Americas
This is a fitting celebration of a great country going through a rough period of division. It is poignant, without feeling the need to try too hard. “All we did was bring the Guinness and let the cameras roll,” said Joyce He, vice president at Guinness – and it shows. A cross-country romp through all 50 states, ‘A Lovely Day’, created by Uncommon’s New York studio, stands as a reminder that moments of togetherness don’t need to be grand. Sometimes, a shared pint or a small, human moment is more than enough.
Also: a moment for the soundtrack, Paolo Nutini’s ‘Iron Sky’, which has, in my humble opinion, the greatest music video of all time.
Chevrolet - Night Signals
Chosen by Paul Monan, awards director
The Duarte Highway is one the most important, and therefore busiest, roads in the Dominican Republic. Over 150,000 vehicles a day use it to connect to other parts of the country, but a lack of lighting and signage at night proves dangerous.
To this end, Chevrolet has teamed up with Santo Domingo Motors, the National Institute of Transit and Land Transportation, and the Ministry of Public Works to reduce the number of traffic accidents on this stretch of road by transforming its advertising billboards into reflective signs.
At night, when lights from passing vehicles hit them, the signs become reflective and improve visibility for drivers using the road. The campaign from Ogilvy Dominican Republic has proved so powerful that following the campaign's launch, Cadillac, Infiniti, Nissan, Yamaha, and Suzuki have all committed to joining the project.
Citroën - Bumpboards
Chosen by Alex Reeves, managing editor, EMEA
In a world where illegal speed bumps outnumber legal ones in France, Citroën and BETC Paris have taken a road less travelled – literally. Instead of another billboard, they’ve decided to replace those rogue road humps with Citroën-branded 'bumpboards'.
This isn't just a clever PR stunt; it's a nod to Citroën's heritage of innovation and community involvement. By funding these replacements from its advertising budget, the carmaker is not just talking about road safety – it’s paving the way for it. It's advertising that doesn't just make you feel good; it makes your suspension feel better too.
In doing so, Citroën has effectively created a new form of out-of-home media – one that not only promotes the brand, but also serves a practical function for drivers by improving road safety.
In an era where brands often shout their messages from the rooftops, Citroën has chosen to embed its into the very roads we travel. It's a move that's as practical as it is poetic – and that's a rare find in advertising.
Testicular Cancer Society & CD Leganés Football Club - Sponsored Balls
Chosen by Paul Monan, awards director
April is Testicular Cancer Awareness Month, and to mark the occasion, the Testicular Cancer Society teamed up with La Liga side CD Leganés to unveil a history-making sponsorship.
By placing the charity's logo directly on the players' shorts – in the exact spot that the cancer affects – the sponsorship sparked a conversation around a disease that one in 250 men are diagnosed with.
Unveiled as Leganés took on title-chasing Barcelona at a sold out Estadio Municipal Butarque, the sponsorship is part of a wider campaign devised by FP7 McCann, which was supported by in-stadium messaging, digital billboards, and live broadcasts which saw up to 20 million fans tuning in to watch the match.
Australian Institute of Business - Turn Could’ve Into Can
Chosen by Tom Loudon, AUNZ reporter
Joining forces with Cocogun and Good Oil, the Australian Institute of Business (AIB) has launched an integrated campaign to encourage people to do their MBA online.
The work targets ambitious, mid-level business executives who feel stuck in a “career rut”, unpacking how the AIB’s MBA program is a “practical, accessible, adaptable, tactical, and invaluable” step towards meaningful career development.
Shot by the recent Emerging Talent winner at the Axis awards, Good Oil’s Connor Pritchard, the campaign is centred on two spots telling the stories of Jessica, a marketer with “mum-guilt and wasted potential”, and Jarrod, a “regional manager stuck in the middle”.
The humorous ads are brought to life by musical, rap songs tracking their journeys “from could’ve to can”. The catchy, energetic tracks give the campaign a layer of energy that subverts the higher education category.
The creative approach – in defiance of tropes – is part of a trend in higher education advertising, including Dentsu’s recent work for RMIT, and Adelaide University’s positioning as a launchpad for their futures.
